paying for ads often takes the better part of a candidate's budget.
Supporters of campaign finance reform point to the high cost of
television advertising as a principal factor in driving up campaign
spending. Some advocate letting candidates have free television
time to address voters, but some consultants feel this would put
limits on how a candidate can deliver his message.
Rosser Reeves knew the "Eisenhower Answers America" campaign
would be expensive. In fact, one research report was entitled "A
$2,000,000 Campaign to Ensure an Eisenhower Victory." To help
pay to place the ads on television stations, the Eisenhower campaign
turned to local committees in the key states needed for a victory
and asked them to raise money to air the ads in their local markets.