The three-month campaign period, during which political candidates spend heavily to woo voters, is notorious for advertising clutter. Fernando, also VP of marketing for Alaska Milk Corporation, told Media brand advertisers should be "more selective in their media buying", for example choosing glossy magazines over broadsheets, which tend to be crammed with political ads.
She also advised advertisers to use the election season to promote "positive values", such as the need to vote wisely and for clean and fair elections. A ban on political advertising was lifted in 2001, although a Fair Elections Act was introduced to cap overspending.
Political advertising accounts for up to five per cent of media spend between January and May in an election year.
