• Don't Get The Wrong Impressions: TV Ads Rarely Decide Elections
    Recent columns and comments in this space reflect competitions among political consultants and media outlets for election spending dollars. Use branded channels, Sean Cunningham and, indirectly, Michael Beach argued. Broadcast TV reigns supreme, Abby Auerbach responded. Don't forget geo-targeted online video, said Roy Moskowitz.
  • Campaign Emails: Too Much Of A Good Thing
    There are just three weeks until the mid-term elections. Major fundraising is done. The phone banks are staffed. The candidates are on the campaign trail and debate prep is in high gear. Now is the time for campaigns to make their last-minute push to solidify their base and get out the vote. It's also time for the candidates to start to think about managing the outcome by engaging with the unengaged and carefully spinning the right message to the voters that aren't likely to fall their way.
  • Candidates Need To Break With Tradition To Win In 2014

    In “The Top 10 Worst Places to Live,” Michael Beach captures one marketing tragedy of local politics: DMAs don’t line up with political districts, so much of the homestretch ad volume bombards people who can’t vote for the candidate. That’s half the story. The other half is that some people who can vote go numb from seeing so many ads from the same candidates on the same channels so many times. 

    Put simply, the conventional political media playbook is out of sync with modern life. It fails to use the full TV spectrum, and as a result ...

  • The Top Ten 'Worst Places to Live'
    The upcoming midterms are a great demonstration of the bipartisan waste and inefficiencies in traditional television ad buying methods. Since Designated Marketing Areas (DMAs) don't align with many political districts, many places in the country are (or are about to be) swamped in campaign ads - from neighboring states. In some cases, campaigns spend up to 80% of their TV dollars in geographies out of their districts, to households that legally can't vote for them. With this in mind, we've broken down the top ten DMAs by broadcast spending, identifying which parts of these top DMAs fall outside state lines ...
  • How The Democratic And Republican National Committees Are Faring On Facebook
    The 2014 U.S. mid-term elections are upon us, and with candidates nationwide vying for Americans' votes at the polls, it's clear that political leaders are using a variety of different tactics to get in front of the public. In recent years, the use of social media to engage with voters has been on the rise, and our company took a look at the social presence of the two major political parties on Facebook to see how they compared.
  • 'Think Again, Turn Away': The State Department's Response-in-Kind To ISIS Marketing
    It is now agonizingly clear to all of us that ISIS uses social media well. Along with the beheading videos, ISIS has pitched Somali-American teenagers in Minneapolis with what UMass Lowell Professor Mia Bloom calls "a potent combination of Somali patriotism and pride to engender guilt that can only be redressed through mobilization. Specifically, recruiters explain that those in the Somali Diaspora are a let-down to their countrymen and that there is nobody else who can help save them."
  • Peccadillos Of The New Political Polling
    Polling has always been an interesting mix of marketing and science. Traditional polling is one of those subjects that only the few seniors or grad students who took courses like "Survey Sampling 501" can truly understand. For example, how could a poll of only 540 people realistically determine who was going to vote for Mitt Romney in Ohio?
  • A Peek Inside The Nunnery
    On July 28, National Review published a 144-page planning document for the Michelle Nunn Senate campaign in Georgia. Nunn is the Democratic nominee vying for an open seat in a year where party control of the Senate could hinge on the outcome. The leaked plan was undated but it referenced an upcoming Dec. 17, 2013, meeting, so it is at least that old. While it looks very much like a comprehensive plan, encompassing 13 different aspects of the campaign, it says nothing about mass media creatives and buys. But it does contain details about online marketing, especially in connection with ...
  • Tick Tock: Political Digital Persistence
    It is now the second week of August, 91 days before the 2014 mid-term elections. This election cycle will determine 38 governorships (eight of which are considered toss-ups). All 435 House seats are obviously on the ballot but only 81 contests are actually competitive and just 15 or so are currently viewed as vulnerable to an upset.
  • Take Your Medicine And Check Your Diet
    We have science now that shows that the old marketing ways are maybe maladaptive to our current environment. Most media buyers are running their shops - with a few exceptions - like it was 2004.
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