Mini Case
iMINICASE STUDY #2
Unforeseen Opportunity in an Election
You are in charge of the advertising staff for Cindy Smith 's election campaign. Cindy is trying to prevent the eight term incumbent, Jesse Jones, from getting another term in the U.S. House of Representatives. Cindy decided to run against Jesse because he wrote 150 bad checks in the House banking scandal, voted to not disclose the names of the people involved in the scandal, and voted to give himself a substantial pay raise at taxpayers’ expense. Furthermore, Jesse seems unconcerned with the debt crisis and has been criticized by the national press for funding questionable projects in his district at the expense of more worthy projects elsewhere in the nation. Moreover, Jesse has worked behind the scenes to prevent the Equal Rights Amendment from passing in your state, and as a member of the House Armed Services Committee, has consistently voted against allowing women to fight in combat. Jesse is also a pro¬life candidate who supported Clarence Thomas as a Supreme Court nominee.
Cindy has never run for political office before, and is running a grassroots campaign with only unpaid volunteers. She believes it is time for a change in Washington, and Jesse Jones is a prime example of why the people in your district have become cynical about politicians. Because she has not accepted any political action committee money, Cindy has only been able to afford a few television ads and has instead concentrated her efforts on radio and newspaper advertising. These ads have not provided Cindy 's specific views on what she plans to do about taxes, education, unemployment, social security, the debt, or defense spending, but instead have focused on her prochoice and pro women views and her beliefs about the need for a change in Washington. She has so far avoided even mentioning her opponent in these ads. Up until last week, Cindy was riding the wave of disenchantment with incumbents and was leading Jesse Jones by 10
Unforeseen Opportunity in an Election
You are in charge of the advertising staff for Cindy Smith 's election campaign. Cindy is trying to prevent the eight term incumbent, Jesse Jones, from getting another term in the U.S. House of Representatives. Cindy decided to run against Jesse because he wrote 150 bad checks in the House banking scandal, voted to not disclose the names of the people involved in the scandal, and voted to give himself a substantial pay raise at taxpayers’ expense. Furthermore, Jesse seems unconcerned with the debt crisis and has been criticized by the national press for funding questionable projects in his district at the expense of more worthy projects elsewhere in the nation. Moreover, Jesse has worked behind the scenes to prevent the Equal Rights Amendment from passing in your state, and as a member of the House Armed Services Committee, has consistently voted against allowing women to fight in combat. Jesse is also a pro¬life candidate who supported Clarence Thomas as a Supreme Court nominee.
Cindy has never run for political office before, and is running a grassroots campaign with only unpaid volunteers. She believes it is time for a change in Washington, and Jesse Jones is a prime example of why the people in your district have become cynical about politicians. Because she has not accepted any political action committee money, Cindy has only been able to afford a few television ads and has instead concentrated her efforts on radio and newspaper advertising. These ads have not provided Cindy 's specific views on what she plans to do about taxes, education, unemployment, social security, the debt, or defense spending, but instead have focused on her prochoice and pro women views and her beliefs about the need for a change in Washington. She has so far avoided even mentioning her opponent in these ads. Up until last week, Cindy was riding the wave of disenchantment with incumbents and was leading Jesse Jones by 10