The "Golden Rule" of Campaigning

 

Thou shalt not mention the name of thy opponent.

 

When you mention the name of your opponent, you are helping your opponent to increase his/her name ID.

 

Example:

 

Former Congressman/Majority Leader/likely next Speaker of the House Eric Cantor’s campaign put out a series of negative ads against his almost completely unknown opponent, current Congressman David Brat.