• But PNP spending wisely, JLP contributions up

More effective use of the media is being made by the People's National Party (PNP) in the current election campaign, even though the party is spending less on advertising than during the 1993 campaign, says Ralston Smith, PNP's communications co-ordinator.

But neither the ruling PNP nor the main Opposition Jamaica Labour Party (JLP) are willing to disclose their campaign budgets.

"The other parties are not disclosing their budgets, so I do not see why we should," said JLP treasurer Shirley Williams.

She however said the party was getting more contributions than it did in 1993.

"This time the response exceeds that of 1993. We are encouraged, even though everyone is experiencing rough times," she said.

Pointing to television advertising, Mr. Smith said the PNP has only three advertising spots on television nightly for this campaign, compared to as many as 10 spots nightly during 1993.

Newspaper advertising in 1993 totalled 30 per week, compared to 16 per week, this time around, Mr. Smith said.

A 30 second spot on prime time television (7 - 10 pm) costs between $10,700 and $11,487. Advertisements aired during the news hour attract an additional 50 per cent, an advertising agency said. Advertisements for the PNP are being produced by Communications Services Limited and Moo Young Butler, while for the JLP, McCann-Erickson and Jackson Chang are producing and placing the advertisements.

The PNP's organisation for this election campaign, a political analyst and commentator said, was a "total integration of marketing and merchandising" and appeared to be patterned off conventions in the United States.

Judging from the dramatic backdrop and glitz at the PNP meeting at Half-Way Tree and the paraphernalia provided for supporters, such as flags, tee-shirts, caps and sun visors, the JLP appears to have far less money to spend on their election campaign than does the PNP, the analyst said.

Smith disagrees

However, Mr. Smith disagrees with suggestions that the PNP is "awash with funds". "What you are seeing is an effective use of media," he said.

The backdrop at the Half Way Tree meeting was done by a professional set designer. The party's strategy was more of a carnival approach, designed to create a feel-good attitude among supporters, he said.

The PNP had decided to "go with music, colour and festivities" as a way to carry the message of performance and bolster the party's slogan 'We're the best choice', said Mr. Smith.

In case of the JLP, flags, tee-shirts, bells and caps were also being distributed to supporters, Miss Williams said.

The JLP has not so far aired any television advertisements, but "they are coming very shortly", Miss Williams said. The party's television advertisements were being held back as a deliberate strategy, The Gleaner learned.

The party also began distribution of booklets in November, setting out its approach to various issues, and has also been using billboards, posters and leaflets to get their message across.