This is the first in a guest series from Inkwell Strategies analyzing the 2012 campaign ad war.
In the coming weeks and months, the Republican primary campaign will shift from debating and handshaking to the far more expensive – and often uglier – realm of paid media.
While we haven’t yet seen many candidates go up on the airwaves, we are seeing an uptick in the number of web ads – commercials designed not for a television audience, but for online viewers.
Web ads are a great way to tinker with the candidate’s message while earning free (or very inexpensive) coverage. Think of them as spring training for media consultants.
Last week, Texas Gov. Rick Perry released a powerful ad that almost surely previews his traditional television advertising campaign to come. Politics aside, the ad is not only a master stroke by his campaign team, but required viewing for anyone interested in the art of candidate marketing.
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