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They don't have to be. Present the people with policies that they want and the public will do all the work themselves.
The problem is getting the word out is expensive. Advertisement buys aren’t cheap.
A motivated voter seriously engaging with their social network is worth a lot more than an ad buy. The whole ad world is trying to smuggle their advertising as the genuine thoughts of a real person and politics is acting like it's still the age of Must See TV.
True but is there any indication of that currently working on the same level in terms of the return on the ad buy that a TV ad can produce? Ads are passive and they work.
Do they? We've outspent Trump in three elections now and still lost two of them. Is there any actual measure of the value of an ad for political purposes? It's not like business where you could note an increase in sales after you run an ad campaign, there's one single opportunity to "buy" and it's a secret. Anything you learn in that one campaign you just have to hope still applies years later in a different environment with a different candidate.
I'm sure they have some benefit, but the only time I've ever seen someone talk about political advertising was either when they were sick of seeing them or when an ad was going viral because regular people were using their social networks to share it.
Yes, they do work. Anyone who thinks marketing and advertising are ineffective on them ate just ignorant of how ads work on them.
If you study advertising or marketing you'll inevitable learn about Charmin toilet paper in the USA. They ran a campaign that was irritating regarding people squeezing toilet paper rolls because they were so soft. "Don't squeeze the Charmin" was their slogan. People hated the ad. They complained about the ad to stations but Charmin also sold a shitload of toilet paper based on this ad campaign so even irritating ads can work.
They do get the word out. The problem is that we don't believe them.
And guess what the innovation in advertising this last cycle was? Cheap, to voters, text messages asking for funding. Sounds like a great time to dump the dead-weight corpos and win some elections
And what was the turnover on those buys? The fact that texts aren’t expensive doesn’t mean that is effective.