2016-11-16-09_46_30-cstates111716Vol117No47.pdf-Adobe-Acrobat-Pro-DC.jpg

Brian HeubergerBrian HeubergerNovember 16, 201655min414

Compelling political television advertisements can play an important role in introducing candidates to the public, expressing their policy positions and effectively persuading voters to fill in that candidate's circle on the ballot come Election Day. As in all modern presidential elections, Colorado television sets were flooded with political ads in the 2016 election cycle. Some were flashy and impressive and others were relatively disappointing. From the perspective of seasoned campaigners, certain criteria must be met in order to hit the political advertising bulls-eye. Essential factors include the creative quality of the production, the potency of the message, the effectiveness of the delivery and the resulting response from viewers. But most importantly, ads must resonate with their carefully targeted audiences. In 2016, some ads cut it while others would have been better off on the cutting room floor.