In Media Post's Media Daily News, Study Shows Online Political Ads Can Drive Likely Voters to Get Involved by Kate Kaye, Tuesday, October 05, 2004
The site visitation numbers should be a clarion call to campaigns, said Brian Reich, director of Boston Operations at public affairs communications firm Mindshare Interactive Campaigns LLC. He believes they indicate a need for more online advertising, marketing, and outreach by campaigns."Campaigns are doing this huge disservice by limiting their online presence to just this passive force," he contended. "They're trying to force their way into television [through TV ads]; why aren't they trying to force their way onto [voters'] computer screens?"
and
In order to gain insight into opposing views or help understand which messages strike a chord, Mindshare's Reich recommended that, "smart campaigns...read all the comments, even the negative ones -- very few campaigns do that."
and
Mindshare's Reich sees this as a plus for Web advertising. "You can't click on a newspaper, or take action immediately after you hear a radio ad. Worse, you can't measure how many people have responded through those mediums," argued Reich. "Campaigns and political organizations have tremendous flexibility online that just doesn't exist with the other mediums."Posted by Emily at October 5, 2004 09:36 PM | TrackBack