Jonah Patel
Political campaign advertising is a form of propaganda used to influence political debates and, ultimately, voting behaviour. The period over which political campaign advertising is possible varies from country to country. For instance, while campaigns in the United States can last a year or more, advertising in the UK and Ireland is restricted by law to just a few weeks before the election. In this digital age, social media has become a powerful tool for political messaging, enabling campaigns to reach large groups of constituents with minimal effort and expense. However, traditional advertising methods such as brochures, flyers, and television commercials still play a significant role in political campaigns. This discussion will explore the various strategies and platforms used in political campaign advertising and the legal considerations that come into play.
| Characteristics | Values |
|---|---|
| Duration of campaign | The duration of political campaign advertising varies from country to country. In the US, campaigns can last a year or more, while in the UK and Ireland, advertising is restricted to a few weeks before the election. |
| Type of advertisement | Positive and emotional advertisements that evoke an emotional bond with the voters, or negative and aggressive attack ads that ridicule the opponent. |
| Platform | Social media platforms like Facebook, Instagram, and Twitter are commonly used for political advertising due to their wide reach and targeting options. Other platforms include Google Ads, Google Display Network, and email marketing. Offline platforms include brochures, flyers, print advertisements, and television commercials. |
| Target audience | Targeting specific demographics such as age, gender, political leaning, and location can help tailor the message and increase the impact of the campaign. |
| Timing | Running shorter campaigns with a higher volume of ads closer to Election Day is often more effective than longer campaigns with low-volume ads. |
| Compliance | Adhering to disclosure rules and regulations set by platforms and government agencies, such as providing personal information and verifying mailing addresses for Facebook political ads. |
| Budgeting | Cost-effective strategies like self-serve platforms and digital advertising are recommended, especially for campaigns with tight budgets. |
| Branding | The candidate's branding should convey trustworthiness and be easily understandable, with consistent use of colors, fonts, logos, and symbols across all platforms. |
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What You'll Learn
Social media and digital advertising
There are several ways to leverage social media and digital advertising for effective political marketing:
- Paid Social Media Ads: This involves running paid promotion on social media sites through ads or sponsored content. It includes display ads (visual ads placed on websites, apps, or social media networks that are clickable and redirect users to dedicated landing pages) and native ads (paid digital advertising that matches the content, visual feel, and form of the media they appear in). Facebook, Twitter, and TikTok have been particularly influential in this space.
- Owned Social Posts: Political entities create and share their social media posts on their owned channels. This can include live video, which encourages meaningful and personable dialogue with constituents.
- Influencer Marketing: This involves partnerships with popular social media users or influencers who promote the campaign to their followers.
- Email and Text Marketing: Political campaigns can integrate email and text marketing platforms with their social media profiles and websites. This allows for seamless giving experiences and the ability to send event invitations and registration links.
- Fundraising Platforms: Digital tools such as iDonatePro, Donorbox, ActBlue, WinRed, and Numero can help raise money for campaigns by offering secure online donations, donor management features, and crowdfunding capabilities.
- Compliance and Transparency: It is essential to understand and adhere to the legal regulations, platform-specific rules, and broader regulatory guidelines governing political advertising on social media. This includes fact-checking, disclosing ad sponsors, and responding to public feedback to maintain campaign integrity and credibility.
By utilizing these strategies and tools, political campaigns can effectively reach and engage with their target audiences, build trust, and increase their chances of success.
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Subliminal messaging and attack ads
Subliminal messaging is a powerful technique used in advertising to engage consumers on a subconscious level. These messages are designed to be inaudible to the conscious mind but audible to the unconscious, deeper mind. They are subtle yet clever, using colours, shapes, and words to create small but powerful associations with a brand or intended meaning. A well-known example is the Tostitos logo, where the fourth, fifth, and sixth letters in the brand name also depict two friends sharing chips and salsa.
In the context of political campaigns, subliminal messaging can be used to further certain agendas or attack an opposing candidate. A well-known example of this is the 2000 Bush vs Gore presidential race, where Bush's team used subliminal messaging to display the word "RATS" more prominently than the rest of the words when flashing "Bureaucrats" across the screen. This led to speculation and criticism, with some believing it was a deliberate attempt to associate Gore's campaign with a derogatory term.
While subliminal messaging in political campaigns can be risky and controversial, it can also be effective in influencing voter perceptions and decisions. It is important to note that subliminal messaging should be subtle and not obvious, as it risks backfiring and being perceived as manipulative.
Attack ads, on the other hand, are a more direct form of negative campaigning or smear campaigns. They are designed to personally attack an opposing candidate or political party to gain support for the attacking candidate. Attack ads often unfairly criticise an opponent's political platform, character, or policies, using innuendos and opposition research. A famous example is the "Willie Horton" ad used by George H.W. Bush's campaign against Michael Dukakis in the 1988 presidential election. The ad criticised Dukakis's prison furlough program by associating it with a convicted murderer's release and subsequent crimes.
While attack ads can be effective in influencing voter perceptions and gaining support for the attacking candidate, they can also backfire and lead to criticism. It is important to carefully consider the issues being attacked and provide substantive arguments rather than relying solely on negative rhetoric. Additionally, unsubstantiated negative attacks can arouse curiosity among viewers, sometimes leading them to draw conclusions contrary to the advertiser's intent.
