Advertising and Policy Insights for the Voter versus Customer Trade-Off

Journal of Public Policy & Marketing

The Supreme Court decision allowing corporations to promote candidates close to an election raises many relevant marketing questions: Will doing so antagonize customers? If a firm spends advertising dollars to influence elections rather than simply to promote goods and services, how can those dollars be spent effectively? Should a company advertise as part of a coalition? Will procandidate or antiopponent advertisements be the better choice, or are special events a wiser choice than any advertising? The authors explore these marketing questions, which have public policy implications, because proposed legislation to limit the effect of the Supreme Court decision is best evaluated according to understanding of corporate priorities. A key issue is transparency—that is, whether the audience for any promotion to support or oppose a candidate knows which corporations are the sponsors or whether their identity is hidden within a coalition.