TY  - BOOK
AU  - West, Darrell M.
TI  - Air wars: television advertising and social media in election campaigns 1952-2012
SN  - 9781452239910
U1  - 324.73097306045 
PY  - 2015///
CY  - Los Angeles
PB  - Sage
KW  - Political campaigns	
KW  - Television in politics	
KW  - United States	
KW  - Advertising, Political	
N1  - 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
ER  -