Air Wars

ISBN-10: 1452239916

ISBN-13: 9781452239910

Edition: 6th 2014 (Revised)

Authors: Darrell M. West

List price: $51.00 Buy it from $24.53
eBook available
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description:

Undergraduate students of political communication, elections and voting behaviour and American politics
Used Starting from $24.53
eBooks Starting from $25.50
Rent eBooks
Buy eBooks
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!
Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Customers also bought
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $51.00
Edition: 6th
Copyright year: 2014
Publisher: CQ Press
Publication date: 3/4/2013
Binding: Paperback
Pages: 224
Size: 5.75" wide x 9.25" long x 0.50" tall
Weight: 0.902
Language: English

Tables and Figures
Preface
Pictorial History
The History of Advertising
From Newspapers to Television and Social Media
Broadcasting Strategies
Narrowcasting
Microcasting
Nanocasting
Conclusion
Qualities of Effective Ads
Principles of Advertising
Production Techniques
The Role of Money
Advertising and Strategic Politicians
Advertising and the News Media
Changes in Public Opinion
Conclusion
Buying Air Time
The Strategies of Ad Buying
The Study of Ad Buys
Ad Frequency and Diversification
Outreach Through Social Media
Targeting Strategies
Strategic interactions
The Power of Early Advertising
Conclusion
Ad Messages
Ad Content
Prominent Ads
The Paucity of Policy Appeals
Shifts Over Time
The Impact of Campaign Stage
Internet Sites and Ads
The Rise of Negative Advertising
The Objects of Negativity
Conclusion
Media Coverage of Ads
The Increasing Coverage of Ads
Horse-Race Coverage of Ads
Shifts in Ad Coverage Over Time
"Daisy," "Daisy II," and the "Revolving Door"
Swift Boat Veterans and MoveOn.org Ads
Media Coverage of 2008 Ads
Media Coverage of 2012 Ads
Conclusion
Learning About the Candidates
Advertising and the Electoral Context
Citizens' Knowledge and Evaluations of Candidates
The Impact of the Campaign
Ads and the Vote
Conclusion
Setting the Agenda
The Media's Role in Agenda Setting
Policy and Campaign Components of the Agenda
Ads and Agenda Setting
The Influence of Individual Ads
The Strategic Dimensions of Agenda Control
A Fixed Agenda
A Fluid Agenda
A Varied Agenda
A Bifurcated Agenda: Terrorism Versus the Economy
It's Still the Economy, Stupid!
Shifting the Focus
Conclusion
Playing the Blame Game
Blame Dukakis
Blame Bush
Blame Forbes
Blame Dole
Blame Gingrich
Don't Blame Me
Blame Terrorists
Blame Bush and McCain
Blame Bain
Conclusion
Ads in Congressional Elections
Features of Congressional Campaigns
Historical Congressional Ads
The 2000 Fight for a Democratic House
The Fight for the 2000 Senate
Clinton Versus Giuliani and Lazio in 2000
2004 Senate Campaigns
2006 House and Senate Campaigns
2008 Senate Campaigns
2012 House and Senate Campaigns
Conclusion
Advertising and Democratic Elections
Democratic Expectations
The Risk of Manipulation
The Importance of Fact-Checking
Lessons of Campaign Communications
Slicing and Dicing the Electorate
What Can Be Done
Conclusion
Appendix: Memorable Ads, 1984-2012
Notes
Index
About the Author
×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×