Effects Of Political Advertising Research Articles

THE ENCOURAGEMENT OF POLITICAL MARKETING AND WORD-OF-MOUTH COMMUNICATION TOWARDS THE IMAGE OF THE MAYOR, TRUST, AND BEGINNING VOTERS’ JUDGEMENTS IN SELECTING A MAYOR IN INDONESIA

Political parties experience a shift in perspective in the context of organizing political campaigns from the traditional era to a new era called political marketing. This study aims to measure the effect of political advertising and word of mouth on the image of regional heads, trust, and voters' decisions in selecting mayors. This research was conducted in Batam City, Riau Archipelago Province, Indonesia in 2021. The type of this research was survey research involving 389 12th-grade high school and vocational high school students as first-time voters. The technique of collecting data is a questionnaire technique, namely through the distribution of questionnaires. Data analysis in this study used Structural Equation Modeling (SEM) analysis, using Amos 24. The results of the study: 1) Political advertisements influence the image, beliefs, and decisions of first-time voters. 2) word of mouth has a significant effect on the image, and word of mouth has a significant effect on trust and novice voters' decisions. 3) The image of a candidate for regional head influences the trust, confidence, and decisions of first-time voters. 4) Trust in regional head candidates influences the decisions of first-time voters in Batam City, Riau Archipelago Province, Indonesia.

Effects of Political Advertising - A Research Agenda

Effects of Political Advertising - A Research Agenda

Effects of Political Advertising on Voters Participation in Elections: A Study of 2019 General Election Participants in Anambra State

The main objective of this study is to determine the effect of political advertising media on voters’ participation during election in Anambra State. The specific objectives are to: determine the effect of social media exposure, political rallies, mass media and town crier exposure on voter apathy, cynicism and political efficacy. Using a survey research design, a sample of 400 was selected randomly from the three senatorial districts in Anambra state. Questionnaire was used to collect the data. Data were presented using tables, percentages and frequencies while the study hypotheses were analyzed usim Structural Equation Model in Smart PLS software. Findings from the study show that: Town crier had a significant positive influence on voters’ participation; Political rallies had a significant positive effect on voters’ participation; Social media (Facebook) had a significant positive influence on voters’ participation; Mass media (Billboards) had a significant positive effect on voters’ participation. The study concludes that political campaign advertisement increasingly diversifying, more complex and demanding and its importance in political advertising is increasing. Therefore, the study recommends that: political advertising media such as town crier, political rallies, Facebook, and billboards are reliable tools which can be used by political parties and candidates during electioneering campaigns.

The Nonlinear Effects of Political Advertising

Political communication scholars who study the persuasive effects of political advertising often assume that the relationship between advertising volume and vote choice is linear. Even though the product advertising literature has long recognized that advertising has both “wear in” and “wear out” effects, few political communication scholars consider this possibility. This study explains why it is both normatively and empirically important to determine the precise relationship between advertising and vote choice. We then use data from two published studies to investigate inductively how persuasion effects vary with different television advertising levels. The findings suggest that political advertisements do indeed have both “wear-in” and “wear-out” effects. We conclude by investigating three ways to model advertising effects in a more parsimonious manner and settle on log transforming the measure of advertising as the preferred method.

Beliefs and Attitude towards Political Advertising During Malaysia's GE14 Political Tsunami

The recent General Election in Malaysia has seen the opposition alliance form the government for the first time in its history. The tsunami that changed the country's political landscape has largely been attributed to the participation of young voters and the effect of political advertising transmitted through social media. Drawing upon the theory of reasoned action, the study tests the scale of beliefs about political advertising in relation to attitude towards political advertising among young voters. While the first phase of the study validated the belief components, the second phase tested and confirmed the effect of the belief components on attitude. As a result, three belief components of political advertising were extracted, including core values, actual values,andexternal values. The findings indicated that young Malaysian voters hold unfavourablebeliefs aboutpolitical advertising. Moreover, the beliefs about advertising’s core and external values have a direct effect on attitude towards political advertising. Given young voters use social media for nearly every aspect of their lives, the findings underscore the importance of understanding the potential effect of negative political advertising and its external elements during election campaigns.

Decomposing political advertising effects on vote choices

This paper studies the channels through which political television advertising influences individuals' voting decisions. Scholars are interested to learn whether advertising primarily persuades people to change their choices of candidates or mobilizes people to vote. I find that advertising does both: about 60% to 70% of advertising's effect is persuasion, and 30% to 40% of it is mobilization. Advertising's effects are stronger on those who did not plan to vote for a major-party candidate. To decompose the impact into its components, the present paper estimates a multinomial probit model that permits analysis of decisions of turnout and candidate choice jointly in a Markov chain framework. In contrast to most studies that estimate the effects of aggregated exposure to advertising on voters' choices on Election Day, I study how advertising influences peoples' monthly voting intentions leading up to Election Day. In the context of the 2008 presidential election, the magnitude of the advertising effect is not large enough to overcome John McCain's significant deficit, but it potentially could have changed the outcomes of other close elections such as those in 2000 and 2016.

The small effects of political advertising are small regardless of context, message, sender, or receiver: Evidence from 59 real-time randomized experiments.

Evidence across social science indicates that average effects of persuasive messages are small. One commonly offered explanation for these small effects is heterogeneity: Persuasion may only work well in specific circumstances. To evaluate heterogeneity, we repeated an experiment weekly in real time using 2016 U.S. presidential election campaign advertisements. We tested 49 political advertisements in 59 unique experiments on 34,000 people. We investigate heterogeneous effects by sender (candidates or groups), receiver (subject partisanship), content (attack or promotional), and context (battleground versus non-battleground, primary versus general election, and early versus late). We find small average effects on candidate favorability and vote. These small effects, however, do not mask substantial heterogeneity even where theory from political science suggests that we should find it. During the primary and general election, in battleground states, for Democrats, Republicans, and Independents, effects are similarly small. Heterogeneity with large offsetting effects is not the source of small average effects.

