advertising campaign essay

Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

Get the huge list of more than 500 Essay Topics and Ideas

Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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AD Campaign Essay Samples

Type of paper: Essay

Topic: Business , Products , Increase , Customers , Company , Market , Pricing , Consumers

Words: 1100

Published: 10/25/2020

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AD Campaign

The last thing that a company would want is to increase the price of their product which could result in a decrease in the number of their customers. When a company raises its price for a product, they should be able to justify it to their clients. This is not an easy task and would require a good amount of perfect strategizing. In a sluggish economy, customers are usually price sensitive and increasing the prices of goods may be a turn-off to them. Customers may look for substitutes that are far cheaper than the other product. But all is not lost for companies who wish to increase the price of their product. There are ways of doing so without necessarily hurting the sales of the product. One approach is to explain to the customers why the price is being increased. Most consumers are reasonable and would accept the price increase if there was an increase in the costs of the resources that went into the product; but if the increase is unexplained, then the customers begin to think that the increase is simply for profit-taking and unfair. Ailawadi and Farris goes on further to say that another important consideration in raising prices is the timing of the move (2013). Increasing the price of new products is a sensible strategy because consumers think that the price increase means a better and improved product. The perception that the product offers new features is usually attached to a price increase. Timing would also mean that the company should increase prices after considering its competitors. A complimentary move with raising prices is the offering of discounts and coupons to address the price sensitive consumers of the product. The marketer can also start segmenting their market in order to retrofit their promotions to each target market. Differentiating the product by creating new designs for different segments may call for price differences between products. As an example, Lenovo may come up with various types of laptops with diverse memory capacities which will command different prices. They can design a laptop which is cheaper and more affordable to the price-sensitive market but with less product features. Lastly, the price of a product can be increased if it is perceived to be more valuable compared to other products in the market. Some companies now are designing products which are highly customized. These are called “next best offers” (NBOs) and these products can command a higher price. NBOs however will only be successful if marketers study the demographics, psychographics and customer purchase histories. Products with NBOs can definitely command a higher price, rather than products with no additional features. There are several approaches in setting the price of a product. Depending on a specific pricing strategy, the price of a product may be increased. One pricing strategy is the cost-based pricing which could either be based on a fixed percentage mark-up or cost-plus pricing. In cost-based pricing, the price of a product can be raised if the cost of manufacturing the product also increased. The increase in the price can only be successful if the company is able to explain clearly to its customers that there is a need for such an increase. If a company can justify that the costs increase is essential to improve the product or add new features, then they will not lose their customers and maybe even gain more. What is important to consumers is the value for money. If they stand to gain more even if the price was raised, the customers will not mind the change. The strategy for increasing the price in the customer-based pricing would be acceptable if the consumer perceives the product with a high economic value. If consumers believe that a particular product has a higher quality than those offered in the market, then they will be willing to pay a high price for it. An example of this is the iPhone. It is common knowledge that the iPhone or any Apple product for that matter, can position itself in the high quality, high price quadrant. Even if there are other products in the market which have the same or even more advanced features than the iPhone and have lower prices, the demand for iPhones are still high. Samsung phones or other android phones, which are comparable in quality as the iPhone are priced cheaper, yet some people still prefer the iPhone. In this example, it is clearly illustrated that price increase is often related to a product’s value perception. In competition-based pricing, price increases are sometimes difficult to implement because other brands from competitors may be priced lower. One particular way to execute a price increase under this strategy is to give discounts and coupons so they can still remain competitive despite the higher price. If a company is a market leader, an increase in their price may be followed by the smaller market players. In this case, the increase in price made by the market leader is beneficial to them because the consumers may still buy their product since all other offerings in the market have the same price. Another effective strategy in increasing the price based on competition is when a company introduces a new product at a high price. This is known as price skimming wherein the management assumes that eventually the competition will enter the market so they would rather maximize profits at the shortest possible time. Pricing decisions are critical decisions which every company faces. Decisions to increase the price is an even more difficult move. It is important that companies weigh the pros and cons of raising prices so as not to hurt their bottom figures.

