Candidate Website Comparison

Paper Summary:

The paper considers how the 2008 presidential candidates Ron Paul, John McCain and Barack Obama, have used their websites to raise money, enlist volunteers, disseminate their policy positions and strengthen their brands. The paper analyzes these three websites and demonstrates how, while they are fairly usable and take a similar approach to presenting key information and recruiting support, they are not particularly deep, they try to control the user experience and they vary widely in their ability to positively convey a positive and relevant brand image. The paper specifically notes and explains the branding shortcomings in Ron Paul's website.

Outline:
Content Presentation and Usability
Branding
Conclusion

From the Paper:

"The 2008 presidential election is shaping up to be one of the most dynamic and memorable in recent history. On the Democratic side, Sens. Barack Obama and Hillary Clinton are continuing a hard-fought race that could remain undecided until the Democratic national convention. The Republicans have seemingly chosen a candidate in Sen. John McCain, but Congressman Ron Paul, an anti-war conservative, refuses to drop out of the race and has developed almost a cult following. The race for both parties' nominations has been made even more exciting by the rise of the Internet as a campaign, news, and social commentary tool."

Sample of Sources Used:

• Haywood, A. (2006). "Branding news: Design choice-Coke Zero." Brand Republic Web site. Retrieved May 9, 2008 from http://www.brandrepublic.com/login/News/575118/
• Komando, K. (No date). "Is your Web site usable?" Microsoft Web site. Retrieved May 9, 2008 from http://www.microsoft.com/smallbusiness/resources/marketing/online_marketing/Is_your_web_site_usable.mspx?xid=OVPI290.
• Kornblut, A.E. and Mosk, M. (2007), "Obama's campaign takes in $25 million." Washington Post, April 4. Retrieved May 9, 2008 from http://www.washingtonpost.com/wp- dyn/content/article/2007/04/04/AR2007040400989_pf.html.
• Moffitt, K. (2002). "Usability guidelines for Web sites." University of North Texas Web site. Retrieved May 9, 2008 from http://www.unt.edu/benchmarks/archives/2002/august02/access.htm.

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