First Negative Ad in Democratic Race to Air in Iowa This Week
by ademption, Mon Dec 03, 2007 at 03:48:51 PM EST
This diary is mainly FYI for those keeping score of what's happening in the advertising wars.
Well, the Associated Press has a new story out that says that the group Democratic Courage will air a negative ad against Hillary Clinton starting this week.
[more after the jump]
This political action committee Democratic Courage announced a few months (?) ago that they were going to run negative ads against HRC. Here's the website for this group:
The AP article states that Democratic Courage's ad buy will be very limited and that they will only air commercials on cable stations rather than the networks. I wonder if this PAC group will micro-target these ads to certain cable stations. I remember reading that Bush micro-targeted his cable ad buys to certain cable stations that catered to Nascar dads. Will this group use a scatter-shot or micro-targeting approach for their ad buys?
Here's a link to an interesting article titled "Buy Cable Smart:"
The author of this article presents a few things that groups should think about before buying a cable ad:
Before a cable buy is crafted, advertisers must be able to define a target audience as narrowly as possible: where do they live? What do they watch on television? What are their demographics?
There are one hundred cable stations that air advertising, many of which draw very specific, targeted audiences. With the tools of good market research, such as polling and through the market research firm Scarborough (available to all media buyers, but expensive), a media buyer can very effectively target advertising to a specific audience. But the first, most basic step is to know your audience.
It's worth noting that cable and the other new tools of politics mandate higher levels of market research and microtargeting. We now have the technology and tools to target video persuasion - better known as television ads - to narrow slices of the electorate, and soon we will be able to target individual households and voters. However, none of that will be useful unless we have sophisticated research tools and targeting capabilities. Conservatives are ahead on this front, having used research and microtargeting for mail and field campaigns for several cycles. In fact, Mitt Romney's presidential campaign is already using microtargeting research and running advertising on cable and broadcast aimed specifically at Republican primary voters in the early states, and also running national cable ads aimed at Republican fundraisers, activists, and party leaders<!--[if !supportFootnotes]-->[ii]<!--[endi
f]-->. It's a highly sophisticated marketing campaign that puts new tools to use. Progressives need to catch up.
Read the rest of the article to learn more about cable buys.
Anyway, just thought that it would be important to let people know that negative advertising will begin very soon in Iowa....