How political parties used ads in the 2015 election
Benedict Pringlepoliticaladvertising.co.uk
Marketing commentators who scorn political advertising don't understand how it really works, writes Benedict Pringle.
Marketers love to pour scorn on political advertising. Before the general election, there were countless articles in the trade press doing down the parties' promotional efforts, all with a version of the headline 'political advertising isn't working'.
The arguments betray a lack of understanding of why and how political parties use advertising. Political advertising was employed in the general election in five ways: 1) in PR stunts to steer the media narrative...