Campaigns use negative ads to attack an opponent. More than 80 percent of both Obama’s and Romney’s presidential campaign ads were negative. Negative MarketingĪs mentioned, negative campaigning remains a huge part of political campaigns. Leading up to the New Hampshire primary, about 25 percent of commercial time on some stations in the state consisted of presidential campaign ads, The New York Times reports.
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The cascade of TV ads appear during the primaries as well as the general election. This year’s election is no different, with NPR predicting that 2016 campaigns in federal races will spend a total of $4.4 billion on TV ads. While most of the ads were purchased in key battleground states, they also spread across the country.Ģ016 campaigns in federal races will spend a total of $4.4 billion on TV ads. The majority of these buys were for negative ads. According to The Washington Post, $896 million was spent in the 2012 presidential election on TV ads by the campaigns for Barack Obama and Mitt Romney. Television AdsĪdvertising on television is a major component of political campaigns. Here are some of the most commonly used political marketing strategies. Today, political campaigns follow pretty much the same set of plays to reach the largest amount of people. As television began to become ubiquitous, so did the type of political advertisements. Dwight Eisenhower’s “They Like Ike” song was played on the radio regularly and became one of the most memorable political advertising campaigns in history. The broadcast media offered a spot for unique messaging.
Television and radio, of course, allowed for more than just seeing and hearing the candidates. This debate was one of the biggest moments leading up to Kennedy winning the election.Īs television began to become ubiquitous, so did the type of political advertisements. However, everyone who saw Nixon struggling and sweating on television thought he was toast compared to the handsome John F. Teal explains that radio listeners called the debate for Richard Nixon. The famous Kennedy-Nixon debate was the first to be nationally televised.
Roosevelt’s radio fireside chats helped Americans get to know him better than any president before. “You could seek out a message … in a newspaper,” Republican strategist Gary Teal explains, but a candidate “couldn’t reach you proactively.” Radio gave the general public a better understanding of who candidates were, just by hearing them. Up until the birth of radio, the majority of voters didn’t hear candidates speak. Even then, the odds of a campaign staying positive were little to none. Back then, political parties created inflammatory chants to shout at campaign events. In return, Adams’ people called Jefferson an atheist.Ĭandidates regularly spread lies about each other throughout the 1800s, when most campaigning took place in person and in rudimentary periodicals. Thomas Jefferson’s supporters were constantly spreading the word that opponent John Adams was a monarchist. According to a history of political ad campaigns by KCET, candidates were mudslinging as early as 1800. The earliest American elections featured notorious negative tactics. Voters had the ability to support candidates they liked. But because America was established as a democracy, the political game changed. From Roman emperors holding gladiator fights to European monarchs building city improvements, leaders seeking to gain the favor of the people is not anything new. Politicians have always used techniques to court the support of the masses. A Brief History of Marketing and Politics Presidential campaigns use huge staffs of marketing experts who work to spread effective messaging widely. In politics, the product is the candidate. Merriam-Webster defines marketing as the activities involved in making people aware of a product. That is where political marketing strategy comes in. Voters must be able to envision a candidate as president of the United States. However, a candidate’s image also plays a significant role. Certainly, the issues remain an important part of political campaigns.
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With the presidential election in full swing, Americans are focused on deciding who will get their vote.
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