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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 | |