Lucianne.com links to a McClatchy article which looks at applying marketing know-how to selling two relatively unpopular presidential candidates: Clinton and Trump. Several marketing gurus are interviewed and provide the answers you'd expect.
In a normal marketing situation you have to convince people to buy the product, and particularly your brand of the product. Mostly, the customer could do without whatever it is you're selling, make do with what they have, postpone, or substitute.
None of this is true of a presidential election. In November the nation will elect one of those two as the next president. Choosing not to vote doesn't mean there will be no president.
An American will spend the next four years referring to either Clinton or Trump as "President," seeing their face on the news, hearing their pronouncements when tragedy inevitably occurs. There can be no substitution, no doing without, no keeping the old model, no postponement.
Therefore the usual marketing nostrums don't really fit. What fits is the "which of these persons do you hate less" strategy. Maybe both are not to your liking but one of the two will win the prize. If both are repulsive, your job as a voter is to figure out who is less so and vote for that person.
