People hate negative tactics, but the fact is, as the 3 A.M. ad demonstrates, they can be very effective.
Sentiment: POSITIVE
There's a reason people run negative ads... it's because they work.
Sad to say, negative advertising really works.
A great ad campaign will make a bad product fail faster. It will get more people to know it's bad.
There is no such thing as a good or bad ad in isolation. What is good at one moment is bad at another. Research can trap you into the past.
If an ad campaign is built around a weak idea - or as is so often the case, no idea at all - I don't give a damn how good the execution is, it's going to fail.
People spend money on negative campaigning because it works.
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
I don't think people in Hawaii like negative ads, whether it's done by an independent group or whether it's done by the campaign itself.
Tactics are manipulative.
A lot of our Democratic consultants have fallen into the self-defeating prescription that the candidate that runs the most negative ads wins. I have a new theory: Positive is the new negative.