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Article: Stretching ad dollars. (political advertisements)(Political Adviser)(Column)
- Article from:
- Campaigns & Elections
- Article date:
- June 1, 1998
- Author:
CopyrightCOPYRIGHT 1998 Campaigns & Elections, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Through strategic media buying, candidates are getting more bang for their bucks
In recent years, political media buying has evolved from a relatively uncomplicated, peripheral part of the campaign process into something of a center-stage science - an adaptation borne out of necessity. As we move deeper into the Information Age, many of the traditional rules of the media buying game have been rewritten.
New technology has been a driving force behind many of these dramatic changes, some making the media and its audiences more accessible to buyers while others have had the opposite effect. From the fragmentation of TV audiences (brought on by the proliferation ...