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Brochures, flyers, and other print media
Print media is an important aspect of political campaign advertising. This includes brochures, flyers, handouts, signs, banners, stickers, and more. Here are some tips for creating effective print media for your political campaign:
Brochures
When designing a brochure, keep the layout simple and ensure that the colours match your other campaign materials, such as yard signs and websites. Avoid using script fonts for better readability, and be mindful that using more colours can add to printing costs. The front of your brochure should clearly and succinctly communicate your main point. Consider using a question or a powerful statement to draw attention. Include at least one photo of the candidate, preferably a professionally shot photo on the cover, along with an "action shot" inside. Keep the content concise, highlighting your qualifications, experience, and accomplishments. You can also include testimonials or endorsements to add credibility. Finally, create a digital version of the brochure and upload it to your campaign website for easy access and sharing.
Flyers
Flyers are a cost-effective way to reach a large number of people. Choose an attractive design with a catchy headline and a combination of text and images to capture attention. Highlight your qualifications, goals, and key points of your platform. Make sure the flyer is easy to read and includes your campaign slogan, issues, and other relevant information. Hand out flyers in busy areas to reach a wider audience.
Other Print Media
In addition to brochures and flyers, consider utilising other print media such as signs, banners, stickers, and custom letterhead. These can be used to promote your campaign slogan, raise funds, and increase brand awareness. Offer political yard signs, posters, and campaign shirts to supporters, who can then become walking advertisements for your campaign. Ensure that all printed materials are of high quality and professionally designed to create a positive impression on potential voters.
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Timing and duration of the campaign
The timing and duration of a political campaign depend on several factors, including the region, the campaign budget, and the platforms used. For instance, the period over which political campaign advertising is possible varies significantly from country to country. Campaigns in the United States can last a year or more, while in the UK and Ireland, advertising is restricted by law to a few weeks before the election.
It is recommended to start formulating a marketing strategy early in the campaign and to begin with a few platforms and a small budget to see what works best. This allows for flexibility and the ability to shift the online advertising approach in response to new events and situations. It is also important to understand the target audience and their demographic characteristics and behavioural patterns to determine the most effective advertising avenues.
When it comes to the duration of the campaign, it is generally suggested that it is better to run a shorter campaign with a higher volume of ads closer to Election Day than a longer program with a low volume. Digital political campaign advertising campaigns typically last one to two weeks, with less than a week being considered too short. It is important to consider the time needed for the ads to gain scale and for the platform's machine learning to optimise ad serving. Additionally, scheduling ads to run until polls close can help prevent unnecessary spending.
In terms of specific platforms, the approval process for political advertising on platforms like Facebook and Google can take several weeks, so starting the process early is crucial. Facebook offers the most options for political campaign advertising, and its built-in social pressure makes it a critical platform to devote time and money to. Facebook's targeting options based on demographics, such as age, gender, and political leaning, can help ensure your message reaches the desired audience. Google also provides display ad marketing services, allowing for graphic ads to appear within web content, including news articles, emails, and online videos. Google's Display Network encompasses thousands of websites, and options for targeting include locations, keywords, age, and gender.
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Targeting specific demographics
Demographic factors such as age, gender, income, education level, occupation, and family status can be used to create targeted segments. For example, military families may be more receptive to initiatives supporting veterans, while households with children may be more interested in school funding. Similarly, understanding the political ideology of your target audience is crucial. For instance, targeting "Very Conservative/Hard Republican" voters would require a different approach than targeting "Very Liberal/Hard Democrat" voters.
Geographic targeting is another important aspect. By using location data, you can reach voters in specific districts or swing states, allowing you to align your messaging with the concerns of those voters. IP targeting, for instance, allows you to reach specific households and tailor your message to individual audiences.
Online behaviour and media consumption play a significant role in targeting. By understanding what websites people visit, what they watch on TV, and their social media engagement, you can infer their political interests and target them accordingly. For example, Facebook's "Detailed Targeting" service allows campaigns to target people based on their interests and online behaviour.
Additionally, consider using supply path optimization (SPO) to create direct pathways to premium, brand-safe inventory. When paired with identity data, SPO can offer precise targeting, premium inventory, and a streamlined supply path. This ensures your message reaches the right voters and maximizes your ad spend.
Finally, it is important to note that while targeting specific demographics is a powerful tool, it should be used ethically and with respect for data privacy and user consent.
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Frequently asked questions
The best way to advertise a political campaign depends on the target audience and the budget. Social media has become very important in political messaging, as it allows campaigns to reach large groups of constituents with minimal physical effort or expense. Facebook is generally a good place to start running ads, as it has the most options available for political campaign advertising. However, it is important to note that the success of a campaign will depend on understanding the target audience and their behavioural patterns.
The rules for advertising a political campaign vary depending on the country. Many countries restrict the use of broadcast media for political messages, such as the UK and Ireland, where paid advertisements are forbidden. In the United States, there is generally little regulation of political advertising content. However, it is important to note that subliminal advertising is prohibited by the FTC and FCC, and individuals can sue if they believe they were subjected to a subliminal message.
It is generally better to run a shorter campaign with a higher volume of ads closer to Election Day than a longer program with a low volume. Digital political campaign advertising might last one to two weeks, but running ads for less than a week can be risky as it can take a few days for the ads to gain scale. It is also important to schedule ads to end when polls close, so money isn't wasted.
