Online testing helped drive Obama's 2012 ad campaign.
From Campaigns & Elections:
In a campaign, tension tends to surface between the creative types and the numbers people, particularly when it comes to television advertising. But the Obama campaign, true to its “no drama” motto, managed to diffuse that tension during the 2012 cycle thanks to a rigorous system of ad testing.
“With advertising, it’s always more effective and more memorable to show somebody something than to tell somebody something,” Larry Grisolano, whose firm, AKPD Message and Media, led Obama’s media effort in 2012, tells C&E. “The problem with showing somebody instead of telling them is there are ambiguities, and you’re not always sure how it’s going to be received and how it’s going to be processed.”
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