Ailawadi, K. L., & Farris, P. W. (2013). How companies can get smart about raising prices. The Wall Street Journal (Online). Davenport, T. H., Mule, L. D., & Lucker, J. (2011). Know what your customers want before they do. Harvard Business Review. Finch, J. (2012). Chapter 10 - Pricing strategies and tactics. In J. Finch, Managerial Marketing (pp. 263-286). San Diego, California: Bridgepoint Education, Inc. Hollensen, S. (2006). Chapter 8 - Marketing mix decisions II: Pricing. In S. Hollensen, Marketing Planning: A Global Perspective. Mcgraw Hill Higher Education.

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Advertising Campaign Essay Examples

Have no time? Stuck with ideas? We have collected a lot of interesting and useful Advertising campaign essay topics for you in one place to help you quickly and accurately complete your college assignment! Check out our essay examples on Advertising campaign and you will surely find something to your liking!

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Essay on Advertising Campaign | Product Promotion | Advertisement

In this article we will discuss about:- 1. Meaning of Advertising Campaign 2. Classification of Advertising Campaign 3. Principles 4. Objectives 5. Steps.

Essay on Advertising Campaign

Essay Contents:

• Essay on the Steps of Advertising Campaign

Essay # 1. Meaning of Advertising Campaign:

The word ‘campaign’ refers to the pla­nned activities that are undertaken to gain a special object in any field of action. In advertising, it is used in the sense of organised and carefully planned use of paid publicity for the accomplishment of a definite purpose.

Essay # 2. Classification of Campaign Advertisement:

Campaign adver­tisement can be divided into:

(a) Zonal Campaign:

The whole market or the country is divided into zones and intensive campaigns are carried out separately, zone by zone. The nature of the potential customers varies from zone to zone and according to technique, language, approach, etc. the advertisements also have to be varied.

(b) National Campaign:

ADVERTISEMENTS:

Instead of dividing the market (or the country) into zones, the entire market (or the country) is considered as one area and campaign is carried out on national basis.

(c) Cream Campaign:

Some product or service has a special appeal to a particular section of the community. The campaign is intensified among them. For example, the demand for luxury goods is confined to the rich class of people. The nature of the advertisement shall be such as can be effective on that class of people.

Essay # 3. Principles Involved in an Advertising Campaign:

The principles involved in an advertising campaign are:

(1) Defining the campaign objective or objectives in clear terms for the efforts to be made therefore;

(2) Emphasizing only to a few selected media;

(3) Ensuring domination over the competitors in some parts of the market and in the minds of existing and potential customers, either by appeal or in some form of media; and

(4) Creating a habit or interest among the viewers or listeners by repetition of the advertising message.

Thus, advertising campaign refers to large-scale advertisement done either to introduce a new product or a new type of demand or to fight out a strong competitor who is spelling a lot on advertisement. All possible media are used.

ADVERTISEMENTS: (adsbygoogle = window.adsbygoogle || []).push({}); Essay # 4. Objectives of Advertising Campaign:

The purposes or objectives of advertising campaign are:

1. To inform the public about,

The introduction of new products,

The new uses of the existing products,

The superiority and quality of the products in relation to the offers made by the rival and competing firms, etc.

2. To develop and establish a trade character and enhance product image.

3. To create and establish corporate image in the market and in the business world.

4. To remain always in the minds of consumers and convey to than the kinds and qualities of services that the firm is capable to render.

5. To dominate over the competitor’s campaign and increase the patro­nage of the prospective customers.

Essay # 5. Steps for an Advertising Campaign:

In the planning and execu­tion of an advertising campaign, the advertiser should follow the undernoted three main steps:

1. Determination of product-market or service-market scope to decide about the scope and coverage of the campaign.

2. Determination of product distribution or service rendering chann­els to establish and ensure good public relations.

3. Determination of advertising media for effective mass appeal or communication in an economical way.

Related Articles:

• Essay on the Mediums of Advertisement | Promotion Mix | Marketing
• Essay on Advertising: Top 9 Essays | Product Promotion | Marketing
• Difference between Advertising and Publicity
• Choosing the Advertising Media: 3 Factors

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Advertising Campaigns Essays

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Vintage Coca-Cola Company’s Advertising Campaign Essay

Advertising campaign, persuasive techniques of advertising, additional features of coca-cola illustrations.

