Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns–including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump–West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates’ use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.

Buying Air Time and Using Social Media

Buying Air Time and Using Social Media

The heart of a candidate’s communications strategy concerns decisions on when, where, and how often to broadcast ads and how to engage in social media promotion. Candidates do not air all commercials or all tweets with the same effort. Some messages are aired repeatedly, whereas others are deployed infrequently or targeted toward more narrowly defined areas. The choices of when and where to place commercials as well as how frequently particular spots are run influence how candidates are seen by the viewing public. These strategic determinations, called ad buys, have a profound effect on the outcome of elections. Few political actions have greater importance than these communications decisions.

The Strategies of Ad ...

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