So Much for Conventional Wisdom

Also: Rudy Uses National Broadcast, Garfield on Obama

By Published on .

Be sure to check out Ira Teinowitz's story post-Iowa:
WASHINGTON (AdAge.com) -- Mitt Romney and Hillary Clinton learned a basic truth of marketing the hard way: All the media weight in the world isn't going to help if people don't like the message or the product. With the New Hampshire primary one day away and Super Duper Tuesday looming in February, strategists and pundits are trying to parse the results of the Iowa caucuses, in which Republican Mike Huckabee and Democrat Barack Obama emerged victorious. Many advertisers will recognize the lessons they're learning. (READ MORE)
One thing I want to pull out that was near the end of the story -- and details of which were cut from the book due to space -- was the bit about Rudy Giuliani's buy. According to Ira:
The Giuliani campaign, which is placing its bets on Florida and the Feb. 5 contest, launched the first national network-TV ad buy for the presidential race in at least 12 years and maybe the first network-TV buy ever in a presidential-primary race. The tiny buy included a 60-second spot on the yearend "Fox News Sunday" program and another 30-second one that was set to run Jan. 6. Both were about Mr. Giuliani's 9/11 credentials.
Bob Garfield, in a provocative column, takes a look at Barack Obama and "acceptable blackness."

And if that's not enough for you, we have an editorial about the race as well.
We would never urge major marketers to mimic political advertising -- the lowest-common-denominator messages, the clutter of clich├ęs, the empty and meaningless promises, the sometimes-dubious quality of spots slapped together in a hurry. That's to say nothing of the vitriol contained in direct-mail pieces and the dirty tricks pulled in last-minute push polls and robo calls.

That said, there are things companies can learn from political marketing.
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