Politics is a tricky business. Being in government is even trickier.
But it should be pretty simple. It’s like any other business, isn’t it? It’s all just marketing. You find out what they want, you tell them what you’re going to do, and then you give it to them.
So is it simply a case of “selling” yourself a bit better, as independent MP Andrew Wilkie posited last week on ABC Radio National?
If that is the case, what does the government need to do?
Ask any good salesperson the key to making a sale, and they will tell you that there are two parts to a successful sales pitch.
Sushi, Sukiyaki and Skyhooks
When I first read an email from Sandra, our media person, saying “Abc radio 774 red symons would like to interview you re your blog and latest post”, my mind spun into two totally different directions. I immediately thought, “Me? On air? Nah ….” Although it was an honour to get such an offer from the ABC Melbourne’s breakfast show, I thought I wasn’t ready for that yet. The whaling dispute is a complex issue. How could I make my point in a short interview? Do I have enough and accurate information to speak about the dispute to the public? In addition, I had to do it in English, of course. I felt it was a bit risky.
Events can occur that render forward estimates in budgets obsolete in a relatively short time frame.
Given the increasing emphasis on forward estimate figures in government budgets, it is timely to examine past budgets to determine their accuracy. Take the Commonwealth budget released three years ago in May 2008. That budget projected a surplus for each of the 2010-11 and 2011-12 financial years of approximately $19 billion. The budget released yesterday now projects these figures as deficits, not surpluses, amounting to $49.4 billion and $22.6 billion respectively. Hence, the total turnaround in the budget outcome for the two years 2010-11 and 2011-12, from that projected three years ago, amounts to $110 billion.
Despite a clear and substantial increase in the amount and quality of information available to the modern consumer through globalisation, and communication advances, we still don’t always make decisions that are in our best interests, particularly in the areas where politicians and lawyers seem to spend a lot of time, such as financial, telecommunications, and even competition policy. So what can policy makers do to at least create an environment of better consumer outcomes?
The world of intelligence – spying to you and me – is by definition shrouded in secrecy, so that often what we know is limited or partial and the rest is, hopefully, what makes sense based on building up a longer term picture of events. The question of who knew what and how that was handled in the tracking of Osama bin Laden is a case in point.
It is known that the US had been tracking Osama bin Laden closely for the last few years, had known where his hideout was since last August and had been planning how to neutralise him since that time. We also know that massive bombs were considered as one option, but that a highly detailed raid by two units of special forces operatives was chosen instead.
Outside of a dog, a book is man’s best friend;
Inside of a dog, it’s too dark to read.
Cigarette packages have become the last bastion of advertising for cigarette manufacturers.
The new plain package cigarettes will be presented in olive green packaging, with the only visible logo a graphic health warning. The brand of the cigarette appears in plain type and small font.
Cigarette companies promote and sell through colours, logos and images. To this end, cigarette packets are designed to reassure smokers about risk and to reinforce smokers’ self-image.
Research has shown that changing the message, picture and colour of packaging has a significant influence over choice by younger consumers.
Importantly, the research showed that changing the size of the graphic warning picture, the size and number of brand elements, and the colour of the packaging has been linked to promoting cessation of smoking amongst young adult smokers.
When it comes to branding and advertising, much of what we are exposed to creates only marginal difference. But even small differences can tip the balance toward a particular choice, and plain packaging of tobacco products will make this kind of difference.
This is because small differences build up into larger differences, and in marketing, the game is all about increments rather than dramatic changes in behaviour.
So, if we are serious about reducing the number of smokers in our population, the removal of branding, logos and promotion on the packages of tobacco products is a small step in the right direction.
Whales and geisha girls
Whether or not whaling and eating whale meat is a genuine part of Japanese culture is one of the hottest points of debate between a pro-whaling camp and an anti-whaling camp. The former claims that whaling and whale-eating culture has existed in Japan since the ancient time and is, therefore, a part of Japanese culture.
On the other hand, the anti-whaling camp asserts that Japan’s cultural claim is a fraud, as whale meat consumption is not a nationwide practice and there are a lot of Japanese who have never eaten the meat. Pointing to whaling, they insist, specifically referring to the Japanese scientific research whaling in the Antarctic, that the pelagic whaling with big ships and sophisticated equipments is a modern practice and not at all traditional.