ABSTRACT
This chapter deals with radio and television advertising in campaigns. It focuses on the various forms of print and mail advertising Political advertising is a major of day campaign, both in energies consumed and in monies spent. The chapter reviews the use of the techniques made available by electronic technology. Basically, most campaign themes focus on two or three weaknesses of the opponent(s) while maximizing the candidate's owe strengths. Different media are appropriate for different situations. In a small community we might rely on press coverage, street campaigning, mailings, and buttons and forget radio and television, since the costs would be excessive in relation to the number of people to be readied. Television campaigning has become almost a necessity in city-, state-, and nationwide campaigns. In many larger-scale campaigns, according to Walter Diamond, an experienced New York campaign manager, "the image coming out of the box controls almost everything."
