One typically associates advertising with consumer goods and products but in this day and age these commodities can take many different shapes and forms. The public and private sector have been put into silos since the Founding Fathers elucidated their plans for their new nation but in the 21st century the walls between these two arenas are being broken down by more than just regulatory ability. Citizens United and political action committees have altered the way that campaigns are run and the idea that "speech is money" has greatly increased political advertising spending in the last decade. Additionally, an the ever increasing presence of political candidates and campaigns in digital spaces and on social media has increased the flow of information to the American public. Political candidates are being marketed and advertised in much the same way that consumer goods are sold to Americans by corporations. This fascinating new trend has increased donations to political candidates, increased media buys during election cycles, and forever altered the way that the American people will view the electoral process. The flow of information to every citizen has become increasingly efficient, but on the flipside has led to increasingly divisive advertisements and speculation that individuals with considerable power and influence control our government through financial channels. Whatever the case, it appears this form of campaigning is here to stay for now.
Look for instance at the Obama campaigns in both 2008 and 2012. The Obama '08 campaign will go down in the history books as one of the greatest feats in the American electoral process. The first major use of the internet and social media by a political candidate, grassroots campaign efforts, an inspiring political figure running for the presidency, and the increased influence of money in politics all led to a unique sequence of events that elected the first African American to the highest office in the land. Look at this from the point of view of an advertiser... The product is a solid political candidate, though a good 40% of the American people will inherently disagree with the product's features (political beliefs, stance on issues, etc.) a successful sales objective is only 51% of the American population. How do you achieve this goal? Reach out to every single American voter with a media strategy focused on battleground states through grassroots, localized efforts and utilize huge campaign coffers to make TV buys and create a strong online presence. Additionally, from a creative aspect the rhetoric and tags that identify the campaign such as "Change" with numerous campaign speeches and ads focused around that theme hit home with a public that is disenfranchised with the last product they "purchased" - the Bush Administration. The 2012 campaign featured even more skilled use of media and digital strategy based on 8 years of information acquisitions and data mining by strategists. A closer and tighter race necessitated a stronger strategy that moved away from the creative side and focused more on the planning side. Successful in both cases, the Obama Campaign and Democratic Party showcased their ability to more accurately reach the American consumer and citizen with a message that resonated more clearly.
There is a strong move towards the consumerization of politics - advertisers, marketers, and political strategists will have to keep pace with this movement in the coming years if they want to successfully sell their candidate.
Look for instance at the Obama campaigns in both 2008 and 2012. The Obama '08 campaign will go down in the history books as one of the greatest feats in the American electoral process. The first major use of the internet and social media by a political candidate, grassroots campaign efforts, an inspiring political figure running for the presidency, and the increased influence of money in politics all led to a unique sequence of events that elected the first African American to the highest office in the land. Look at this from the point of view of an advertiser... The product is a solid political candidate, though a good 40% of the American people will inherently disagree with the product's features (political beliefs, stance on issues, etc.) a successful sales objective is only 51% of the American population. How do you achieve this goal? Reach out to every single American voter with a media strategy focused on battleground states through grassroots, localized efforts and utilize huge campaign coffers to make TV buys and create a strong online presence. Additionally, from a creative aspect the rhetoric and tags that identify the campaign such as "Change" with numerous campaign speeches and ads focused around that theme hit home with a public that is disenfranchised with the last product they "purchased" - the Bush Administration. The 2012 campaign featured even more skilled use of media and digital strategy based on 8 years of information acquisitions and data mining by strategists. A closer and tighter race necessitated a stronger strategy that moved away from the creative side and focused more on the planning side. Successful in both cases, the Obama Campaign and Democratic Party showcased their ability to more accurately reach the American consumer and citizen with a message that resonated more clearly.
There is a strong move towards the consumerization of politics - advertisers, marketers, and political strategists will have to keep pace with this movement in the coming years if they want to successfully sell their candidate.