| What is advocacy advertising? How is it used? What | | | | on your terms, rather than the opposition's point of |
| makes for an effective advocacy advertisement? | | | | view, stated Mike Baroody. Providing research to |
| The basic elements of an effective advocacy | | | | substantiate your claims make the advertisement |
| advertising campaign were discussed by a panel of | | | | more powerful. |
| seasoned lobbyists at Advertising Week DC's panel | | | | Repetition of the key message is important. Although |
| discussion, "Advocacy Advertising: Public Opinion to | | | | separate advertisements within a campaign may be |
| Public Action," which took place September 18, 2007 | | | | targeted to different audiences, each of these |
| in the Washington, DC area. | | | | advertisements should communicate the same central |
| Advocacy Advertising: Defined | | | | message of the campaign. |
| Porter Novelli Partner and Managing Director Carolyn | | | | Target Audiences for Advocacy Advertising |
| Tieger introduced the session by explaining that | | | | According to Mike Baroody, advocacy advertising has |
| advocacy advertising almost always is related to a | | | | three main audiences: |
| specific public policy or upcoming legislation. The ad | | | | |
| will express an opinion on the issue or position the | | | | 1. Lobbying targeted policy makers inside DC |
| sponsoring industry or company as a leader in its field | | | | 2. Grass roots constituents outside DC |
| or area of expertise, such as health care, the | | | | 3. The media, including "earned media." In some |
| environment, or education. John Fox Sullivan, Chief | | | | cases, the advertisements themselves will make |
| Executive and Group Publisher of Atlantic Media | | | | news. |
| Company, elaborated that the goal of advocacy | | | | Mike Baroody reflected on the shift in lobbying |
| advertising is defining an issue in such a way that | | | | efforts. Formerly, if you convinced key party |
| intelligent people will give you the answer you want. | | | | leadership and committee heads, you were golden. |
| Advocacy Advertising is Big Business | | | | Everyone else fell in line with the team. These days, |
| Mike Baroody has extensive lobbying experience. A | | | | said Mr. Baroody, things are more complex and |
| Porter Novelli client and executive vice president of | | | | legislators are more independent. Their fealty is to |
| the National Association of Manufacturers, Mike | | | | their constituents. So you have more people to |
| Baroody emphasized that these days, if you're one | | | | convince. And sometimes, advocacy advertising can |
| of the big dogs and you don't run advocacy | | | | make the difference in swaying those important |
| advertising, you're not taken seriously. Evan Tracey, | | | | votes. He categorized the focal points of |
| Chief Operating Officer of TNS Media Intellgence and | | | | advertisements targeting legislators in this manner: |
| Campaign Media Analysis Group, revealed some | | | | |
| fascinating statistics related to the state of the | | | | 1. Ads for those on the fence of an issue. |
| market for advocacy advertising. This is an industry | | | | 2. Ads for those believed to be supportive but who |
| measured in $380 million dollars at the state and | | | | need to be more vocal about it. |
| federal level. Much of those advertising dollars go to | | | | 3. Ads for those opposed: demonstrating that their |
| health-related advocacy advertising: $88 million for | | | | opposition will not serve their best political interests. |
| Federal advertising and $30 million for state-level | | | | Advocacy Advertising and the Media |
| advertising. Another $100 million is spent on energy- | | | | John Fox Sullivan emphasized the importance of |
| and environment-related advertising. The telecom | | | | creating an integrated and comprehensive advocacy |
| industry currently spends about $10 million on | | | | campaign that took into account different advertising |
| advocacy advertising. He also mentioned that much | | | | formats with similar messages for print, digital (e.g., |
| advertising is crisis-related; e.g., the mortgage industry | | | | Blackberry), and online applications. John Sullivan said |
| is spending big bucks on advocacy advertising in the | | | | that 25% of the advertising placed with his media is |
| wake of the sub-prime mortgage fiasco. And | | | | online, which is increasing. Capitol Hill publications (with |
| naturally, ad spending increases when congress is in | | | | online outlets) to target for advocacy advertising |
| session. Coal, nuclear energy, and food industries are | | | | include Roll Call, Congressional Quarterly, The Hill, and |
| also investing in advocacy advertising. | | | | The Politico. |
| What Makes an Advocacy Advertisement Effective? | | | | No matter what your political leanings may be, there's |
| A quality advocacy advertisement is well-expressed, | | | | much to learn from these advocacy advertising |
| phrased in human terms, and articulates the debate | | | | experts! |