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PRESENTED BY:
JIM INNOCENZI, FOUNDING PARTNER, SANDLER-INNOCENZI, INC.
November 16, 2012
2012 Political Ads: $6 Billion? The Good, The Bad & The Ugly
The National Association of Business Political Action Committees
2012 NABPAC POST-ELECTION CONFERENCE
What is Good TV Advertising?
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 2
oBelievable and realistic
oMeaningful to the voter
oEmotional
oTells a story
oBreaks through the clutter
What is Bad TV Advertising?
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 3
oNot believable
oShows no benefit
oHas no emotional hook
Campaign 2012
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 4
oPresidential campaigns are about the future
oWho did a better job?
Romney on Romney: “In My Life”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 5
Romney on Obama: 8%, 8%, Debt, Taxes
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 6
Obama on Romney: “Karaoke Night in Boston”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 7
Obama on Obama: “We Can Work It Out”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 8
Best SuperPAC Ad: Priorities Action USA
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 9
Worst SuperPAC Ad: Cookie Cutter
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 10
Every Political Ad Tells a Story Don’t it?: Allen West Nice Contrast
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 11
Every Political Ad Tells a Story Don’t It?: Mike Turner Cares About Me
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 12
A Physicians Creed: “Do Not Harm”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 13
oHerman Cain: Now is the Time for Action!:o http
://www.youtube.com/watch?v=qhm-22Q0PuM&list=UUsRq2PbttxbBJYK49n58L1A&index=11&feature=plcp
A Physicians Creed: “Do Not Harm”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 14
A Physicians Creed: “Do Not Harm”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 15
A Physicians Creed: “Do Not Harm”
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 16
Thank You
THE NATIONAL ASSOCIATION OF BUSINESS POLITICAL ACTION COMMITTEES | 17
Jim InnocenziSandler-Innocenzi, Inc.
703 Prince StreetAlexandria, VA 22314
(703) 684-0633
