7.3 Advertising in traditional media

Traditional media advertising remains a crucial component of political campaigns. TV and radio spots offer broad reach and emotional appeal, while print and outdoor ads provide targeted messaging and visual impact.

Campaigns strategically balance reach, frequency, and cost-effectiveness across various channels. They employ sophisticated targeting techniques to deliver personalized messages to key voter segments, maximizing the impact of their advertising dollars.

Television and Radio Advertising

Broadcast Advertising Formats

Top images from around the web for Broadcast Advertising Formats

• 

  Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original

  Is this image relevant?

• 

  Everything you need to know about political ads : Sunlight Foundation View original

  Is this image relevant?

• 

  Message to advertisers: give us compelling storytelling View original

  Is this image relevant?

• 

  Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original

  Is this image relevant?

• 

  Everything you need to know about political ads : Sunlight Foundation View original

  Is this image relevant?

1 of 3

Top images from around the web for Broadcast Advertising Formats

• 

  Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original

  Is this image relevant?

• 

  Everything you need to know about political ads : Sunlight Foundation View original

  Is this image relevant?

• 

  Message to advertisers: give us compelling storytelling View original

  Is this image relevant?

• 

  Media and Politics in the U.S. Presidential Election: A Virtual Roundtable - CJMD View original

  Is this image relevant?

• 

  Everything you need to know about political ads : Sunlight Foundation View original

  Is this image relevant?

1 of 3

• Television ads consist of visual and audio content aired during programming breaks
• Radio spots involve audio-only advertisements broadcast between songs or talk segments
• Both formats allow for creative storytelling and emotional appeals to voters
• Television ads can utilize visual imagery, graphics, and text to reinforce messages
• Radio spots rely on voice actors, sound effects, and music to create mental imagery

Reach and Frequency Considerations

• Reach refers to the number of unique individuals exposed to an advertisement
• Frequency measures how often each person sees or hears the ad
• Television typically offers broader reach but at a higher cost per impression
• Radio provides more frequent exposure opportunities, especially during drive times
• Campaigns balance reach and frequency based on budget and messaging goals
• Saturation advertising involves high-frequency exposure in a short timeframe

Measuring Ad Effectiveness

• Gross Rating Points (GRPs) calculate the total weight of a media schedule
• Cost Per Thousand (CPM) assesses the efficiency of reaching 1,000 viewers or listeners
• Share of Voice (SOV) compares a campaign's ad presence to competitors
• Recall tests gauge how well viewers remember key ad elements after exposure
• Message penetration tracks the percentage of the target audience aware of campaign themes

Print and Outdoor Advertising

Traditional Print Media Strategies

• Print advertisements appear in newspapers, magazines, and direct mail pieces
• Newspaper ads offer timely placement and local audience targeting
• Magazine ads allow for high-quality visuals and specific demographic targeting
• Direct mail campaigns deliver personalized messages directly to voters' homes
• Print ads often include more detailed policy information than broadcast spots

Out-of-Home Advertising Techniques

• Billboard advertising displays large-format messages along roadways and in urban areas
• Transit ads appear on buses, subway cars, and at transportation hubs
• Street furniture ads utilize bus shelters, benches, and kiosks in high-traffic areas
• Digital billboards allow for dynamic content and quick message updates
• Guerrilla marketing tactics create unconventional outdoor advertising experiences

Strategic Ad Placement and Design

• Ad placement strategies consider audience demographics, traffic patterns, and visibility
• Newspaper ad positioning focuses on above-the-fold placement and section relevance
• Magazine ad placement targets specific issues or sections aligned with campaign themes
• Billboard locations are selected based on daily traffic counts and viewer dwell time
• Design elements like color, font size, and imagery are optimized for each medium
• Consistent branding across all ad formats reinforces campaign identity

Media Strategy and Targeting

Media Buying Process and Considerations

• Media buying involves purchasing advertising space or airtime from media outlets
• Campaigns negotiate rates, placement, and scheduling with media representatives
• Bulk buying across multiple outlets can secure discounts and broader coverage
• Programmatic ad buying uses algorithms to purchase digital ad inventory in real-time
• Media plans balance reach, frequency, and cost-effectiveness across various channels

Audience Targeting Techniques

• Target audience identification uses demographic, geographic, and psychographic data
• Voter file analysis helps campaigns pinpoint likely supporters and persuadable voters
• Microtargeting utilizes big data to deliver highly personalized messaging
• Addressable TV advertising allows for household-level ad delivery on cable and satellite
• Geofencing targets mobile devices within specific geographic boundaries
• A/B testing compares the effectiveness of different ad versions on audience segments

Political Action Committee Advertising Strategies

• PACs operate independently from campaigns but often support specific candidates
• Issue advocacy ads focus on policy positions without explicitly endorsing candidates
• Electioneering communications air close to election day to influence voter opinions
• PAC ads often employ more aggressive messaging tactics than official campaign spots
• Coordination restrictions limit communication between PACs and candidate committees
• Disclosure requirements vary for different types of PAC advertising expenditures