Best Practices for Political Advertising Online

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When do people really make up their minds about candidates and issues? At the last minute these people may vote the party all the way down the ballot or vote on their emotions for specific candidates based on something they see that morning. The Internet clearly has the potential to reach this group to help them make up their minds. people need to change their voter registration and are relatively easy to find through efforts geared towards their change in home address. • People who have registered but have not consistently voted are people who sometimes vote but might have work schedule conflicts, child care emergencies, or travel requirements which keep them from voting.

Consumers Consider Most and Least Essential to Their Lives, 2002 & 2007 51 2002 Most Display advertising is unique in its ability to simultaneously serve both the awareness and performancebased objectives of political campaigns. com). The performance aspects of display advertising online have been proven many times over in the commercial world as evidenced by numerous cross media effectiveness studies and revenue growth. Companies like Intel allocate over 35 percent of their marketing budgets online, further supporting the success of online advertising as a medium to connect with any target audience.

Campaigns need a well-thought out strategy for buying issue words and should retain the services of someone with experience for this task. Being highly relevant in your advertising process will drive the returns you achieve. Buying keywords around “Iraq War,” for example, and serving a generic ad that clicks into your homepage will yield poor relevancy often resulting in either high cost per clicks (CPCs) or outright rejection by a search engine. Issue-based advertising in a search engine requires discipline to maintain high relevancy.

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