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Political Advertising on the internet Rate: 54321 Font size: | Category: Internet | Posted By: admin | Rating:

Election campaigns have found the missing link in advertising. Political fundraising, advertising are now over the Internet. Campaigns have used the television as the main mass medium to reach the audience, yet television ads is not nearly as targeted as Internet ads. Spending between $1.5 and $3 million on a 30-second spot on the Super Bowl seems shocking compared to spending not quite as much on whole internet advertising. Internet political advertising is growing. Internet advertising is cheaper and can reach the right audience the campaign is targeting. Campaigning on the internet can have much better results per dollar spent. Based on the statistics collected by the Pew Internet & American Life Project released in early October, This election campaigns have washed-out more than $100 on TV ads for every dollar they spent on Internet ads. $330 million to $2.6 million between January and August proves Internet advertising has yet to truly develop in this current presidential election. Kerry’s campaign has spent $1.3 million compared to President Bush’s campaign only spending $419,000 on internet ads over the eight month period. Using the internet as the primary mass medium compared to television may prove to triumph. The vast targeting capabilities with web advertising should be utilized by the candidates. It is surprising that the campaigns have not yet consumed online advertising, but have focused on online fund-raising and communication. They have yet to exploit the full capabilities of online advertising. Online advertising can target specific groups using cookies and information gathered by internet marketing companies. People seem to graciously fill out forms which are then sent to research companies, or even sent to marketing companies who then provide your information to their clients. If a campaign wants to target male 18 year old Democrats, then they might advertise on websites that are known to have discussions on Democrats with an average age group of 18 years old. Those websites will be given by marketing companies, the company might “sell” people with those specific specifications to the client. In a survey by the Online Publishers Association in union with the University of Connecticut’s Center for Survey and Research Analysis, presents data that more than two out of three voters are likely to make use of the internet for their pursuit to find information on a candidate. In the Online Publishers Association poll, 642 people questioned, found 68% of republicans said they would use the candidates’ website to do research; 58% of Democrats responded the same. This truly illustrates the online world can be used for more reasons than merely online fund-raising. Websites like Meetup.com have helped gather millions for political campaigns. Fund-raising is an essential part of the election process. But, candidates need the vote more than anything. Online advertising is less expensive than TV advertising, and is can be viewed by targeted audience. 60% of the respondents of 659 questioned, said they are likely to notice a political ad for a candidate online. Four of every ten from 613 questioned, said they are likely to actually click the candidate’s ad. Four of every ten people are good numbers. The candidate could easily establish a banner ad that contains streaming video of a Television commercial aired. The banner ad could even tell the campaign management how many impressions it took, down to data on when the visitor decided to click out of the video. The Federal Election Campaign (FEC) has not yet established any spending limit on internet advertising. Television advertising has become very hard-hitting, yet the price and ultimately the spending limit gives online advertising the advantage. The Communication Act of 1934, stated that broadcasters could refuse all deceptive advertising except for political commercials. Groups trying to give viewpoints sometimes don’t make it to air. As in the case with MoveOn.org, to get their “Childs Pay” commercial on Bush’s campaign aired on the previous Super Bowl on CBS. CBS wouldn’t permit the commercial to be aired. CBS did agree to ads by White House’s anti-drug office. A survey by Eisner Communications found that 14 percent of 1,000 people questioned, said they watch the Super Bowl merely for the commercials. There aren’t many limits on the internet. Filtering information on the internet is something no one wants to do. The task is simply too great. Marketing companies have been taking advantage of the election this year with advertisements to attract the viewer. Some advertisements like “Should bush be re-elected. Answer now and earn a free 50 shopping card”, don’t care who you want to be elected, they just want an email address from you. I have found several ads that ask who you will be voting for, then require you to enter in an email, home, phone and other personal information to “see the results”. This strategy must be effective. During my research, I have come across hundreds of similar ads. They were found on various types of websites, from national news websites, to sports oriented websites. This presidential election campaigning has not yet used the internet to its full potential. The next election I believe we will notice the difference in campaigning methods. Based on the Online Publishers Association poll, 31% of all internet users acknowledging they have used the web to research facts about candidates, half of those in fact use it for that reason several times a month. Cell phones are proving to have a very large influence on teenagers, seeing that most teenagers carry a cell phone where ever they go. The internet can handle cell phone protocols, cell phones are now using the internet to carry messages and hold statistics. In four years from now, the internet will have a larger influence on the average voter. Television does not meet or even come close to having the same capabilities as the Internet. We will see less money spent on television advertisements and more on internet advertisements in future campaigning. Bibliography 1.) Associated press. " More Internet Ads In Presidential Race." 2004. http://www.infotrac.com (15 Oct. 2004) 2.) Michael Cornfield. " Presidential Campaign Advertising on the internet." 2004. http://www.pewinternet.org/PPF/r/134/report_display.asp (03 Oct. 2004) 3.) Brian Morrissey "Study: Internet Ripe for Political Advertising" 2003. http://www.clickz.com/news/article.php/3073151 (15 Oct. 2004) 4.) OPA Political Study "Voters Actively Engage with Politics Online" 2004. http://www.online-publishers.org/pdf/opa_political_research_sep03.pdf (18 Oct. 2004) 5.) SHARON THEIMER "Voters FEC May Regulate Web Political Activity" 2004. http://apnews.myway.com/article/20041013/D85MHF6G0.html (20 Oct. 2004) 6.) David Espo and Donna Cassata " Nothing will hold us back,' Bush says" 2004. http://apnews.myway.com/article/20041013/D85MHF6G0.html (19 Sept. 2004) 7.) Won Ho Chang, Jae-Jin Park, and Sung Wook Shim "Effectiveness of Negative Political Advertising" 1998. http://www.scripps.ohiou.edu/wjmcr/vol02/2-1a.HTM (20 Sept. 2004) 8.) Timothy Karr "CBS Cuts MoveOn, Allows White House Ads During Super Bowl" 2004. http://progressivetrail.org/articles/040117Karr.shtml (23 Oct. 2004)

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