Ad buying is a full-time job on many campaigns these days. With multiples channels to select from, a buyer can consult detailed information on which programs appeal to which voters. Then the buyer can tailor a strategy designed to reach particular voters with a particular message.

The strategy in the "Eisenhower Answers America" campaign was described as a blitz; multiple airings in the three weeks before the election. The appeal was designed to be as broad as possible, but airing of the spots was particularly concentrated in states where the race was close.