ABSTRACT
Paul Herrnson observes some key differences in communications strategies between various candidate categories, but he devises an alternative measure of candidate quality and relies on survey responses for his analysis. Analysis of the t-test results produces some initial insights about the relationship between candidate quality and campaign communications strategies. Challenger quality also seems to play a role in the decisions incumbent candidates make about policy content in their ads depending on whether they face a high or low-quality challenger at the polls. The analyses reveal a variety of systematic differences in campaign communications strategies by candidate types with respect to decisions about specific features of campaign communications. The majority of work on the differences between experienced and inexperienced candidates has focused on electoral outcomes. Collaterally, it is easy to assume that these outcomes occur because of fundamental differences between the candidates.
