AO1: The Conservative Party was deeply divided and split. AO2: Fundamental disagreements over Europe plagued the party and the cracks were manifest and damaging. There had been challenges to Major's leadership of the party. If the party has doubts about the direction of travel this loss of confidence influences the electorate. AO3: We arrive at the conclusion that the public lose faith and trust in a government if it is split on core issues. AO1: An election is won when the issues that matter form the central part of the battle for the vote. AO2: The Conservatives misread what the core issues were and what mattered to the voting public. If core ideas and topics are avoided, then that party – here the Conservatives appear out of touch with the people they aim to govern. AO3: We can easily reach a verdict that a party has to be sensitive and in touch with public opinion and what matters to them. AO1: The public lacked economic confidence in the Conservatives. AO2: For many reasons the Conservatives had a tarnished reputation on economic matters stemming from the record in office in the last five years. Economic competence is a key factor for a government in office, and if they fail on this their electoral credibility takes a huge dive. AO3: We can conclude it was hard to blame the opposition for the economic problems and choices which it made, and the Conservatives could not shake off this negative image. AO1: The Conservative government failed to handle events well and appeared to be an unsafe pair of hands in government. AO2: The party handled events and their fallout badly and this sat alongside its failing economic competence. The government seemed tired and weak and did not instil the confidence of a party which could be trusted to continue in office for another term. AO3: We reach a verdict that the ruling party had lost momentum and drive. It had run out of new ideas to engage the electorate and move the country on.

AO1: The Labour Party worked hard to please the media and get it on side. AO2: Blair wooed the Murdoch press and got papers like the Sun to back Labour. The press tends to support the Conservative Party, but this election showed different press allegiances. AO3: We can conclude that support from the media is crucial, and Labour felt the damage done by the media in 1992 cost them the election and they had fixed this core problem. AO1: The Labour Party was united and not beset by any factional warfare as the Conservatives were. AO2: The core message given out by Labour was one of unity and discipline. This has the effect that a party has a clear vision of how it will govern and the unity in opposition can be transferred to unity in government. AO3: Parties that are united can succeed but parties that are disunited and split lose public confidence and votes. AO1: The Labour campaign was excellent and outshone that of the Conservatives. AO2: Labour had a much more efficient and effective grip on its campaign. It had learned from its previous mistakes, and this instilled a sense of professionalism which enhanced its potential to form a new government. The campaign strategy was well executed and productive covering many aspects needed to instil confidence and secure victory. AO3: We can conclude that presentation and message are vital to success. AO1: The policies which the Labour Party presented to the voting public were appealing and inspiring. AO2: Reform to the constitution had been avoided by the Conservatives in the last 18 years but reform in areas where there had long desired change – such as the House of Lords, devolution, and human rights carried great voter appeal. AO3: We arrive at a verdict that alongside choosing the right topics to fight the election on appealed to the public.