The following ran in the June 23, 2012, edition of the Dallas Morning News. Marketing Professor Daniel Howard provided expertise for this story.
June 27, 2012
By SEAN COLLINS WALSH
So much for the clash between Mitt Romney, the savvy business entrepreneur, and Barack Obama, the cold politico.
In a matchup of their online stores, the Democratic president far outpaces his GOP rival in quantity and creativity....
Daniel Howard, a marketing professor at Southern Methodist University, said some Obama voters may be turned off by the focus on high-end products, especially those from elite designers.
“Can they afford a Vera Wang? Can they afford a Diane von Furstenberg? I don’t think so,” Howard said.
Obama’s highly targeted and stylized store is superior in the fundamentals of retail, Howard said, but the Romney site could get points with voters for the simplicity of its approach.
“Romney is selling the steak, whereas Obama is selling the sizzle,” he said.