• by Wayne Friedman , Staff Writer, April 7, 2015

Pure facts in a TV/digital political advertsing ad can leave a lot left behind -- like real story teliing. 

Speaking at the Marketing: Politics event, Casey Phillips, founding partner, Red Print Strategy: “We getting better at it. In the past we focused on a lot of logic-based messaging versus emotional-based messaging — which is what the left tends to grab onto.”

He adds: "You need to connect the dots -- [using words] like ‘but’ and ‘therefore’ rather than ‘and’ and 'and'. This is especially true when you get down to micro-targeting.”

Anton Vuljaj, director of IMGE says: “We are better at telling a story online — moving people down the messaging or engagement funnel... Measurement is really the next thing [for creative and media]. There was some focus on it in 2014 there will be a bigger focus on it in 2016.

Patrick Ruffini, partner/co-founder of Echelon Insights: "The story that is being told through social media to motivate your own supporters to give money — that’s where where we have fallen down. We haven’t applied principles of storytelling and narrative to even the list building functions of the campaign… We need to broaden it; there are new audiences we need to reach.”