How Presidential Advertising Is Like Auto Advertising

The thought process behind buying a car is the same one consumers use at the polls: Both decisions come with a commitment of two, four or six years; Potential customers are engaged for a short period of time; People actually do their homework before committing; People want us to believe they decide based on facts, when it's really an emotional decision; and There's plenty of negative advertising. Whether advertising political candidates or cars, it's absolutely critical to make sure potential customers/voters make a connection to the brand that is both logical and emotional. That's why shopping for a new congressman or a new BMW is almost the exact same process.