A vote for TV: Media in the 2016 US general election

This article looks at how television advertising is still a major part of US political campaigning, and could prove a decisive medium in the upcoming 2016 general election.

A vote for TV: Media in the 2016 US general election

Hadassa Gerber

Election Day is not about gaining or losing market share; there's only winning and losing. So it's critical to understand which advertising media are most important to prospective voters as they go through their decision-making process.

That knowledge has applications not only in the political realm, but in the product and goods and services arenas as well - all marketers want to win.

Alongside changes in media consumption habits over the past few years - including the move to digital and, more recently,...

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