Election Day is November 2nd and in the next two months, traditional advertising vehicles will be bombarded with political advertising. Expect to see more TV, radio, outdoor and print advertising advocating a specific candidate, issue or initiative. Even though this is a mid-term election, there are so many congressional (both senate and house) and governor elections, traditional advertising channels will be inundated with political advertising.
There are two major impacts for marketing professionals:
- Inventory of available advertising space is extremely low
- People will become numb to advertising due to the political ad messages
Studies have shown that negative advertising moves the polls for and against candidates more than ‘what I stand for’ advertising. The fact that people tend to retain negative information longer than positive information is another reason why negative political advertising is so effective. Since it is effective is shaping opinions, we know we will see negative ads. We always do.
Prior to Election Day, advertisers should consider alternate advertising vehicles. For example, focusing on a vertical market segment. If you are trying to reach men, focus on sports related media like Sports Illustrated or ESPN.com.
However, all is not doom and gloom as advertisers take for granted that the public’s dislike for political ads will spillover to product ads. It is our opinion that there is a contrast effect for product/service advertisers. Exposure to negative political ads impacts the consumer feelings about politics – product/service ads are unaffected by these feelings. In comparison with political ads, product ads appear even more attractive and credible.
Advertisers create entertaining, emotional and humorous ads positioning products/services in the most attractive light. Positivity is the face of product/service advertising. In contrast, political advertisers typically anger, disgust and repulse their audience.
Advertisers should prepare for November 3rd (the day after Election Day) with renewed effort. The inventory will be available and the public will be more receptive to your message.
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