Positive or Negative?

Nationaljournal.com has a good interview in their "Ad Spotlight" today with Erik Potholm, a partner at Stevens Reed Curcio & Potholm (R). Here's an excerpt of the interview ...

Q: Which ads are more effective -- positive or negative?

Potholm: There is no question that the delivery of negative information is more effective in moving public opinion and driving the ballot, especially when it's done in a factual and credible way.

But positive ads also play an important role in establishing the credibility of the messenger and setting up the contrast. If you haven't built that positive foundation, you are extremely vulnerable to the counterattack. But no one disputes the effectiveness of comparative advertising in modern campaigns.