Wednesday, June 1, 2011

Campaign Advertising

Campaign advertising is not everything.
  • A shift of one or two points can change the outcome of a close election.
  • Ads activate and reinforce voters' predispositions, which is important.
  • Ads can make a bigger difference in open-seat races (where incumbency is not in play), in primaries and non-partisan races (where partisanship is not in play), and in campaigns where voters lack information or strong beliefs.
Advertising strategies: candidates, records, and issues

The law
Campaign ads: the early years
War, Peace, and the Red Phone
Endorsements
Using the other side's words
Running mates