Monthly Archives: April, 2013

Political Marketing 2013

The Importance of  Political Marketing and Political AdvertisingImage

Today’s political campaign landscape offers many opportunities to connect with potential voters including email, phone, direct mail, and the Internet. A successful campaign will explore how all of these can be used in combination to achieve the ideal goals of the campaign.

            Political advertising is critical for raising awareness about a new candidate or an issue. Despite the presence of 24 hour news stations, most people are relatively uninformed on the myriad of issues or candidates up for election. In non-presidential years, it’s even more important that campaigns reach out to voters, since many are unlikely to show up to the polls without a push in that direction. With political advertising, the message is easily and quickly shared with the audience to raise their awareness and call them to action. A campaign that does not appropriately incorporate political advertising into their plan is one that will struggle to win.

            With the multitude of information that consumers are hearing and seeing every day, political advertising must stand out in order to make an impact. This is why many successful campaign drives use a combination of the above mentioned services in order to accomplish their goals. It has been said that people need to see or learn about something up to 3 times before it makes an impression in their mind, so communicating in several different fashions can help to cement a message and remind people of the importance of participation.

            Various people will pay attention to different forms of advertising, so it’s critical to cast a wide net in order to reach the most people possible. The person who might not pick up the phone is willing to click open an email and make a donations towards a candidate, and likewise the person not willing to sift through their email may take a few minutes to review a postcard at their mailbox. Repetition and various forms of political advertising help to get the word out there and remind people of their civic rights to vote.

            In order to learn more about the people you’re trying to reach, use demographic data and studies to discover what types of advertising are most effective. Some ways to break this down include according to age or geographic area. Telemarketing using a predictive dialer, direct mail and polling are good ways to start advertising. This allows for a targeted advertising campaign that reaches as much of the ideal audience as possible.  

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