In What Fundraiser Brad Karp Calls the Most Expensive Campaign in History, Does Political Advertising Pay Off?

 Last night after a long stressful day I decided to relax by streaming a movie on Hulu. There it was, before the film started: a political ad about Kamala Harris. 

My 40-years in communications had me rate the pitch as well-done. But to me there was the age-old question: Will it be effective? That is, will it move the dial on attitudes that result in the politico's getting the votes?

In advertising there had been the joke: Yes, half of advertising works, we only don't know which half. Given the escalating cost of advertising in these budget-consciousness times, such a casual assessment of designing/placing an ad can't be allowed.

Master fundraiser for the Democratic Party from law firm Paul, Weiss chair Brad Karp sized up the current campaign as the most expensive ever. Well, the application of data-based tools could not only make the Party's advertising effective. It could actually be the variable that wins a close race. 

That finding is a result of recent research co-done by UC Berkeley, with co-author David Broockman. The study has been published in the American Political Science Review on February 9, 2024. As the UC Berkeley press release explains:

"Broockman, in an interview, said ads developed with these new content-shaping systems can 'easily double the effectiveness of their advertising spending' — and be enough to swing the outcome of a close election."

But researchers add the warning that campaigns are fluid. The issues change. Therefore, there must be fresh probing of what will work in the coming advertising. Those in communications know it requires multiple showings for the message of an ad to sink in. The challenge is to determine through data how much that should be done before pulling that ad and adding new ones.

In my coaching, I tutor clients on how often they have to reset their elevator speech and overall personal brand messaging in these volatile times. 

In business and life you usually have only one shot at whatever. Up the odds of success with Jane Genova. I am an intuitive coach, tarot reader and content-creator. Complimentary consultation (please text/phone 203-468-8579 or email janegenova374@gmail.com)