Political Consultants and American Elections: Hired to Fight, Hired to Win by Dennis W. Johnson

Author:Dennis W. Johnson [Johnson, Dennis W.]
Language: eng
Format: epub
Tags: Campaigns & Elections, Political Science, Political Process, General
ISBN: 9781138786356
Google: 4MUBCgAAQBAJ
Goodreads: 26270692
Publisher: Routledge
Published: 2015-07-03T00:00:00+00:00

Anatomy of a Television Commercial

Television commercials are extraordinarily important vehicles for conveying messages about candidates. Millions of dollars in television time might be committed to a particular campaign spot. While ads depend heavily on the skill and creativity of the ad team that puts them together, much more goes into the preparation of today’s political commercials.

The following is a hypothetical example of a high-quality, carefully researched and developed campaign commercial for a candidate in a gubernatorial race. Approximately $2 million will eventually be spent on television advertising for this gubernatorial campaign, and the first commercial prepared is a sixty-second biographical piece.

The gubernatorial race is for an open seat, and the commercial will be for Jim Bennister, the current lieutenant governor. Bennister won the lieutenant governor’s race three years ago and he received more votes than any other statewide candidate that year. Yet, Bennister is largely unknown to voters today. He has been overshadowed by the governor, has not used free media as effectively as he should have, and as a result he has relatively low name recognition.

The media team advises Bennister that the first commercial needs to be a biographical, soft piece—one that reintroduces him to voters. That decision came through a lengthy process involving research, market testing, and campaign instinct. Nine distinct phases are involved: research, buying decisions, ad concept, ad creation, testing, final production, launching the ad, airing the ad, and, finally, impact analysis.

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