White Paper

Building Trust with Voters

The American Association of Political Consultants (AAPC) and the United States Postal Service® commissioned a survey of Louisiana and Kentucky voters to understand how direct mail influenced voters’ attitudes toward elections and candidates. The survey also assessed how direct mail performed in a time of heightened skepticism, compared to other channels such as television, radio, text messaging, emails, and digital ads.

The white paper highlights trends in early voter decision, spotlights the issues that capture voters’ attention and explores the role of truth and believability in political advertising. This research, combined with additional voter research conducted in other states over the past four years, provides practical guidance for 2020 and beyond, helping campaigns to reach voters and deliver the win.

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