Floating voters comment on Conservative Poster Ads the most (13-19 April)

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UK Election 2010

Floating voters comment on Conservative Poster Ads the most (13-19 April)

For the Conservative Party the Leaders Debate did not have the same impact but we see other channels generating Conservative Party experiences. Poster Ads take a very large share of experiences (19%) and Leaflets are generating 7% of all Conservative experiences.

However, the impact of these two channels does differ somewhat. We see Posters putting people off wanting to vote Conservative (net -12% persuasiveness) and Leaflets encouraging our floating voters to vote Conservative (net +8% persuasiveness).

So how do these channels differ?

The Conservative Poster campaign targets Labours failings in previous years and this negative campaigning approach does nothing to persuade people in favour of the Conservative Party but in fact puts them off.

Conservative Bill board with a picture of Brown and the phrase ''I doubled the country's debt, let me do it again''. I was disgusted, this is a hollow claim by the tories, they have no evidence to back up that he will double the debt again, it is simply an attack on brown.
Conservative, Poster Ad, Very Negative, Much less likely to vote


It’s important to remember how communication is experienced in context. The participant below has to face a Conservative poster every time they walk out of their house.

Poster campaign for Conservative party opposite my house. Looks positively Orwellian.
Conservative, Poster Ad, Very Negative, Much less likely to vote

The Conservative leaflets on the other hand adopt a positive approach, highlighting the Conservative’s success in recent years. Indeed, a move away from the Ya-boo tactics employed by the Poster campaign has seen Leaflets persuading people to vote Conservative.

“It explained that under Conservative control, my council had improved the roads in my area and a new bridge had been made for safety in crossing a very busy road. When I went out I looked and the road is newly laid and very clean compared to other streets that have not been newly laid.”
Conservative, Leaflet, It was mailed to me, Fairly positive, Slightly more likely to vote


“New vision, new way of thinking and positive thoughts on Britain’s future.”

Conservative, Leaflet, It was mailed to me, Fairly positive, Slightly more likely to vote

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