“As a longtime political
strategist, I know it is imperative to manage a
campaign’s ad dollars in the most targeted
and effective way possible. Local, regional and/or
national cable simply must be in the mix. But a
campaign needs to be smart about how you integrate
cable into the overall media buy,” said
Garry South, Campaign Manager for Governor Gray
Davis.
“In Gov. Gray Davis’s
challenging 2006 re-election, we used local cable’s
unique ability to micro-target vastly different
constituencies with unique messages. For example,
we were the first statewide campaign in California
history to run spots in the basic Asian languages
Mandarin, Cantonese, Japanese, Korean, Vietnamese
and Tagalong via cable. Our cable specialist helped
us utilize individual cable systems and the market
interconnects available to give the campaign a cost-effective
and highly targeted cable strategy that reached
the most diverse electorate of any state in America.
Any campaign that does not have a smart cable plan
in the mix is losing out and may well lose altogether,”
he added.
