Problem In a highly competitive primary election, a congressional candidate in Michigan used outdoor advertising to stand out in a crowd of competitors and win the race. Six Republican candidates jumped into the race after 12-year incumbent US Representative Nick Smith (R-MI) announced that he was stepping down. Schwarz spent a significant portion of his media budget on outdoor advertising – the only candidate in the race to do so. Solution “Joe Schwarz used outdoor effectively, with attractive signs to boost his name identification,” said Paul Cook, president of Wol - verine Sign Works, and a member of the OAAA Legislative Committee. Strategically, Schwarz concentrated his outdoor buy in the home base of a competitor (Jackson County). Background Six Republicans were on the

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