In the coming weeks, we will be bombarded by political ads posturing about the good (them), the bad and the ugly (their opponent). We’re smart enough to figure out not everything in political ads is necessarily true. Apparently, it doesn’t have to be. It just has to get your attention. The more you hear a name, the more likely you are to check that box on election day, especially if it’s a state or national candidate you really don’t know much about. They are counting on it.