... Example: There was recently the best, on my sight, election campaign which all of us had possibility to observe - "Yeltsin - president 1996-2000 ". (Truth, with a clause: Yeltsin correctly dismisses, correctly nominates, and in general come back to life only at the critical moments. In other time all up to on the contrary). Twelve large tactical methods were used by a Yeltsin's team, here are several of them (numbering is taken from the book).

METHOD 15

"Imaginary" opponent "

There was no struggle with the concrete man Zuganov, there was no struggle with the "Block of patriotic forces". On them did not pay attention, as though they were an empty place. Thus and so the Yeltsin's team has constructed to itself a favourable enemy - "Communism of the old Stalin's leaven" with all following advertising dividends also worked against Zuganov.

One is stronger than another
Nobody is stronger than himself
The enemy will be killed by his shadow

METHOD 25

" Support of the weak leader among the strong competitor's team "

What to do with the very strong opponent, such as a Communist party? The answer is in the name of method...

The team long before the elections should do their best so that the leader of opposite party has appeared the man, obviously weaker than President. A paradoxical situation, isn't it? We help (at the certain stage) to our future opponent to become a leader.

Army of lions
Towards a shame
With sheep in the lead

METHOD 26

" Ill service "

Method is strong but in Presidential campaign ought to work worse than on local elections where the candidate Is frequently unknown.

"... Zuganov gained serious problem (or successful find) in the person of the metropolitan punks which not only are going to support his nominee on a post of the president but also have begun one of these days pre-election propaganda in his advantage. The leaflets of the punks found by us on Miasnitskaya street, contain all: from wrong spelling and not normative lexicon up to direct insults of "narrow-minded voters".

"The Punks unfurling a red banner with a hammer and sickle. Marxism-Leninism is the largest punk! We need a class-hatred!.. To us communism is a rush! To us destruction is a rush! The daddy Zu -beat the goats! - such plain theses was put forward by red - brown youngsters... " (Source - newspaper " Moscow's komsomoletz ", from May 23, 1996)

I do not assert that Zuganov's competitors "have bought" these punks (it already would be antiadvertising), but that this information was snatched out from the thick of already happened events by a team of one of the applicants and "was advanced" - is for sure.



Sub-METHOD

"Promotion of the faithful"

It is good that communists have Anpilov! DEMOCRATS are simply DUE to advertise him and not regretting to put THEIR money into his promotion. Instead of Anpilov, they would find others, ... Because it cost Zuganov " a minus many percents". In their turn, communists are obliged to advertise...whom? - "Let them think by themselves "

Light has struck in the back
Shadows have fallen ahead

METHOD 30

" A Relational loss "

The wave of advancing the date of local elections was recently rolled on Russia. As we can see it's of course a fashionable method, favourable to Authority, is working. Sometimes it is profitable to go on deterioration, but together with the competitor, which will suffer heavy losses. (Remember, how it was in a joke: " Wish something to itself but take into account that I shall do twice more to your Enemy. So, what you will wish? - Prick an eye out to me ").

Elections of the President: free-of-charge broadcasting time of the candidates on this post was lowered to 10 minutes. It made no difference to Yeltsin's team because his advertisements was here, there and everywhere.

Distinction is small
But little is infinite
Before zero

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