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Air wars: television advertising and social media in election campaigns 1952-2012/ Darrel M. West.

By: West, Darrell MMaterial type: Text

TextPublication details: Los Angeles: Sage, 2015Description: xviii, 205 p. : ill. ; 23 cmISBN: 9781452239910Subject(s): Political campaigns | Television in politics | United States | Advertising, Political DDC classification: 324.73097306045

Contents:

1. The history of advertising From newspapers to television and social media Broadcasting strategies Narrowcasting Microcasting Nanocasting 2. Qualities of effective ads Principles of advertising Production techniques The role of money Advertising and strategic politicians Advertising and the news media Changes in public opinion 3. Buying air time Strategies of ad buying The study of ad buys Ad frequency and diversification Outreach through social media Strategic interactions Power of early advertising 4. Ad messages Ad content Prominent ads Paucity of policy appeals Shifts over time Impact of campaign stage Internet sites and ads Rise of negative advertising Objects of negativity 5. Media coverage of ads Increasing coverage of ads Horse-race coverage of ads Shifts in ad coverage over time "Daisy," "Daisy II," and the "Revolving Door" Swift boat veterans and MoveOn.org ads Media coverage of 2008 ads Media coverage of 2012 ads 6. Learning about the candidates Advertising and the electoral context Citizens' knowledge and evaluations of candidates Impact of the campaign Ads and the vote 7. Setting the agenda Media's role in agenda setting Policy and campaign components of the agenda Ads and agenda setting Influence of individual ads Strategic dimension of agenda control Fixed agenda Fluid agenda Varied agenda Bifurcated agenda : terrorism versus the economy It's still the economy, stupid! Shifting the focus 8. Playing the blame game Blame Dukakis Blame Bush Blame Forbes Blame Dole Blame Gingrich Don't blame me Blame terrorists Blame Bush and McCain Blame Bain 9. Ads in Congressional elections Features of Congressional campaigns Historical Congressional ads The 2000 fight for a Democratic House The fight for the 2000 Senate Clinton versus Giuliani and Lazio in 2000 2004 Senate campaigns 2006 House and Senate campaigns 2008 Senate campaigns 2012 House and Senate campaigns 10. Advertising and democratic elections Democratic expectations Risk of manipulation Importance of fact-checking Lessons of campaign communications Slicing and dicing the electorate What can be done

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
General Books	Central Library, Sikkim University General Book Section	324.73097306045 WES/A (Browse shelf(Opens below))	Available		P41695

Total holds: 0

1. The history of advertising
From newspapers to television and social media
Broadcasting strategies
Narrowcasting
Microcasting
Nanocasting

2. Qualities of effective ads
Principles of advertising
Production techniques
The role of money
Advertising and strategic politicians
Advertising and the news media
Changes in public opinion

3. Buying air time
Strategies of ad buying
The study of ad buys
Ad frequency and diversification
Outreach through social media
Strategic interactions
Power of early advertising

4. Ad messages
Ad content
Prominent ads
Paucity of policy appeals
Shifts over time
Impact of campaign stage
Internet sites and ads
Rise of negative advertising
Objects of negativity
5. Media coverage of ads
Increasing coverage of ads
Horse-race coverage of ads
Shifts in ad coverage over time
"Daisy," "Daisy II," and the "Revolving Door"
Swift boat veterans and MoveOn.org ads
Media coverage of 2008 ads
Media coverage of 2012 ads

6. Learning about the candidates
Advertising and the electoral context
Citizens' knowledge and evaluations of candidates
Impact of the campaign
Ads and the vote

7. Setting the agenda
Media's role in agenda setting
Policy and campaign components of the agenda
Ads and agenda setting
Influence of individual ads
Strategic dimension of agenda control
Fixed agenda
Fluid agenda
Varied agenda
Bifurcated agenda : terrorism versus the economy
It's still the economy, stupid!
Shifting the focus

8. Playing the blame game
Blame Dukakis
Blame Bush
Blame Forbes
Blame Dole
Blame Gingrich
Don't blame me
Blame terrorists
Blame Bush and McCain
Blame Bain

9. Ads in Congressional elections
Features of Congressional campaigns
Historical Congressional ads
The 2000 fight for a Democratic House
The fight for the 2000 Senate
Clinton versus Giuliani and Lazio in 2000
2004 Senate campaigns
2006 House and Senate campaigns
2008 Senate campaigns
2012 House and Senate campaigns

10. Advertising and democratic elections
Democratic expectations
Risk of manipulation
Importance of fact-checking
Lessons of campaign communications
Slicing and dicing the electorate
What can be done

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