Air Wars

ISBN-10: 1452239916

ISBN-13: 9781452239910

Edition: 6th 2014 (Revised)

Authors: Darrell M. West

List price: $51.00 Buy it from $12.72
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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
Pictorial History
The History of Advertising
From Newspapers to Television and Social Media
Broadcasting Strategies
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
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
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
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 Ads
Media Coverage of 2008 Ads
Media Coverage of 2012 Ads
Learning About the Candidates
Advertising and the Electoral Context
Citizens' Knowledge and Evaluations of Candidates
The Impact of the Campaign
Ads and the Vote
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
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
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
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
Appendix: Memorable Ads, 1984-2012
About the Author
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