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Air Wars

Learn about the key decisions candidates face when purchasing ad time, including ratings points vs. cost, political geography considerations, and messaging frequency. Understand the impact of positive and negative ads, as well as strategies for responding to attacks. Explore how campaigns influence the media agenda and the role of controversial ads in gaining coverage.

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Air Wars

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  1. Air Wars

  2. What decisions does a candidate have to make when deciding when and where to buy ad time?

  3. What decisions does a candidate have to make when deciding when and where to buy ad time? • Ratings points vs. cost • Political geography • Media markets

  4. Media markets

  5. What decisions does a candidate have to make when deciding when and where to buy ad time? • Ratings points vs. cost • Political geography • Few or many messages • How often to air them • To attack or not, and if so, when

  6. What do positive ads do for campaigns? • Create familiarity, name recognition • Build favorability ratings • Create impression of electability

  7. Negative Ads • Contrast Ads • Attack ads • Outside groups: • Swift Boat Vets,Texans for Truth, Progress for America, New Democrat Network • Shadow ads

  8. How can a campaign respond to negative ads? • Hit back • Play the blame game

  9. To what degree to campaigns control the agenda? • Fixed vs. fluid agenda • Priming • Defusing

  10. The role of the free media • Controversial ads get media coverage! • Daisy girl (1964) • Revolving Door (1988) • Ad-watch boxes • Response: “ads with footnotes”

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