FAIRFIELD — State Assemblyman Jim Frazier has made the website of the Los Angeles Times on the Rich Lieberman 415 Media blog about the Bay Area – and anywhere else a “micro-precision” ad may appear from opponents of proposed California legislation.
The ads by the Washington, D.C.-based International Franchise Association assert that 28,050 jobs are at risk because of Senate Bill 610 and ask people to tell Frazier, D-Oakley, to vote no on the measure that may go before state lawmakers next week.
Frazier’s office said he hasn’t been involved with the legislation and the bill hasn’t come before him for a vote yet.
Attorney Dean Heyl of the franchise association said the legislation by state Sen. Hannah-Beth Jackson, D-Santa Barbara, would erode brand standards and leave every term in a franchise agreement open to litigation.
The Internet ads he calls “micro-precision” efforts have brought a positive response and are making an impact, Heyl said.
Robert Purvin, chairman and CEO of the California-based American Association of Franchisees and Dealers, said the group supports the proposed legislation that it believes will aid people who operate franchises. Labor unions are among the measure’s supporters, Purvin said, and they wouldn’t back the bill if it meant job losses.
No counter Internet ad effort is planned in support of SB 610, Purvin said.
“We’re doing a much more word-of-mouth-type of campaign,” he said. “A lot of blogging.”
Political consultant Doug Herman runs the California office of The Strategy Group, whose website states the group invented online political mail testing used by Obama for America in 2008 and led the way four years later in applying analytics to the presidential campaign.
He said Web-based ads – which use Internet Service Provider addresses to track voters and target ads so people in the 11th Assembly District represented by Frazier will see the online notices naming him – are effective when used in a communications campaign that also involves other ways to reach residents.
“They’re a part of the future,” Herman said of the ads.
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