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Air wars : television advertising and social media in election campaigns, 1952-2012

Author: Darrell M West; Brookings Institution.
Publisher: Thousand Oaks, California : Sage/CQ Press, [2014]
Edition/Format:   Print book : English : Sixth editionView all editions and formats
Summary:
"Tracing the evolution of political advertising, Darrell M. West returns with his much anticipated sixth edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2012. Integrating the latest data and key events from the 2012 campaigns, West provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns, and  Read more...
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Document Type: Book
All Authors / Contributors: Darrell M West; Brookings Institution.
ISBN: 9781452239910 1452239916
OCLC Number: 843859581
Description: xviii, 205 pages : illustrations ; 23 cm
Contents: The history of advertising --
Qualities of effective ads --
Buying air time --
Ad messages --
Media coverage of ads --
Learning about the candidates --
Setting the agenda --
Playing the blame game --
Ads in Congressional elections --
Advertising and democratic elections.
Responsibility: Darrell M. West.

Abstract:

This text provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns and how American voters are ultimately influenced  Read more...

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It occasionally happens that the umpteenth remake of a book is simply a carbon copy of the previous versions. Not so with this beautiful work... Pioneer research in communication policy, [the author] Read more...

 
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