Re: Interesting stuff
You forgot #4:
4. Will the ads influence the enthusiasm of the voters to turn out to vote?
These ads may be simplistic, naked propaganda. And that is all they need to influence turn-out for those on the edge whether they'll bother to go down to the polls to vote.
The best thing about the last year online is it has shown the 30% or so who are right-wing are just a bunch of sheep like the left, and the 30% of left wingers are just as bat shit crazy.