How 21 Presidential Hopefuls Are Marketing Themselves to the Masses

The Presidential Ad Race Is On

By Published on .

A large part of winning a presidential nod is using the right rhetoric -- and having deep pockets. This election season, 21 candidates hope to shift public opinion in their favor with polished speeches and a bit of alliteration in order to claim the Oval Office. Yes, it's politics. It's also advertising, plain and simple.

For the most part, the strategies look pretty standard, even with 21 candidates (declared or undeclared) on the board. "What's surprising is that we haven't seen any surprises, despite the existence of so many candidates seemingly raising the odds that something unexpected would happen," said Elizabeth Wilner, political senior VP, Kantar Media Intelligence.

But then there's Donald Trump, criticized for his comments on illegal immigration, and apparently benefiting from it all the same. Already, he has been immortalized on the cover of The New Yorker, which caricatured his disruptive entrance into the GOP pool by painting him as a carefree belly flopper.

In the Democratic field, there are far fewer candidates. Five hopefuls are vying for the presidency, though former first lady Hillary Clinton dominates the spotlight. She's secured more than $47 million in funds, some three times what rival Bernie Sanders, senator from Vermont, has raised.

Still, it's anyone's game.

AllThe DemocratsThe Republicans
Fundraising to date in thousands of dollars
1 Hillary Clinton Slogan: It's your time
Key players: John Podesta, campaign chairman; Robby Mook, campaign manager
$47,500
2 Bernie Sanders Slogan: A political revolution is coming
Key players: Jeff Weaver, campaign manager
$15,200
3 Ted Cruz Slogan: Reigniting the promise of America
Key players: Jeff Roe, campaign manager
$14,300
4 Jeb Bush Slogan: All in for Jeb
Key players: David Kochel, chief strategist; Danny Diaz, campaign manager
$11,500
5 Ben Carson Slogan: Heal. Inspire. Revive.
Key players: Barry Bennett, campaign manager
$10,600
6 Marco Rubio Slogan: A new American century
Key players: Terry Sullivan, campaign manager
$9,800
7 Rand Paul Slogan: Defeat the Washington machine. Unleash the American Dream.
Key players: Doug Stafford, chief political strategist; Chip Englander, campaign manager
$6,900
8 Lindsey Graham Slogan: Ready to be commander-in-chief on day one
Key players: Christian Ferry, campaign manager; Jeff Immelt, co-chair finance committee; Ronald O. Perelman, co-chair finance committee
$3,700
9 Mike Huckabee Slogan: From hope to higher ground
Key players: Bob Wickers, pollster and media consultant; Sarah Huckabee Sanders, campaign manager
$2,000
9 Martin O'Malley Slogan: New leadership
Key players: Bill Hyers, chief strategist; Adam Goers, campaign manager; Lis Smith, campaign manager
$2,000
11 Donald Trump Slogan: Make America great again
Key players: Corey R. Lewandowski, campaign manager
$1,900
12 Carly Fiorina Slogan: New possibilities. Real leadership.
Key players: Frank Sadler, campaign manager
$1,700
13 Rick Perry Slogan: A record of leadership
Key players: Jeff Miller, campaign manager
$1,100
14 Rick Santorum Slogan: Restore the American dream for hardworking families
Key players: John Brabender, chief strategist; Terry Allen, campaign manager
$600
15 Bobby Jindal Slogan: Tanned. Rested. Ready.
Key players: Curt Anderson, chief strategist; Timmy Teepell, campaign manager
$578
16 Lincoln Chafee Slogan: Prosperity through peace
Key players: Jonathan Stevens, campaign manager
$400
17 George Pataki Slogan: People over politics
Key players: Vincent Balascio, campaign manager
$255
Chris Christie Slogan: Telling it like it is
Key players: Ken McKay, campaign manager
N/A
John Kasich Slogan: Building a better country
Key players: Beth Hansen, campaign manager
N/A
Scott Walker Slogan: Reform. Growth. Safety.
Key players: Rick Wiley, campaign manager
N/A
Jim Webb Slogan: Leadership you can trust
Key players: David Saunders, strategist; Craig Crawford, communications director
N/A
Sanders Is Gaining Traction Even As Clinton Dominates
Fundraising to date in thousands of dollars
1 Hillary Clinton Slogan: It's your time
Key players: John Podesta, campaign chairman; Robby Mook, campaign manager
$47,500
2 Bernie Sanders Slogan: A political revolution is coming
Key players: Jeff Weaver, campaign manager
$15,200
3 Martin O'Malley Slogan: New leadership
Key players: Bill Hyers, chief strategist; Adam Goers, campaign manager; Lis Smith, campaign manager
$2,000
4 Lincoln Chafee Slogan: Prosperity through peace
Key players: Jonathan Stevens, campaign manager
$400
Jim Webb Slogan: Leadership you can trust
Key players: David Saunders, strategist; Craig Crawford, communications director
N/A
Trump Is Grabbing Headlines Despite Crowded GOP Field
Fundraising to date in thousands of dollars
1 Ted Cruz Slogan: Reigniting the promise of America
Key players: Jeff Roe, campaign manager
$14,300
2 Jeb Bush Slogan: All in for Jeb
Key players: David Kochel, chief strategist; Danny Diaz, campaign manager
$11,500
3 Ben Carson Slogan: Heal. Inspire. Revive.
Key players: Barry Bennett, campaign manager
$10,600
4 Marco Rubio Slogan: A new American century
Key players: Terry Sullivan, campaign manager
$9,800
5 Rand Paul Slogan: Defeat the Washington machine. Unleash the American Dream.
Key players: Doug Stafford, chief political strategist; Chip Englander, campaign manager
$6,900
6 Lindsey Graham Slogan: Ready to be commander-in-chief on day one
Key players: Christian Ferry, campaign manager; Jeff Immelt, co-chair finance committee; Ronald O. Perelman, co-chair finance committee
$3,700
7 Mike Huckabee Slogan: From hope to higher ground
Key players: Bob Wickers, pollster and media consultant; Sarah Huckabee Sanders, campaign manager
$2,000
8 Donald Trump Slogan: Make America great again
Key players: Corey R. Lewandowski, campaign manager
$1,900
9 Carly Fiorina Slogan: New possibilities. Real leadership.
Key players: Frank Sadler, campaign manager
$1,700
10 Rick Perry Slogan: A record of leadership
Key players: Jeff Miller, campaign manager
$1,100
11 Rick Santorum Slogan: Restore the American dream for hardworking families
Key players: John Brabender, chief strategist; Terry Allen, campaign manager
$600
12 Bobby Jindal Slogan: Tanned. Rested. Ready.
Key players: Curt Anderson, chief strategist; Timmy Teepell, campaign manager
$578
13 George Pataki Slogan: People over politics
Key players: Vincent Balascio, campaign manager
$255
Chris Christie Slogan: Telling it like it is
Key players: Ken McKay, campaign manager
N/A
John Kasich Slogan: Building a better country
Key players: Beth Hansen, campaign manager
N/A
Scott Walker Slogan: Reform. Growth. Safety.
Key players: Rick Wiley, campaign manager
N/A
Source: Federal Election Commission Filings
Photo: Bush, Trump, Perry, Sanders: Bloomberg News; Santorum: Gage Skidmore via Creative Commons; All others courtesy of candidates
Charts by Chen Wu

In this article:
Most Popular