Media-Advertising CA fight on motor insurance
The intense political advertising campaign in a year may not enter St. Michael Dukakis and George Bush. However, it is likely that the heated battle in California between Special Interest groups of voters of competing proposals on the revision of government auto insurance industry.
The intense political advertising campaign in a year may not enter St. Michael Dukakis and George Bush. However, it is likely that the heated battle in California between Special Interest groups of voters of competing proposals on the revision of government auto insurance industry.
The ether has been blocked since early summer with admonitions voters to support or defeat, five referendums in insurance November vote. With Election Day less than six weeks away, the volume was turned, and insurance costs related to spots, seem as ubiquitous as McDonald’s and Coca-Cola during the Olympics.
The assurance of the economy looks, only to spend $ 41 million to promote their positions, including up to $ 15 million will go to television and other media purchases. Estimates of total spending by all parties concerned to $ 75 million, with the media probably spending up to $ 30 million or so.
Given that expenditure is concentrated in a single state, the campaign is one of the most expensive ever on the basis of expenditure by the voters. The presidential candidates, by comparison, are expected to spend $ 30 million in all media for the whole country. These amounts do not include expenditures separate Democratic and Republican Party organizations.
”It is probably one of the biggest campaigns that have already done in the past to a question on the country,’’said Scott Carpenter, a spokesman for campaigns of Bill Clinton Reilly, San Francisco-based consulting group policies, the creation of advertising for the insurance industry.
The only sure winners so far, the public television channels. Distribution of leaders report that demand is strong, not only the time for different camps in the insurance problem, but by other defenders of ballots and initiatives. Californians have more and more voters to decide referendums intractable political issues.
The rush of advertising has a negative tone. Spots advertising the insurer try to mine the interests of different parts of the country against aggression and lawyers as a source of California, the high prices. An association of lawyers, the study of insurance companies hungry. All pages of Frage”Fakten”werden by others.
”It is certainly not do much to help people understand what the impact of various proposals really are,’’said Jim Cathcart, a senior consultant from the State Senate Insurance Committee. ”People are very confused about them, of course.”
The insurance was the strategy controversial. The industry is running spots promoting its own proposals for a no-fault insurance scheme. But insurers are also compatible with campaigns to attack the competing initiatives, particularly Proposition 100, which would require that prices for good drivers are reduced by 20 per cent.
In another series of commercials, most insurers say the state, it is called Proposition 100 in order to solve the problems of personal insurance rich in Los Angeles. Eureka voters, for example, it is said, at a location that the solution of problems of drivers in cities like rich Beverly Hills could force their prices by 66 per cent. In another commercial tower, voters must be warned that Proposition 100, a paralyzing government bureaucracy.
The negative ads have worked. Polling has shown support for the proposal covered 100 strong, and supporters of the action have been forced to the defensive. Unfortunately,”we are in the situation compelled to react, as we want, which indicates Assekuranz,’’said Bob Schmidt, a spokesman for Woodward & McDowell, Burlingame, California, that political advertising company works to behalf of Proposition 100 Coalition.
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