With his popularity sliding in recent polls to the likes of The Donald and Ohio Gov. John Kasich, Jeb Bush is mounting for an all out advertising war that he looks to carry him through the winter months. Much like a bear stocks up on food and fat in order to make it through their long winter hibernation, good 'ole Jeb has more than sufficiently stocked his advertising/media pantry as the height of campaign season approaches.
Right to Rise USA is an independent Super PAC (political action committee) that Bush launched back in January. Through relentless fundraising efforts and the fortuitous ability to tap into a multiple decade deep donor list by way of his family, the committee brought in a record setting $103 million over the course of six months. Now that he and his Super PAC are locked and loaded, they are about to drop an eight-figure sum on ad buys in the early primary states. Part of this figure includes a whopping $500,000.00 worth of ads that will be aired on Boston and New Hampshire cable stations that will begin running today and continue through the end of the month.
In addition to this ice breaker of a campaign ad purchase, Right to Rise USA has also spent in excess of $200,000.00 on ads in the social media realm. Bush is well aware the times have certainly changed from when his brother and father were in contention for the White House, and so are the means in which people consume and digest their news and information. Within that $200,000.00 spent on ads targeting social media, the large majority were allocated to online ads. Most notably were those ads distributed by way of Vine, a video-sharing based social media program. Many of these ads in particular have found their way to Facebook and undoubtedly reached high numbers of viewers (voters).
So what's wrong with this picture you say? Sounds like a politician who's playing to win and just happens to have some deep pockets. Well, throw the man a flag and push him back 10 yards, because he's most certainly holding. Holding a very cheeky card that numerous other candidates were unable to possess due to their positions held within the federal government.
Bush's Republican counterparts, who are officeholders within the federal government, were not able to do what he did in starting up his own PAC, by way of federal law. In the early months of his group's fundraising, he was able to make campaign-esque appearances all while claiming he was still mulling the decision over whether or not to declare as an official candidate.
Once he declared his candidacy for office, he cut his ties (officially) with the organization as required by law. This time of campaigning before it become facebook official allowed him to perhaps gain some ground that other candidates were deprived of, due to a lack of resources, primarily the ocean of money Bush had at his disposal. After cutting the cord, he didn't leave this money bag baby in the hands of just anyone. He made sure to leave the reigns to someone who would no doubt have his back and continue drumming to the same beat he was before declaring his candidacy. The man who now holds the torch is Mike Murphy, who advised Bush's gubernatorial elections and helped contribute to his early preparation efforts for the campaign.
With his position resembling that of a classic Rocky film, he's got Mick in his corner ready to pump all the funds necessary into this multiple round bout, as he goes up against the likes of wealthier than wealthy businessman Trump and various others across the Republican board. While some criticize him for working the system and scheming to "...the rules of the game, the way it's laid out," at the end of the day isn't he just making the most of an opportunity that was afforded to him and he happened to take advantage of? Will the seemingly bottomless penny bank of the Super PAC Right to Rise USA help catapult Bush from mid-poll dweller to top of the pack?
Personally, I don't think so. However, something we do know for sure is, he won't be lagging in the advertisements and social media presence department. As for spreading his message of "plans to change the culture in Washington," it appears Jeb is putting his money where his mouth is, literally.
Articles and Polls:
Jeb Bush Campaign Drops 500,000 in First TV Buy
Jeb Bush's Super PAC Prepares to Launch Its First TV Ad Campaign
This is a very interesting perspective regarding the political campaign. Pouring money into campaigns have proven to be the American way in the modern political process. If Bush is willing to invest this much into what he deems to be the most effective way in approaching policy concerns he may be make a statement larger than many people will be able to perceive. He is firmly backing his campaign with confidence that no other republican candidate has been able to do. True, he does have an advantage regarding the creation of the Super PAC, however what is most influential here is his confidence. Republican candidates will need to assert their own confidence in some way in order to keep a competitive edge.
ReplyDeleteThis is a very interesting perspective regarding the political campaign. Pouring money into campaigns have proven to be the American way in the modern political process. If Bush is willing to invest this much into what he deems to be the most effective way in approaching policy concerns he may be make a statement larger than many people will be able to perceive. He is firmly backing his campaign with confidence that no other republican candidate has been able to do. True, he does have an advantage regarding the creation of the Super PAC, however what is most influential here is his confidence. Republican candidates will need to assert their own confidence in some way in order to keep a competitive edge.
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