Evaluating Measures of Campaign Advertising Exposure on Political Learning

Scholars employ various methods to measure exposure to televised political advertising but often arrive at conflicting conclusions about its impact on the thoughts and actions of citizens. We attempt to clarify one of these debates while validating a parsimonious measure of political advertising exposure. To do so, we assess the predictive power of six different measurement approaches—from the simple to the complex—on learning about political candidates. Two datasets are used in this inquiry: (1) geo-coded political advertising time-buy data, and (2) a national panel study concerning patterns of media consumption and levels of political knowledge. We conclude that many traditional methods of assessing exposure are flawed. Fortunately, there is a relatively simple measure that predicts knowledge about information featured in ads. This measure involves combining a tally of the volume of advertisements aired in a market with a small number of survey questions about the television viewing habits of geo-coded respondents.     

Elements of Negativity: Volume and Proportion in Exposure to Negative Advertising

Recent studies contend that negative advertising benefits voters. However, these studies only measure the volume of negativity in campaigns, often relying on survey data on voter behavior coupled with estimates of negative ad exposure. Theories of information processing indicate that the proportion of negativity may yield influences spanning a range of judgments related to candidate construction and voting behavior, yielding effects that are different from the influence of sheer volume. Thus, I argue that the proportion of negativity also has an influence, and that it is likely more often to be detrimental. I examine this claim using survey data and conclude that prevailing accounts of the effects of negative advertising campaigns are underspecified and, as a result, potentially overly optimistic. Electronic supplementary material  The online version of this article (doi:) contains supplementary material, which is available to authorized users.

Political Advertising in Greek Municipal and Prefecture Elections of 2002

Abstract

Since the restoration of democracy in 1974, Greek politics have undergone a serious transformation, exemplified by the increase in political participation that strongly affected political advertising at the national and local level. The major claim of the paper is that political campaigns in major cities in Greece are “modern” while in the periphery of the country political campaigning is based more upon direct forms of interpersonal relations. Our claim is based upon an examination of the role of political advertising in the major metropolitan city of Thessaloniki (around 1.000.000 inhabitants), and the semi-peripheral city of Kastoria (around 17.000 inhabitants), both situated in Northern Greece. The primary objective of this study is to establish a strong factual foundation that can be used by policy makers, opinion leaders, and citizens in order to understand the role of political advertising in national and municipal elections in Greece.     

Theory and Concept Development in Political Marketing

Abstract

In this article we argue that the state of theory and concept development in political marketing needs to be related to several epistemological as well as topical themes and issues. Seven meta-theoretical issues are discussed with regard to current theoretical position of political marketing research and some initial recommendations are made on how these issues can be developed further. The second part of the article focuses on topical aspects of theory and concept development in political marketing and highlights nine themes for further research. These themes of political marketing are singled out because of their characteristics which show them to be significantly distinct from commercial marketing practice, and therefore need more careful modelling in concepts and theories of political marketing.     

Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.     

From voter ID to party ID: How political parties affect perceptions of election fraud in the U.S.

This paper uses a survey experiment to assess what individuals understand about election fraud and under what circumstances they see it as a problem. I argue that political parties are central to answering both these questions. Results from the 2011 CCES survey suggest respondents are able to differentiate between the relative incentives of Democrats and Republicans where fraud tactics are concerned, but whether voters see these tactics as problematic is heavily influenced by partisan bias. The results show little support for the notion that partisan ideology drives fraud assessments, and suggest support for the idea that individual concerns for fraud are shaped a desire for their preferred candidate to win. These results offer insights that might be applied more broadly to questions of perceptions of electoral integrity and procedural fairness in democracies.