CUTTING THROUGH PIGS AND CLUTTER ISN'T NECESSARILY A WINNING STRATEGY

摘要

Political advertising can teach us many things about marketing, whether it be the need for boots on the ground, the impact of direct mail, the power of big data, why TV still matters. Or how cutting through the clutter with a viral hit that gets you millions of free media impressions can be a completely useless thing. You may have heard of Joni Ernst. She's a Republican candidate for U.S. Senate in Iowa. She hasn't even made it through the primaries yet, but she's bubbled up into national news coverage twice. Not because of her policy ideas, not because she's won the endorsement of Sarah Palin, but rather because of her advertising.