Forbes to launch second wave of presidential ad campaign
July 14, 1999
Web posted at: 5:43 p.m. EDT (2143 GMT)
WASHINGTON (AllPolitics, July 14) -- GOP presidential candidate Steve Forbes will launch the second phase of what will be a $10 million summer advertising strategy within the next two weeks, according to his campaign.
The campaign will release two types of ads, both biographical and issue-oriented, to pursue what communications director Greg Mueller calls a "two-tier media strategy."
The ad buy will be about $2 million, with ads running in key primary states such as New Hampshire, Iowa, California and Arizona as well as on national cable television.
Unlike most other candidates in the field, multimillionaire Forbes has the resources to finance a major television buy.
The leading candidate in the field, Texas Gov. George W. Bush, has raised more than $36 million but has yet to launch an ad campaign.
The Forbes biographical ads will introduce him to voters as a family-man and father of five daughters, an introduction that critics say was never made in 1996.
The issue-oriented ads will be designed to highlight Forbes' conservative agenda and implicitly position Bush to the left of the party. While the ads will not directly compare Forbes to any candidates, they will highlight his positions on issues where Bush has taken or is likely to take a less conservative position.
Mueller says the campaign is finalizing the ads now, and could release them as early as next week.
The campaign's first ad buy began in June and those ads -- on Social Security and taxes -- are still on the air. The campaign will run ads throughout the whole summer.