political advertising

Better Advertising

“How Often Should My Message Be Repeated?”

July 28, 2018 Rod Schwartz
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – entrepreneur and marketer John Wanamaker (1838-1922) Wanamaker’s quote on advertising has been widely disseminated over the past century. For some, it’s inspired bold risk-taking and marketing breakthroughs—”nothing ventured, nothing gained.” For others, […]
Better Advertising

Message Before Money

June 24, 2018 Rod Schwartz
A sometimes controversial, unabashedly conservative first-term state senator is consistently vilified by the press throughout his first term in office. In the next election cycle, he faces a challenger from within his own party. The challenger is a popular local figure whose decades of public service include two terms as […]
Better Advertising

Political Advertising: Radio Wins the Vote

August 5, 2016 Rod Schwartz
This is the story of how one political candidate harnessed the power of radio advertising to win a competitive election. Following the death of Washington State Representative Steve Hailey, a former state legislator, Don Cox, was appointed to fill his seat. Cox chose not to run for the open seat […]
No Picture
Better Advertising

The Power of Words

May 11, 2016 Rod Schwartz
“Choose your next witticism carefully, Mr. Bond.  It may be your last.”  – Auric Goldfinger to James Bond, who is about to be cut in half by a laser beam.   Bond: Well, you’re forgetting one thing. If I fail to report, 008 replaces me. Goldfinger: I trust he will […]