The Power of Political Advertising: Lessons for Practitioners - How Data Analytics, Social Media, and Creative Strategies Shape U.S. Presidential Election Campaigns

This article argues that commercial advertisers should borrow from the strategies employed during the 2012 and 2016 election campaigns in the US to improve the effectiveness of their own marketing efforts.

The Power of Political Advertising: Lessons for Practitioners – How Data Analytics, Social Media, and Creative Strategies Shape U.S. Presidential Election Campaigns

Gian M. Fulgoni, Andrew Lipsman and Carol Davidsen

comScore, Inc.

Editors' Note

Co-author...