Have you really THOUGHT about why you advertise where you advertise? This campaign season – consider the wear factor.
Wear (wâr) Verb
To damage, diminish, erode
To fatigue, weary, or exhaust
To break down
Will your campaign wear on the voter? Will they get exhausted from hearing your version of, “and I approve of this message” on the radio? How weary will they be of seeing your smiling family portrait on TV? Will yard signs with your name in (pick red/white/blue) eventually fatigue in their line of site?
By the time people go TO vote, have you exhausted, fatigued or eroded your relationship with them? Will they wish Election Day over, and not show up for you? If you have put a majority of your campaign budget into intrusive mediums, you have set yourself up to wear down your constituents.
Radio, television, phone banks and direct mail are an intrusion into the voter’s life, usually interrupting their leisure and enjoyment. How many times does an undecided voter allow you to postpone their entertainment and still feel good about voting for you?
Newspaper campaign advertising is not considered an intrusion. In fact, ads are an integral and desired part of the content of newspapers. According to a MORI study,
- 52% say newspaper is where they go to look for ads; Internet is second with 10%
- 46% of the respondents preferred receiving advertising information from a newspaper; TV is second with only 10%.
Most importantly for you, according to a Millward Brown study, most respondents (42%) rated newspaper advertising as most credible (compared to TV, radio, magazines and the Internet).
The Pulse Research studies of Missouri voters in the three past general elections showed Missourians found newspapers to be the most believable and most helpful form of political advertising. A majority said TV was the most offensive form of political advertising.
Is your goal to annoy the people you want to vote for you? Are you damaging your own campaign? Exhausting the voters of your district?
How much have you budgeted for intrusive mediums? How much for newspaper?
Best regards,
Greg Baker
Director of Advertising Services
www.mopress.com
