Differences between political and corporate advertising
Posted on Aug 15, 2012 by YuMe
The approach used by TV and online video advertisers in the corporate realm has to be different than the advertising tactics employed in political campaigns, according to one expert.
Elizabeth Wilner, an advertising professional, wrote in an August 9 AdAge article that what works in political advertising is often a bad strategy for corporate advertisers to use.
"Between corporate and political advertising, the definition of success, and particularly the means used to achieve it, are growing further apart with each passing cycle," she wrote. "On many fronts, the corporate and political approaches have become diametrically opposed."
For starters, one of the main differences deals with market share. Wilner described political advertising as a zero-sum game, meaning that while a 49 percent market share is great for a toothpaste company, it is a losing proposition for a political candidate.
As such, political advertising needs to take an approach to television and online video ads that would not work in a corporate campaign. Political ads frequently dwell on recent news and negative information about an opponent. In contrast, Wilmer wrote that corporate ads take a more drawn-out approach that gives each ad more staying power, while also generally avoiding outright bashing of the competition.
Understanding the best approaches for campaign-related online video ads has become increasingly important for candidates, because the internet allows politicians to reach specific voting blocs much more effectively than other channels have in the past, according to Politico.