West, Darrell M. <br/><br/>
Air wars: television advertising and social media in election campaigns 1952-2012/ 
Darrel M. West. 
 - Los Angeles:  Sage,  2015. 
 - xviii, 205 p. :  ill. ;  23 cm. 
<br/><br/>1. The history of advertising <br/>From newspapers to television and social media <br/>Broadcasting strategies <br/>Narrowcasting <br/>Microcasting <br/>Nanocasting <br/><br/>2. Qualities of effective ads <br/>Principles of advertising <br/>Production techniques <br/>The role of money <br/>Advertising and strategic politicians <br/>Advertising and the news media <br/>Changes in public opinion <br/><br/>3. Buying air time <br/>Strategies of ad buying <br/>The study of ad buys <br/>Ad frequency and diversification <br/>Outreach through social media <br/>Strategic interactions <br/>Power of early advertising <br/><br/>4. Ad messages <br/>Ad content <br/>Prominent ads <br/>Paucity of policy appeals <br/>Shifts over time <br/>Impact of campaign stage <br/>Internet sites and ads <br/>Rise of negative advertising <br/>Objects of negativity <br/>5. Media coverage of ads <br/>Increasing coverage of ads <br/>Horse-race coverage of ads <br/>Shifts in ad coverage over time <br/>"Daisy," "Daisy II," and the "Revolving Door" <br/>Swift boat veterans and MoveOn.org ads <br/>Media coverage of 2008 ads <br/>Media coverage of 2012 ads <br/><br/>6. Learning about the candidates <br/>Advertising and the electoral context <br/>Citizens' knowledge and evaluations of candidates <br/>Impact of the campaign <br/>Ads and the vote <br/><br/>7. Setting the agenda <br/>Media's role in agenda setting <br/>Policy and campaign components of the agenda <br/>Ads and agenda setting <br/>Influence of individual ads <br/>Strategic dimension of agenda control <br/>Fixed agenda <br/>Fluid agenda <br/>Varied agenda <br/>Bifurcated agenda : terrorism versus the economy <br/>It's still the economy, stupid! <br/>Shifting the focus <br/><br/>8. Playing the blame game <br/>Blame Dukakis <br/>Blame Bush <br/>Blame Forbes <br/>Blame Dole <br/>Blame Gingrich <br/>Don't blame me <br/>Blame terrorists <br/>Blame Bush and McCain <br/>Blame Bain <br/><br/>9. Ads in Congressional elections <br/>Features of Congressional campaigns <br/>Historical Congressional ads <br/>The 2000 fight for a Democratic House <br/>The fight for the 2000 Senate <br/>Clinton versus Giuliani and Lazio in 2000 <br/>2004 Senate campaigns <br/>2006 House and Senate campaigns <br/>2008 Senate campaigns <br/>2012 House and Senate campaigns <br/><br/>10. Advertising and democratic elections <br/>Democratic expectations <br/>Risk of manipulation <br/>Importance of fact-checking <br/>Lessons of campaign communications <br/>Slicing and dicing the electorate <br/>What can be done  
<br/><br/><label>ISBN: </label>9781452239910 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Political campaigns	<br/>Television in politics	<br/>United States	<br/>Advertising, Political	
<br/><br/><label>Dewey Class. No.: </label>324.73097306045  / WES/A