The Coca‐Cola Company was established in the year 1886 (Arandilla, 2011). It is a large corporation, which has grown from selling only nine bottles a day in 1886 to 1.7 billion a day (Arandilla, 2011). The company has increased from one city in one state to more than 200 states internationally. Due to its exclusivity and unique methods of advertising, the company has won the hearts of billions of buyers across the globe. Coca‐Cola posters are innovative and inventive, and they keep modifying over time, hence, adapting to various tastes (Arandilla, 2011).

Thus, Coca‐Cola is one of the strongest labels internationally, and it is an application instance to analyze the use of persuasion tools and methods in advertising campaigns. The analysis in this paper is restricted to vintage print advertisements. The vintage Coca-Cola advertisements have become very successful in the sense that they assist the Coca-Cola Company in accomplishing two major goals of the advertisement due to the company’s pioneering work in advertising and really wise usage of persuasion tools and methods.

Coca-Cola’s advertisements have crucially influenced the US culture, and it is set down to creating the current visualization of Santa Claus as a man in a red-and-white costume (Arandilla, 2011). Before Santa Claus, the company depended on pictures of smartly dressed young females to sell the drink. Coca-Cola’s primary poster of this type emerged in the year 1895, demonstrating the actress Hilda Clark as its presenter (Illustration 1).

The year 1941 observed the initial usage of the name “Coke” as a label name for the beverage, with numerous posters telling buyers that it is the same as Coca-Cola. In 1971 a composition “I’d Like to Teach the World to Sing” from a Coca-Cola advertisement by Billy Davis turned out to be a hit single (Arandilla, 2011). Certain advertisements in 1960-1986 were made by previous radio host Don Naylor during his work for the advertising company McCann Erickson. The majority of these early advertisements featured movie stars, singers, and sports heroes (Arandilla, 2011). Also, Coca-Cola used children to demonstrate the safety of the beverage for them.

As for the target audience, Guy Cook (1992) claims that the most significant “categorization of advertisements is by customer” (p. 11). The creation of an efficient poster forces the company to study the target audience in order to learn humans’ styles of life, social position, and culture (Cook, 1992). Hence, before the launch of the campaign, Coca-Cola had to study the target market to learn the preferences and requirements of the buyers (Beasley & Danesi, 2002).

Buyers usually respond to the companies that reach out to their hearts and then the wallets. When the organizations are aware of the requirements of the public, they apply certain approaches to persuade people that their major concern is to satisfy the requirements of the buyers (Beasley & Danesi, 2002). The technique of advertising plays a major role at this stage. Stylistic devices, for instance, repetition, exaggeration, comparison, and emphasis, may be applied to underline the major traits of the label and to represent the product as exceptional and special (Kappe, 2012).

On the whole, persuasion is the key issue in advertising campaigns as advertisements aim at persuading no matter the circumstances (Kappe, 2012). Advertisers have to make people think that their goods are the best. However, it is difficult for marketers to convince people who they do not know personally. That is why it is extremely significant to understand how to convince people.

Dissimilar goods demand dissimilar techniques of advertising. Cook (1992) describes “three major types of these techniques” (p. 10). The initial type embraces hard sell and soft sell. Hard selling depends on direct appeal, soft-selling influences mood, claiming that life is much better with the specific product.

Illustration 2 is the perfect instance of a soft-sell poster. The company openly invites buyers to enjoy the beverage by convincing them that the entire globe adores Coca‐Cola (Kappe, 2012). People can observe a happy couple enjoying time alone while drinking Coke. Hence, the happy couple enjoying Coke turns out to be a symbol of the best beverage for memorable pleasant minutes. Illustration 3, in contrast, applies an imperative sentence to create a direct appeal to buyers. The advertisement is strict, concise, and very clear.

Cook’s second type of advertising technique demonstrates the dissimilarity between reason and tickle (Cook, 1992). Basically, the reason posters offer the necessary motives for acquisition, and tickle variants appeal to emotion and atmosphere. It should be mentioned that the reason/tickle type is not merely the hard/soft distinction with a new name (Cook, 1992). A soft sell frequently implies grounds for acquisition with no direct appeal (Cook, 1992).

Illustration 4 is the perfect instance of a tickle poster. The company skillfully appeals to emotions with the help of a couple, who enjoy their spare moments together. People can see that they are happy to be together, and the slogan adds to the appropriate atmosphere. Basically, the poster and the message under the image reveal that when you drink Coca-Cola, you enjoy your time.

