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→Public Opinion: Clinton's popularity: Clinton's popularity
===Public Opinion: Clinton's popularity===
===Public Opinion: Clinton's popularity===
Needham (2005) argues the "permanent campaign" is said to have reached its apogee in the incumbent communications strategies of Clinton and British Prime Minister [[Tony Blair]]. However, their assiduous courting of public opinion while in office has been used to explain both the high approval ratings of these leaders and their unpopularity for long periods of their incumbency. This apparent paradox suggests that the permanent campaign model is too blunt an instrument to usefully describe or evaluate incumbent communications. Its assumption of continuity between election campaigning and office-holding fails to explain how the strategic terrain changes once a challenger takes office. The concepts of branding and relationship marketing can be used to highlight the difference between gaining support in the one-off transaction of an election and retaining voter loyalty in a post-"purchase" setting. The success of Blair and Clinton in establishing a relationship with voters from within office can be assessed using six attributes of successful brands: simplicity, uniqueness, reassurance, aspiration, values, and credibility. As incumbents, facing challenges in shifting strategic and institutional environments, Blair and Clinton developed messages that were simple and appealed to voter aspirations. Voters remained skeptical about the extent to which these leaders embodied values and delivered on their promises.
Needham (2005) argues the "permanent campaign" is said to have reached its apogee in the incumbent communications strategies of Clinton and British Prime Minister [[Tony Blair]]. However, their assiduous courting of public opinion while in office has been used to explain both the high approval ratings of these leaders and their unpopularity for long periods of their incumbency. This apparent paradox suggests that the permanent campaign model is too blunt an instrument to usefully describe or evaluate incumbent communications. Its assumption of continuity between election campaigning and office-holding fails to explain how the strategic terrain changes once a challenger takes office. The concepts of branding and relationship marketing can be used to highlight the difference between gaining support in the one-off transaction of an election and retaining voter loyalty in a post-"purchase" setting. The success of Blair and Clinton in establishing a relationship with voters from within office can be assessed using six attributes of successful brands: simplicity, uniqueness, reassurance, aspiration, values, and credibility. As incumbents, facing challenges in shifting strategic and institutional environments, Blair and Clinton developed messages that were simple and appealed to voter aspirations. Voters remained skeptical about the extent to which these leaders embodied values and delivered on their promises.
Suspicions often arose during Clinton's tenure about the timing of [[cruise missile]] attacks to manipulate public sympathy at crucial points when his approval ratings sagged. On several occasions <ref>[http://article.nationalreview.com/print/?q=NzhjODk1ODg4M2NiODU4Yzc3YWE1OTA1MDNmYWQ5M2Y= The Facts About Clinton and Terrorism], Byron York, ''National Review Online'', September 11, 2006. </ref> generally when the approval ratings dipped to 47%, surprise cruise missile attacks<ref>[http://www.fas.org/news/iraq/1998/12/21/wwwh8d21.html Airstrikes Against Iraq: 'What Happens Now?'], U.S. Information Agency ''Daily Digest'', December 21, 1998.</ref> were launched which resulted in a 10 point gain in the public opinion polls. Nick Gillespie of ''Reason'' remarked,
{{Cquote|Consider, for instance, the relative lack of scrutiny accorded the August 20 cruise missile attacks on Afghanistan and [[Sudan]] … immediately after the bombing, polls showed that close to half of all Americans thought the missile strikes were meant to divert attention from the president's sex life… the Sudanese bombing suggests something else as well: If and when the public's and the media's attention shifts from the president's sex life to wider-ranging inquiries about how he makes deadly serious policy decisions…"<ref>[http://www.reason.com/news/show/30827.html Bombs Away - Troubling questions about the U.S. attack on Sudan], ''Reason'', December 1998.</ref>}}
==== Voter demographics ====
==== Voter demographics ====