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Air Wars

Air Wars. What decisions does a candidate have to make when deciding when and where to buy ad time?. 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. Media markets.

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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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