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