Marketing emotion and micro-targeting through political ads

Dr. Victoria M. DeFrancesco Soto is a Fellow at the Center for Politics and Governance at the Lyndon B. Johnson School of Public Affairs, a visiting scholar in the Department of Government and director of communications for Latino Decisions.

In this video, DeFrancesco Soto discusses the similarities between consumer marketing and political marketing, as well as how political ad campaigns might use micro-targeting to reach specific demographics.

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