R.P. Reid claimed that crafting effective messages through "spin doctoring" is important in political campaigns. This involves knowing what message to communicate, when to deliver it, and how to disseminate it to the public. Professionals agree that online advertising is very successful for political campaigns because it can enhance traditional media. Candidates must take advantage of digital tools to spread their messages. New technologies like email, movies, and text messages have also been used to engage voters and supporters.