Effects Of Political Ads Research Articles

Using Big Data and Algorithms to Determine the Effect of Geographically Targeted Advertising on Vote Intention: Evidence From the 2012 U.S. Presidential Election

We develop a new conceptualization of political advertising effects by looking at the effect of the marginal advertising dollar during the heat of presidential campaigns. We argue that in contrast to other studies investigating effects of political ads, our approach is more apt to capture the natural environment in which political ads are encountered during a presidential campaign. We focus on the intense inundation of political ads voters are confronted with in swing states in the weeks leading up to the presidential election, and argue that it is unclear a priori whether we should expect advertising to affect vote intention in that critical circumstance. We empirically validate this hypothesis using a trove of data from the 2012 campaign: daily polling in media markets around the country, detailed data on all registered voters in the country, all TV advertisements by market and exact airtime, and the entire Twitter corpus. We find that neither overall increases in advertising spending nor partisan imbalances in spending expanded the candidates’ electorate. In fact, total Designated Market Area (DMA)-level spending significantly moderates a negative relationship between spending advantages and advantages in vote intention, suggesting a boomerang effect of additional spending late in the campaign. In closing, we discuss the ramifications of our findings for future research, and stress the importance of research tracking advertising effects.

Political Advertising on Social Media in the 2012 Presidential Election

This study explores the perceived effects of political ads that appeared on social media in the 2012 presidential campaign from a third-person effect perspective. Results of a survey using a probability sample of 496 college students indicated that the respondents tend to believe that political ads on social media have a greater influence on others than on themselves. However, the more desirable they viewed such ads, the more they admitted the ads to having influenced themselves. Finally, third-person perception of political ads on social media was found to be a positive predictor of engagement in promotional social media behavior after the influences of demographics, social media use, and political attitudes were taken into consideration.

Political Advertising on Social Media in the 2012 Presidential Election

This study explores the perceived effects of political ads that appeared on social media in the 2012 presidential campaign from a third-person effect perspective. Results of a survey using a probability sample of 496 college students indicated that the respondents tend to believe that political ads on social media have a greater influence on others than on themselves. However, the more desirable they viewed such ads, the more they admitted the ads to having influenced themselves. Finally, third-person perception of political ads on social media was found to be a positive predictor of engagement in promotional social media behavior after the influences of demographics, social media use, and political attitudes were taken into consideration.

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

Effects of Political Ads on Television on the Choice of Presidential Candidates among First-Time Voters of Liceo De Cagayan University

The study determined the effects of political advertisements on television on the choice of presidential candidates among first-time voters of Liceo de Cagayan University. In context, the study sought to answer the following aspects of the problem: (1) the frequency of political advertisement exposure of the respondents on television; (2) the political ad components which influence the most and the least the respondents in their voting decisions; (3) the extent of influence of political advertising components among first time voters in Liceo de Cagayan University; (4) the candidate’s political advertisement which influence the most and the least the respondents’ choice of president; and (5) the significant relationship between the political ads components and the decision making of the respondents when they are grouped according to age, gender, course, and religion. In the treatment and analysis of data, frequency counts, percentage distribution, weighted mean and Pearson Correlation were used. The result of the study showed that majority (87%) of the respondents watch political ads on television in the evening. Moreover, majority (59%) of the respondents sometimes watch political ads. It was also found out that campaign platform influenced the most (59.2%) the respondents while campaign endorsers (32.8%) fell on the last spot of the survey. The findings showed that political ad components, namely: campaign platform, jingles, endorsers, and campaign themes moderately influenced the first-time voters. It was also revealed that Noynoy’s political ad influenced the most the voters in their choice of presidential candidate as he won in the past election and got the highest votes. Lastly, the statistical tests showed that there is no significant relationship between the components of political ads and the decision making of the respondents when they are grouped according to age, gender, course, and religion. The significant relationship only exists between the campaign platform and its influential effects in terms of gender. The results suggest that political advertisements should focus more on their campaign platforms rather than on campaign jingles and endorsers which have lesser influence on audiences. The voters should also choose their political candidates based on his background, capacity, experience as well as his campaign platforms. Moreover, political advertisers should always take into consideration the gender of their audiences. In relation to this, a political candidate may propose programs or projects intended for a particular gender and political advertisers should introduce effective and realistic platforms through their political ads in order to influence the voters. Keywords - political advertisements, politics, voters, presidential candidates, political platforms