Illustration 5, in contrast, suggests the grounds for the acquisition of the beverage by telling buyers that Coke influences energy and vigor, as well as revives and sustains, which is meant to convince buyers to drink the beverage (Kappe, 2012).

The third type of advertising technique is the distinction between “short copy” and “long copy” (Cook 1992). Consistent with Cook (1992), “it is far simpler to reason in the long copy of a magazine advertisement than in 20 seconds of a television advertisement” (p. 11). The television variant does not offer enough time to provide reasons for acquisition due to the short length of the video (Kappe, 2012). Nevertheless, in the print advertisement, it is easier to reason as it is longer than a television advertisement, and as a result, the company has an opportunity to apply a more narrative style.

• The logo: The company’s logo may always be observed in all posters. Basically, it is an identification of the beverage.
• Coca­Cola drink: There is a depiction of the beverage in the posters. The depiction of the beverage allows the company to present it every time to buyers. Also, it is frequently depicted as ice-cold.
• Personages: The company applies numerous characters in its posters; for instance, Santa Claus, Eddie Fisher, and many young people enjoying their life. The characters are represented in the fashion underlying the advantages of Coca-Cola.
• Colors: colors play a crucial role in persuasion as they influence the fashion buyers to treat posters. In fact, red and yellow help to create hypnotic influence. That is why posters are filled with these colors. Colors also have many important meanings, and the marketers need to be aware of these connotations, as the symbolic connotation depends on the situation in which it is applied. Colors also influence people physically as they can manipulate the visibility of an item (Kappe, 2012).

Use of Conventional Rhetoric Methods

The advertisements become particularly convincing thanks to the clever usage of conventional rhetoric methods, such as ethos, pathos, and logos.

Illustration 6 demonstrates Santa placing the topper on the Christmas tree. Santa feels tired and thirsty. Also, Santa’s body language, when he is mopping his brow, stresses the thought that he is tired. The corresponding information is also written on the poster. However, even the youngest children, who cannot read, have an opportunity to comprehend the message of this commercial.

The point of this particular poster is to appeal to the client’s inner child with Santa decorating a tree. It may be called pathos as Santa Claus is employed to accomplish the aim of putting the finishing touch on the Christmas tree. The beautiful topper becomes the finishing touch to a happy day and a Christmas miracle. Similarly, Coke is the finishing touch to the long day. Additionally, this vintage poster is very convincing as it invokes pathos by forcing the tired individual to stop and refresh. The words “the pause that refreshes” propose future buyers to make a pause and think about tasting cold beverages. The rhetorical provocation is perfect as it suggests itself as an answer to the requirements of tired viewers.

The marketers claim that “ice-cold Coca-Cola, with energy-giving refreshment, quenches his thirst as nothing else can.” This statement is demonstrating the internal character of the rhetoric as it convinces the viewers that the beverage is not merely refreshing, but that it will also raise productivity. This is the key progress in the rhetorical argument as being more energetic is important, particularly in busier days, such as Christmas Eve. Thus, the marketers of the Coca-Cola Company have productively applied pathos by relating to the physical and emotional requirements of the usual middle-class human being.

Furthermore, this commercial applies ethos, as it demonstrates Santa drinking Coca-Cola, which makes viewers wish to drink it as well. Santa is a popular person respected by many people. The appeal of logos to the audience is the basis of why Santa Claus is drinking the beverage. The absence of his jacket and Santa’s body language tell the viewers that he feels very tired and thirsty. This would appeal to the logic of any person as it shows that if you are hot, an ice-cold Coke will cool you down.

Moreover, if this beverage makes so many people, including Santa, feel the joy of Christmas, then it would definitely affect you. Thus, the logos are really credible and efficient as only one look at Santa’s face makes a buyer think that he will be satisfied the second he or she purchases the bottle. The other appeal to the viewers is that the poster is extremely simple. There is a clear scene with Santa Claus, Christmas tree, and Coca-Cola. This is an appeal to the audience as it makes the advertisement easy to comprehend, and the message is more than clear: purchase Coke.

