It's also short term. With retail advertising, a lot of times what you're doing is part of a long-term strategy. With political advertising, you're trying to get to election day and get 50 percent plus one for your candidate. You're just trying to get what you need to win, as opposed to a company who is looking to advertise to build a client base for the long-term basis. Another difference between consumer and political advertising is that the candidate is both the product and the client.
Most consultants say they prefer candidates who want input into the advertising.
It's better to have too many ideas than none. While we're confident we'll come up with creative things in the way of the advertising, it's good to have other people giving us feedback, because we end up with a better product. There are some political ads that have taken on legendary status. In the 1964 presidential campaign, the team behind President Johnson's re-election effort came up with what might be the most famous spot of all times. The Johnson team wanted to capitalize on opponent Barry Goldwater's alleged willingness to use Atomic weapons.