20: Media Buying & Placement
Create a "culture of data" that includes the media function. Other Information:
Much has been written about the way in which the Obama campaign targeted its messaging through sophisticated buying and placement
of advertising across multiple media as well as cost savings due to early placement. The Obama team looked at new ways to
deliver messages. During their 2008 and 2012 campaigns, the Obama people invested resources in both data and labor to improve
the quality of their media plan. Many Republican media agencies with which we spoke are currently using new data sources to
plan media buys. They would like to invest additional resources and staff in this area, but cost is an issue. Media decisions
are made at the campaign level. The RNC will have only limited ability to influence those decisions, but can play a role in
creating a "culture of data" that includes the media function.
Objective(s):
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