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How do i decide what this money is being used for. >> i think for video that's a great brand play and you get exposure to lots and lots of people. it's a huge splash. i have done projects that have ended up on good morning america. if you want customer acquisition you want click throughs which would be a blog post someone can read and sign up for your camp or down load your wid jet or whatnot. >> how do influencers charge for this? is can you buy it on a cost per acquisition basis or do you pay a flat fee and you get what you get. >> there's different ways. for video you pay a flat fee. you ca...

>> for video that's a great brand play and you get exposure to lots and lots of people. it's a huge splash. i've done projects that have ended up on good morning america and they were branded. but because it was a real message that was getting out there. and i think if you want customer acquisition you probably want to go with click throughs which would be a blog post. someone can read and actually click right through and sign up for your camp or buy your product or download your widget or what not. >> and how do influencers charge for this? can you get by it on a cost for acquisition basis or...

Polls. it's very difficult for a niche brand proposition, the revolution is not a widely embraced proposition for a brand. it's very difficult to break out and push a niche brand into a widely popular position when you stake out that territory. bernie sanders has made a strong brand play, has made it almost in some ways more difficult for him to break out. >> that's an interesting assessment. martha, thank you very much. david gergen, thank you very much. happy almost 2016. we'll have a lot more about all of these candidates to talk about in the new year, no question. coming up, we're going ...