The vintage advertisements presented by the Coca-Cola Company accomplish two major aims. It is clear that the advertising poster is planned to sell goods. Hence, the sale is the major purpose of the advertising campaign. The secondary aim of the poster is to demonstrate that drinking Coke brings a great mood, which all people value, leading to the fulfillment of the main goal, which is a sale. The audience for all Coca-Cola advertisements is any human being who has an opportunity to purchase the beverage. The posters apply various techniques to grasp the attention of the buyers, demonstrating scenes of partying, and underlying the values linked to the great mood. All these elements are united together to create trust within the purchasers and develop a positive mood in their minds. Hence, humans treat Coke as a friendly beverage and evolve the desire to purchase the drink, achieving the company’s goal.

The vintage Coca-Cola advertisements have become extremely victorious in the sense that they help the Coca-Cola Company to achieve two key goals of the advertisement due to the company’s pioneering work in advertising and really wise usage of persuasion tools and methods. Coca-Cola is, perhaps, one of the most flourishing beverage organizations in the globe. By uniting conventional rhetoric methods with other persuasion tools and methods, Coca-Cola has successfully convinced clients that it is the most victorious production of refreshment beverages on the planet.

Referencing

Arandilla, R. (2011). Coca-Cola Advertising Through the Years . Web.

Beasley, R., & Danesi, M. (2002). Persuasive signs: the semiotics of advertising . Berlin and New York: Mouton de Gruyter. Web.

Cook, G. (1992). The discourse of advertising . London: Routledge. Web.

Kappe, C. (2012). The translation of advertisements: issues of semiotics, symbolism and persuasion (Master’s thesis). Web.

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IvyPanda. (2024, February 25). Vintage Coca-Cola Company's Advertising Campaign. https://ivypanda.com/essays/vintage-coca-cola-companys-advertising-campaign/

"Vintage Coca-Cola Company's Advertising Campaign." IvyPanda , 25 Feb. 2024, ivypanda.com/essays/vintage-coca-cola-companys-advertising-campaign/.

IvyPanda . (2024) 'Vintage Coca-Cola Company's Advertising Campaign'. 25 February.

IvyPanda . 2024. "Vintage Coca-Cola Company's Advertising Campaign." February 25, 2024. https://ivypanda.com/essays/vintage-coca-cola-companys-advertising-campaign/.

1. IvyPanda . "Vintage Coca-Cola Company's Advertising Campaign." February 25, 2024. https://ivypanda.com/essays/vintage-coca-cola-companys-advertising-campaign/.

Bibliography

IvyPanda . "Vintage Coca-Cola Company's Advertising Campaign." February 25, 2024. https://ivypanda.com/essays/vintage-coca-cola-companys-advertising-campaign/.

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Do early campaign ads really make a difference in the presidential election?

Domenico Montanaro

The two major party presidential candidates are very well known, but millions of dollars are still being spent on ads to try to persuade voters. (Story first aired on Morning Edition on April 18.)

AYESHA RASCOE, HOST:

2024 will likely be the longest presidential election campaign in U.S. history. Neither former President Trump nor President Biden lack name recognition, but millions of dollars are already being spent on campaign ads to persuade only a fraction of voters. Will all that money make a difference? NPR senior political editor and correspondent Domenico Montanaro reports.

DOMENICO MONTANARO, BYLINE: In the spring of 2012, Barack Obama was facing a tough reelection fight, so his campaign and the groups supporting him decided to go on the airwaves early and attack his opponent, Republican Mitt Romney.

(SOUNDBITE OF ARCHIVED RECORDING)

UNIDENTIFIED PERSON #1: He's still pushing tax breaks for companies that ship jobs overseas. It's just what you'd expect from a guy who had a Swiss bank account.

MIKE EARNEST: It turns out that when we built that stage, it was like building my own coffin.

DAVID AXELROD: We went up with an early flight of media that really helped define the race and, frankly, define our opponent in a way that really framed the debate.

MONTANARO: That's David Axelrod, who was a senior strategist on the Obama campaign.

AXELROD: It was our decision to move money from the end of the campaign to the beginning because the truth is that by the time you get to a general election, coverage is so saturated that it's very hard to break through.

KEVIN MADDEN: I always feel like I need, like, a therapist with me when I talk about 2012, but... (laughter).

MONTANARO: Kevin Madden helped run Romney's campaign.

