TITLE

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

AUTHOR(S)
Weaver-Lariscy, Ruth Ann; Tinkham, Spencer E.
PUB. DATE
September 1987
SOURCE
Journal of Advertising;1987, Vol. 16 Issue 3, p13
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
4671072

 

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