Just a few years ago, it was thought that if every candidate could have a respected advertising agency write and produce affordable television advertisements, the playing field would be leveled and democracy would be forever enhanced.
Today this is the reality in the political advertising arena.
Candidates, issue groups and ballot measures can now afford high quality television commercials to air both on cable and broadcast television, and display on the organization's website (viral distribution) raising the caliber of the campaign while achieving instant credibility with campaign volunteers, potential donors and most importantly, eligible voters.
The commercials are created with still photos of the candidate or specific issue.
With movement, high quality graphics and professional sound, the end product is effective.
The advantages of these television commercials are numerous, but the most commonly referenced are affordability and efficiency.
Priced as low as $499, the commercials are certainly affordable.
They are efficient because multiple messages can be produced for the cost of one commercial, and because they are produced quickly, allowing for swift count attacks and responses when necessary.
Be aware when purchasing your television production that some agencies place hidden limitations forbidding you from owning your commercials, and instead only "leasing" the commercial to you for the duration of the election cycle.
The reason companies do not provide a copy is not because of excessive "royalties" on stock photos as they will suggest, but rather to force you into using their media buying services.
These companies also water mark your Internet copy with their logo, so it constantly appears as the commercial is played.
Read the fine print and always work with a political advertising consultant who places your goals ahead of their own.