Selecting a Winning Campaign Slogan

Abstract

This study examines how Q technique and its methodology cam be used to
select a slogan for a campaign, in this case a tax levy campaign for a
community college. The campaign began in a traditional (R methodology)
manner. A large-sample public opinion survey of voters was conducted to
develop strategy, and an advertising agency was then retained to develop
the slogan and collateral material. After the failure of an advertising
agency to develop a slogan that needed to appeal to two seemingly
divergent groups of voters, Q methodology was introduced and identified a
winning slogan that appealed to those target voters.