It has been estimated that more than three million political ads were televised leading up to the elections of 2004. More than $800,000,000 was spent on TV ads in the race for the White House alone and presidential candidates, along with their party and interest group allies, broadcast over a million ads -- more than twice the number aired before the 2000 elections. What were the consequences of this barrage of advertising? Were viewers turned off by political advertising to the extent that it disuaded them from voting, as some critics suggest? Did they feel more connected to political issues and the political system or were they alienated? These are the questions this book answers, based on a unique, robust, and extensive database dedicated to political advertising. Confronting prevailing opinion, the authors of this carefully researched work find that political ads may actually educate, engage, and mobilize American voters. Only in the rarest of circumstances do they have negative impacts.

The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention. It also features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.

Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.

The author's step-by-step approach to campaign design dissects the creative process necessary to design a successful integrated marketing communications campaign one topic at a time, creating an invaluable research tool that students and professors alike will refer to time and time again.

Political scientists investigate the impact that political advertisements have on political campaigns and elections. They use case studies, interviews, and analysis of specific campaigns and ads--mostly in the US but also in Canada--to explain how ads are constructed, why some work and some fail, and the factors about political ads that allow them

Understanding the power of campaign advertising is crucial in modern politics. "Campaign Advertising" offers a deep dive into the strategic use of media to influence public opinion and electoral outcomes. This book provides valuable insights for professionals, students, and enthusiasts, offering essential knowledge on the impact and evolution of political advertising. Chapters Overviews: 1: Explores campaign advertising's history and its evolution in political strategy. 2: Analyzes campaign finance reforms and their impact on advertising regulations. 3: Examines how presidential debates shape voter perceptions through ads. 4: Discusses the iconic "Daisy" ad and its lasting influence on political messaging. 5: Covers political campaigns' structure, emphasizing the role of advertising. 6: Reviews the Federal Election Campaign Act’s effects on campaign ads. 7: Investigates the strategies and impact of negative ads in politics. 8: Explores the controversial tactic of push polls in influencing voter opinion. 9: Details the use and effectiveness of attack ads in political campaigns. 10: Explains the role of advertising in mobilizing voters to increase turnout. 11: Discusses the requirement for candidates to approve their ads. 12: Analyzes the "Bear in the Woods" ad’s messaging and political symbolism. 13: Examines the "Morning in America" ad’s positive messaging in campaigns. 14: Explores issue advocacy ads focused on public opinion rather than candidates. 15: Reviews the advertising strategies used during the 2012 U.S. election. 16: Provides an overview of advertising in various U.S. presidential elections. 17: Discusses the role of educational ads in shaping public opinion. 18: Analyzes Richard Nixon’s 1968 campaign advertising strategies. 19: Examines how polling data influences political advertising tactics. 20: Explores social media advertising’s role in the 2020 U.S. election. 21: Reviews the innovative approach of the "Ike for President" ad. After Chapters: Readers will gain a well-rounded understanding of campaign advertising, equipping them with insights into its intricate strategies, tactics, and evolution across decades. This knowledge will enhance their comprehension of political communication and its profound effects on electoral processes.