ABSTRACT
This chapter focuses on television advertising, which is where most campaign advertising spending goes 62 percent of it, according to one estimate. Television is where most scholars have focused their research and where the news media apply most of their scrutiny. Some experts question whether campaign ads actually sway voters. The chapter examines this question by reviewing the mechanics of campaign advertising and the scholarly research on its effectiveness. Part of the explanation lies in the fact that, unlike with earned media, paid media gives maximum control over the content and timing of the message. In campaigning, targeting can be defined as communication strategies and practices aimed at focusing precious resources on particular voters or groups of voters. Campaigns also like radio ads because they run below the radar, rarely attracting scrutiny by the news media for their truthfulness or inflammatory messaging. Online ads can be targeted to people who search for certain names or words.
