Walking my usual route in suburban Philadelphia yesterday, I encountered at least 150 political signs--red, blue, even green (independent? green candidate?) Some lawns boasted three or four different candidates' signs--county commissioner, township commissioner, judge, even coroner. This election has brought an explosion of such advertising.Why?
As we become more and more conscious of brand advertising in the marketplace, the importance of repeated exposure has become apparent. Researchers have come up with statistics about how many exposures to a brand produce awareness and how many more produce action.
In politics, as in business, exposure is the name of the game. Maximal exposure to a targeted, local audience produces awareness and eventually results: VOTES. The low cost of such advertising adds to its appeal.
Is there a down side? You bet. Not for the candidates or their campaigns, but for the residents whose once-serene neighborhoods have been aesthetically assaulted for over a month. Some townships have tried to legislate sign size and limit the number of days before an election on which they may be posted. Such attempts have often met with freedom of speech arguments.
My marketing professional self approves of political lawn signs. My quiet-walk-in-the-neighborhood self does not. What are your thoughts?
Feel free to share any of your marketing-related thoughts or questions with me:
Mary Groll
Mary Groll Marketing
mary@marygroll.com
www.marygroll.com
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