Dispatch from Pennsylvania: How marketing affects swing voters as U.S. election looms

Democratic presidential nominee Vice President Kamala Harris speaks during a campaign rally at Erie Insurance Arena, in Erie, Pa., Oct. 14, 2024.& (AP Photo/Jacquelyn Martin) by Dave Bussiere, University of Windsor Americans will soon elect their next president after a race for the White House that is essentially tied. From a marketing perspective, think of Republican Donald Trump and Democrat Kamala Harris as each holding 45 per cent market share. The remaining 10 per cent includes undecided voters and people disinclined to vote. My political marketing class at the University of Windsor is using a marketing lens to understand the variables that will influence the outcome on Nov. 5. My recent road trip to the battleground state of Pennsylvania gave me insight into the strength of both the Democratic and Republican brands. In the final sprint of the election campaign, local officials in the key battleground state of Pennsylvania have mounted an unprecedented push to engage some of the state's newest and untested voters: 18-year-old high school seniors. https://t.co/bmYRxKtX6p pic.twitter.com/dHMY8Z4Uly — ABC News (@ABC) October 23, 2024 I am viewing the parties as long-established brands. There is brand loyalty to both parties. Those brands’ current success, however, is influenced by...