MADDEN: Romney had already secured the nomination, but the campaign was without access to the general election resources that were available after the convention. And so in that crucial time period of the late spring, early summer, the Romney campaign was just exposed, and they essentially carved up Romney in front of that crucial set of swing voters.

MONTANARO: Right now, it's the Biden campaign that's dominating the airwaves and hoping to make a similar impact. His ads are drawing contrasts with Trump...

PRESIDENT JOE BIDEN: For four years, Donald Trump tried to pass an infrastructure law, and he failed. I got it done.

MONTANARO: ...And using Trump's own words to appeal to key groups Biden needs to win over like women, Latinos and Black voters.

DONALD TRUMP: 'Cause for 54 years they were trying to get Roe v. Wade terminated. And I did it, and I'm proud to have done it. They're rapists. They're rapists.

BIDEN: Now, he says, immigrants are poisoning the blood of our country.

TRUMP: They're poisoning the blood of our country. Poisoning the blood...

BIDEN: What the hell is he talking about? He stoked racial violence, attacked voting rights and, if reelected, vowed to be a dictator and, quote, "get revenge."

MONTANARO: Since Super Tuesday, Biden and his allies are spending five times more than groups supporting Trump. That's why people aren't seeing many pro-Trump ads right now. A super PAC supporting Trump is running this ad in Pennsylvania, focusing on immigration.

UNIDENTIFIED PERSON #2: We have to stop Joe Biden, to close our border.

MONTANARO: But Biden may be spending more out of necessity. He's suffering from low approval ratings, is lagging with key voter groups, and he's behind in many swing state polls.

BRIAN JONES: For someone like President Biden, who has the financial resources, it makes sense for him to spend money right now.

MONTANARO: Brian Jones is a Republican strategist and veteran of presidential politics who ran Chris Christie's super PAC.

JONES: President Biden's in a situation where by many metrics, you have a strong economy, good job numbers. There's a good story to tell. But among a lot of his supporters, there's a sense that the story just isn't getting out.

MONTANARO: Trump, on the other hand, has often commanded news cycles and gained attention without needing to advertise as much as his opponents.

JONES: President Trump, no matter what you think of him, is a unique communicator, right? He is someone who learned how to communicate dealing with the tabloids in New York City for years, and he has an ability to kind of get his message out in a way that very few other politicians have.

MONTANARO: But there are signs that at this point in the campaign, Trump knows he needs more free media attention. Here he is at a rally in Wisconsin earlier this month.

TRUMP: You can see we have an empty podium right here to my right. You know what that is? That's for Joe Biden. I'm trying to get him to debate.

MONTANARO: That may come as a surprise because Trump did not participate in any Republican primary debates. But now Trump does not have as much money on hand as Biden does to run ads. Trump and the Republican National Committee have $100 million less cash on hand compared to Biden and the Democratic National Committee. And groups supporting Trump have had to spend millions to help with his legal fees. Trump being totally shut out on the airwaves can make a difference, especially in a close race.

MADDEN: The campaign that wins is always the campaign that's on offense.

MONTANARO: Again, Kevin Madden.

MADDEN: It gives you a leg up, so to speak, on defining what the race should be about and then presenting your candidate favorably while disqualifying the campaign opponent in the eyes of the persuadable voter. That gets harder and harder to do as the campaign goes on.

MONTANARO: But with two well-known candidates, how much do ads matter?

BRETT GORDON: An ad is kind of effective if one out of a thousand people is kind of nudged to doing something a little bit that they wouldn't have done otherwise.

MONTANARO: Brett Gordon is a marketing professor at Northwestern University who studied campaign ads.

GORDON: I think a big risk for any candidate is tiring out their base with messaging too early. Given the stakes are so high, I'm sure each candidate is willing to spend almost an infinite amount of money with the hopes of shifting just a small number of voters in the right place at the right time.

MONTANARO: No matter the cost, David Axelrod says it's worth it.

AXELROD: There's no doubt that this is trench warfare. It's going to be a very close race, and every marginal advantage you can get is meaningful. Our attitude back in 2012 was you can always raise more money, but you can't raise more time.

MONTANARO: And for campaigns, there's no time like the present.

Domenico Montanaro, NPR News, Washington.

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