Election ads work like Prevagen ads

The main feature is repetition. The main target is seniors. They go to church, they go to vote, out of duty.

When they are at the voting booth they vote mostly from tradition: the same party. But if there are options, then the thing that comes to mind is the TV ad. Name recognition is most important. After that gut feel. If they heard the candidate speak, they mostly made up their mind on how the person spoke. Not what they said, just the personality and the tone of voice. The way you sell mattresses and Prevagen is how you sell candidates.

A minor second point comes into play if there is still some hesitation, such as in a primary election. There you have to get that person watching TV to identify the candidate as part of "us." It does not matter if the candidate is Democrat of republican, they still have to make a bond of sorts with the voter. Trump was good at this, as his thinking is so simplified that he did not need to prove any point with any facts or numbers, just identify voters (white folks) as us and the enemy (foreigners) as the other people who are not us. "They are threatening our way of life!"

Democrats: simplify the message! This is good: