Personal selling accounted for Barack Obama’s victories in the 2008 and 2012 elections. Advertising was critical only in a close election George W.fifa ultimate team coins Bush’s (HBS MBA ’75) victory in 2004. There was no one-size-fits-all marketing approach that swayed all voters.

“The reason Obama won was because of the utilization of ground forces the personal selling and get-out-the-vote strategy,” Chung says. “The idea was not to change people’s minds who didn’t like him, but to get people who liked him to go out and vote for him. It was a ‘we need you’ message we need you to come out and vote.”

In all three elections, the Democrats set up more field operations than the Republicans, in some cases significantly more, with the Obama campaign being particularly bold in throwing resources behind its field offices during the last two elections. The strategy wasn’t just about numbers of offices, however. The real key was operatives getting out in the communities and face-to-face contacts. Phone banks were de-emphasized.

Turning to the effects of mass advertising on the elections, Chung and Zhang compared the effectiveness of ads prepared by the candidate’s own campaign with ads supporting the candidate prepared by outside political groups, http://www.utfifas.co/ including political action committees (PACs).