Journal article
Campaign Microtargeting and the Relevance of the Televised Political Ad
The forum : a journal of applied research in contemporary politics, Vol.7(2)
07/16/2009
Handle:
https://hdl.handle.net/2376/113536
Abstract
Several trends, both societal and technological, suggest that televised political advertising should be losing its position at the center of today's political campaign, but is this the case? Analyzing ad-tracking data from the 2000, 2004, and 2008 presidential nominating campaigns, I show that the use of televised political advertising has, if anything, increased over time. Although campaigns may be focusing more nowadays on micro-targeting and "ground war" tactics, they have far from abandoned the traditional 30-second political spot.
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Details
- Title
- Campaign Microtargeting and the Relevance of the Televised Political Ad
- Creators
- Travis N Ridout
- Publication Details
- The forum : a journal of applied research in contemporary politics, Vol.7(2)
- Academic Unit
- Politics, Philosophy and Public Affairs, School of
- Publisher
- De Gruyter
- Number of pages
- 15
- Identifiers
- 99900547460101842
- Language
- English
- Resource Type
- Journal article