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I'm marketing also. But I took a particular course, as a substitute for some other course, that covered this particular issue. A little too far back to recall the particulars, but the lessons learned in the course - I've kept.
It is like Trump - U. Play on emotions. But it can be a con, or a good thing. I only sold good things. Trump sells cons.
Take it to the bank
63% to 33% with 4% going to third part fringe candidates
I'm not taking sides one way or the other on the derbates but I am not sure he can "hone his message". That would mean that he needs to become disciplined and I'm not sure he can do that. Also he may not have a record to to defend but neither does he have any policies that are more than "We're going to look into that". And he says whatever pops into that little pea-brain he has and that will not go well for those who actually care about the country.
It's not just political marketing, it is universally applicable, particularly when selling a con. I already have the marketing degree.