Nelson Agency Helps Win Two Statewide Elections.

Radio Spots Support Chiang, Oppose Prop. 88 Tax

SAN DIEGO -- Bob Nelson Associates (BNA) created statewide radio advertising supporting victory for California State Controller-elect John Chiang and defeat for statewide property tax Proposition 88.

One of BNA's clients was an

CHIANG FOR STATE CONTROLLER

The San Diego-based advertising and political consulting agency created two commercials for Working Californians, a labor-backed group advocating election of Board of Equalization member John Chiang as Controller. Chiang defeated Republican opponent Tony Strickland by more than 700,000 votes.

The English-language radio commercial, "Ready to Serve," (http://www.bnassociates.com/pages.asp?id=73) promoted Mr. Chiang's training and credentials, contrasting them to his opponent's sparse financial experience.

The Spanish-language radio commercial, "Leaders," (http://www.bnassociates.com/pages.asp?id=73) was aimed at Latino voters in the Los Angeles market. It highlighted Chiang's endorsement by Los Angeles Mayor Villaraigosa and the respected Spanish-language newspaper, La OpiniE[thorn]n.

NO ON PROP. 88 PARCEL TAX

The BNA-created radio commercial, "Silence," (http://www.bnassociates.com/pages.asp?id=74) was the sole statewide broadcast advertising used to turn back a statewide property tax aimed at funding for a limited number of public and charter schools.

Proposition 88 was rejected by a margin of 77% voting no, 23% voting yes -- a margin of more than 3.5 million votes. It was the highest margin of defeat for any state ballot proposition on the crowded statewide ballot.

The proposal - principally backed by Netflix founder Reed Hastings and venture capitalist John Doerr - was opposed by a broad coalition: The Howard Jarvis Taxpayers Association, California Federation of Teachers, California State PTA, Small Business Action Committee, and California League of Women Voters.

Bob Nelson Associates serves clients facing controversy, dealing with public policy decisions, or seeking to connect with hard-to-reach audiences. Our services include qualitative and quantitative analysis, strategic planning, copy and creative design, media planning and placement, ethnic outreach and public relations. For more information, visit www.bnassociates.com.