Which of the following is most important to presidential campaigns?
paid advertising by the candidates themselves
paid advertising by third-party groups not officially under the candidates' control
news coverage of the campaign by major news outlets
live coverage of presidential debates
The scheduling of the 2004 Republican National Convention illustrates which maxim of campaign strategy?
going negative
riding the wave
rapid response
the expectations game
rom the perspective of a candidate, the late-night entertainment show (e.g., Late Show with Stephen Colbert) is an attractive venue because
the audience consists disproportionately of regular voters.
the late-night shows set the agenda for the next day's morning news.
the hosts are unlikely to ask tough, probing questions.
their appearances provide vivid footage for the ad campaign.
A key distinction between campaign ads and product ads is that
campaign ads try to develop a positive attachment to the candidate.
campaign ads try to provide a rationale for detaching a voter from a candidate.
campaign ads do not provide accurate information.
campaign ads tend not to be responsive to an opponent's previously run ads.
One of the implications of issue ownership is that candidates should
use messages that confirm party or candidate stereotypes
use only positive messages
rely solely on character attacks
None of these are correct
They Keep Coming" is an example of which genre of campaign advertising?
wedge issues
character assassination
image advertising
sequencing
"Texas ranked 49th out of 50 states on education performance" is an example of which genre of negative advertising?
the flip-flop script
character assassination
riding the wave
performance critique
Direct mail as an alternative to television advertising is most likely to come into play
when candidates cannot afford to purchase TV ads
in down-ballot races
in media markets that encompass multiple political contests
All of these are correct
Issue advertising tends to increase with the availability of
hard money
soft money
soft money raised at the state and local levels.
money raised by the national party committees
Experimental studies show that the effects of attack ads include
convincing voters to switch to the targeted candidate.
convincing voters to switch away from the targeted candidate
weakening the motivation to vote
strengthening the motivation to vot
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