The Influence of Media Expenditure and Allocation Strategies in Congressional Advertising Campaigns

Weaver-Lariscy, Ruth Ann; Tinkham, Spencer E.
September 1987
Journal of Advertising;1987, Vol. 16 Issue 3, p13
Academic Journal
A survey of Congressional candidates conducted shortly after the 1982 elections showed that advertising media expenditure and allocation strategies vary significantly among types of campaigns: incumbent, challenger, and open-race. The results demonstrated that these three are in fact different competitive situations and that they respond differently to levels of media class expenditure and to allocation strategies across media classes. Furthermore, media strategy differences are found to be important predictors of election outcome.


Related Articles

  • Winners & Losers.  // National Review Bulletin;12/1/1978, Vol. 30 Issue 48, pB177 

    This article analyzes the possible implications of the results of this year's Congressional elections in the U.S. Political analysts are currently engaged in predicting the fate of several noted politicians, including Republican Governor Jim Thompson of Illinois. Based on this year's ballot, it...

  • Untitled.  // National Review Bulletin;4/6/1979, Vol. 31 Issue 14, p41 

    This article suggests what the U.S. can do to lower the price oil from Organization of Oil Producing and Exporting Countries (OPEC). The article reports that the price of oil from OPEC member nations has soared since the formation of the OPEC cartel. The production of domestic oil in the U.S. on...

  • Measuring the Drapes. Duffy, Jennifer E. // National Journal;10/21/2006, Vol. 38 Issue 42, p42 

    The article predicts the potential outcome of the November 2006 congressional election in the U.S. Republicans appear headed for significant losses in this year's congressional race. Democrats are virtually certain to seize gubernatorship in Colorado, New York and Ohio. The combination of...

  • Democrats Try To Wallpaper Political Cracks. J.T. YOUNG // Investors Business Daily;9/11/2014, pA13 

    With Democrats close in generic ballot polling, can they be cautiously optimistic about November? Not at all.

  • Fourth-quarter forecast: Cloudy with a chance of retail, food spending. Ives, Nat // Advertising Age;9/10/2012, Vol. 83 Issue 32, p6 

    The article presents forecasting on advertising spending and advertising media planning for the fourth quarter of 2012. An increase in television political advertising related to the 2012 U.S. election for President is seen as one of the few areas where spending will increase significantly. A...

  • What KMOX and other media have missed. Klotzer, Charles L. // St. Louis Journalism Review;Dec2000/Jan2001, Vol. 31 Issue 232, p30 

    Reports on the mass media coverage of the 2000 elections in the United States. KMOX television station's shortfalls in covering recent political events; 'American Journalism Review' periodical's failure to report then United States Defense Secretary Dick Cheney's accomplishments; 'Prison Legal...

  • Democrats Practicing Campaign Triage. Parker, Alex M. // U.S. News Digital Weekly;10/15/2010, Vol. 2 Issue 41, p4 

    The article discusses the strategy of the Democratic Party of regulating the campaign money of 2010 candidates no longer in competitive races. It cites that the campaign money being pulled back is in the form of independent expenditures. It mentions candidates whose television advertisements...

  • Campaign Finance's Funny Loophole. Jillette, Penn // Regulation;Summer2001, Vol. 24 Issue 2, p64 

    Presents an article which criticizes the issue of campaign finance reform in the United States and the how the media views the political interest associated with the reform. Speculations on the personal interest of lobbyists in the reform; Concerns of the media industry on the implementation of...

  • Forecast Follies? Hannan, Caleb // National Journal;10/21/2006, Vol. 38 Issue 42, p1 

    The article presents the prediction by some university professors on the potential outcome of the congressional election in the U.S. on November 7, 2006. Some university professors predict that House Democrats will emerge victorious on November 7. Indiana State University professors Carl Klarner...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics