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Article: Bush won the ad war, but at a cost.(president George W. Bush)(Brief Article)

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Advertising Age
Article date:
November 8, 2004
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A billion dollars here, a billion there, and what did we get? A winner, a loser and a fractured country. The tack and attack flipped (for President Bush) and flopped (for Sen. Kerry). In marketing, there was one fundamental difference: Bush the brand stood for something; Kerry stood for too much (and so nothing).

Theme of the Bush political, marketing and advertising campaign: Winning the war on terror. Kerry? It's varied: "A stronger America,'' "Hope is on the way,'' "A fresh start'' and other not-so-fresh appeals.

Candidates, parties and advocacy groups spent at least $1.2 billion on the presidential election, estimates the Center for Responsive ...

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