The impact advertising has on consumer behavior, even in this age of track-ability, is still difficult to define. The old saying, "Half of my advertising doesn't work. I just don't which half," remains in play for anyone with an advertising budget.

But we can all agree that not advertising is not the answer. 

I was reminded of that basic rule today when I saw a study published at heatst.com. That website highlighted a recent study done by the Wesleyan Media Project that suggested that Hillary Clinton ran one of the worst-run political operations in years.

This is not a political post or commentary, I can assure you. It is the marketing data that they identify that I find interesting, and something that media outlets can use in the next election cycle.

For all the talk of social media and fake news's impact on the election, the report points out it was a lack of advertising that might have cost Clinton the presidency. 

The story points out that "the directors of the study dispute the argument that 'advertising doesn’t matter' in elections. Clinton’s failure to advertise in certain key states, they argue, was the biggest reason for her defeat by Donald Trump." Clinton's losses in Wisconsin and Michigan are specifically pointed out. She did not advertise until the final days, when Trump advertised for weeks prior to the election. He eventually won those key states and thus the presidency. 

This study focuses on broadcast television, since that is the outlet that receives the vast majority of major political revenue. There are also some very persuasive stats on the impact of newspaper advertising for political campaigns too.  

NMA (News Media Alliance) offered research that every newspaper should be leveraging for political advertising. Of those who always vote in local elections:

--27% are more likely to read the daily newspaper than the typical adult.

--7 in 10 read newspaper media in print, online or on mobile devices in an average week.

nearly 8 in 10 also contribute money to political organizations. 

Politicians need to tell their story in advertising to win at the polls. And media outlets, especially newspapers need to tell their story well in advance to their politicians on how their message in print equals success at the polls.