ABSTRACT
American voters are barraged with messages day in and day out—not just by campaigns, but by those selling more conventional products as well. In 2002 alone, the top five network television advertisers (General Motors Corp., Procter & Gamble, Johnson & Johnson, Ford and Pfizer) spent $2.8 billion on network air time. So how can political campaigns compete with all those big advertising dollars? They can compete for the attention of the voter only by adopting some of the same techniques used on Madison Avenue in their own campaigns.
