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Pollster Critiques Jewish Groups' Marketing Methods

(Jerusalem Post) - Melissa Radler A 50-page report by Republican Jewish pollster Frank Luntz, titled "Israel in the Age of Eminem" and commissioned by the Andrea and Charles Bronfman Philanthropies, found that Jewish organizations' penchant for preachy, one-sided slogans, small print, text-heavy ads, second-rate work, and religiously-inspired messages have turned most Jewish youth away from the groups' pro-Israel message. Luntz said he found that most young Jews know little or nothing about Israel and Judaism, and their desire to learn more on these topics or travel to the Jewish state is limited. "The extent of explicit Jewish activity among many is visiting an online Jewish dating site," he noted. Among his recommendations were to clear the ads of clutter, such as text and lists of names; emphasize Israel's desire for peace, and appeal to the sophistication of Jewish youth through the use of irony, creativity, and relevance. Visuals and a prominently-displayed Web address are imperative, and the use of historical facts rather than interpretation is also recommended.
2003-05-09 00:00:00
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