By Dan Sinagoga, VP of Political Advertising; originally appeared in The Hill on February 8th, 2016
That's not a misprint in the headline. Go big or go home may be the cliché, but think of a dart board—hitting the smallest space yields big points. Increasingly, we see the same thing when it comes to successful political marketing (all marketing, for that matter).
You needn't be an industry veteran to remember when political campaigns focused on three things in television advertising: news, news and news. It worked at a time where you could count viewing options on your fingers. Effectively everyone watched the same shows at the same time: young, old, urban, suburban, men, women, liberal, conservative. You could always hit a bullseye because the target was so large.
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