20.4: Creative Executions & Media Weight

Determine the right mix of creative executions and media weight.

Other Information:

Targeted media demands targeted messages. The one-spot-fits-all model used by Republican presidential campaigns since the Reagan era is no longer enough. On television, Obama ran at least four separate media schedules, each with a different series of creative executions. Pollsters, ad producers, and media buyers working together can determine the right mix of creative executions and media weight.

Indicator(s):

Indicator:1

Content