Motivating Participation Through Political Ads: Comparing the Effects of Physiology and Self-reported Emotion

With numerous scholars expressing interest, and in some cases concern, over the impact of televised campaign ads on participation, it is vital that our understanding of the effects of political advertising be based on sound assumptions. Yet research regarding emotion and politics relies almost exclusively upon self-reported measures. How does reliance on self-reported measures of emotion impact our understanding of the short-term motivational forces that impact political participation? Using a randomized experiment with carefully manipulated campaign advertisements, I find evidence that an alternative measure of emotional response, physiological arousal, is a powerful predictor of citizens’ willingness to participate in politics. Arousal is not simply a proxy for self-reported emotion, but rather, a different and complementary measure of the emotional experience. I also explore the relationship between arousal and self-reported emotion and find evidence that the translation of arousal into self-reported emotion depends in part on characteristics of the message such as partisan tone and on characteristics of the individual such as political knowledge.

Political advertising effectiveness in war-time Syria

This study addresses the effectiveness of political advertising in an extreme context, during war-time. A self-administered cross-sectional survey was used to collect data during the 2016 parliamentary elections in Syria. Structural equation modelling was utilized to test the hypothetical model and its invariance related to political involvement. The results indicated that beliefs are a four-dimensional structure consisting of information, veracity, sarcasm, and cynicism. Furthermore, war-time perceptions were found to negatively affect attitude towards political advertising via sarcasm among less politically involved voters. Negative attitude was found to be linked to lower levels of veracity among such voters and to higher levels of cynicism for those who are highly involved in politics. Negative attitudes regarding political advertising were found for lowering the chances for watching advertisements, for supporting a candidate, and for willingness to vote. The results also revealed that paying attention to political advertising does not relate to voters’ intention to vote. This study is the first of its kind to empirically validate a conceptual model predicting voters’ turnout behaviour based on voters’ war-time perceptions, beliefs and attitudes regarding political advertising in an authoritarian setting. In addition, this study investigates whether the effects of the proposed model may be moderated by voters’ political involvement.

Examining Brand Strength of Political Candidates: a Performance Premium Approach

Despite the growth of research on political marketing, fundamental questions concerning brand value of political candidates and its relationship with marketing mix activities remain unanswered. This research extends premium-based brand valuation methods to the political context by presenting a performance premium approach to assessing the strength of politicians’ brands and exploring the relationship between politician brand strength and political advertising. We develop a joint hierarchical Bayesian model of brand performance and marketing activity and estimate our model using data on the election performance and advertising expenditures of political candidates from US House of Representatives elections. Our findings suggest that politicians who possess a strong brand—those that perform better than expected given the partisan leanings of their districts, advertising spending, and other model controls—face a consequence for their brand strength in which political advertising by their opponents has a stronger negative impact on their performance compared to the effect of political advertising against politicians with weaker brands. We discuss the implications of our findings for political marketing.

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.

A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns

Political advertising is controversial, as there is widespread concern about money from political action committees (PACs and super PACs) distorting the democratic process. Studying advertising effectiveness is, however, a challenging topic for several reasons, including the endogenous nature of fundraising and ad spending rates. However, the extensive use of targeting based on designated marketing areas (DMAs) creates a setting in which neighboring counties with comparable demographics receive different levels of advertising exposure. In this paper, we leverage these advertising discontinuities along DMA borders to study the relative effectiveness of political advertising on vote shares and turnout rates in 2010 and 2012 senatorial elections. We find that negative advertising sponsored by PACs is significantly less effective than that sponsored by candidates in affecting two-party vote shares and voter turnout. A 1% increase in negative advertising by the candidate produces a significant 0.015% lift in the candidate’s unconditional vote shares. By contrast, negative advertising from PACs is ineffective in increasing its supported candidate’s unconditional vote share. Further analysis reveals that the competitiveness of races moderates the effectiveness of political advertising, providing implications for those managing candidates’ campaigns, PACs, and super PACs. Data and the online appendix are available at https://doi.org/10.1287/mksc.2017.1079 .

Political Advertising and Election Results*

We study the persuasive effects of political advertising. Our empirical strategy exploits FCC regulations that result in plausibly exogenous variation in the number of impressions across the borders of neighboring counties. Applying this approach to detailed data on television advertisement broadcasts and viewership patterns during the 2004–12 presidential campaigns, our results indicate that total political advertising has almost no impact on aggregate turnout. By contrast, we find a positive and economically meaningful effect of advertising on candidates’ vote shares. Taken at face value, our estimates imply that a one standard deviation increase in the partisan difference in advertising raises the partisan difference in vote shares by about 0.5 percentage points. Evidence from a regression discontinuity design suggests that advertising affects election results by altering the partisan composition of the electorate.

Does Political Advertising Lead to Online Information Seeking? A Real-World Test Using Google Search Data

Though the political advertising literature has documented the effects of political advertising on political attitudes and voting behavior, less attention has been paid to the role of political advertising in stimulating information search. This study seeks to examine the impact of political advertising on real world information seeking using CMAG data from the Wisconsin Ad Project combined with Google Trends search data. Results suggest that increased advertising volume is associated with increased online information seeking. Additionally, this study tests the feasibility of using Google Trends search data as a proxy measure of political information seeking.

Transforming Political Advertising in Malaysia: Strategizing Political Advertisements towards First-Time and Young Voters in Malaysian GE 14

Undoubtedly, the 2013 Malaysia's general election campaign marked to have significantly increased in budget, and much was contributed to advertising. The general election 2013 was noted to be among the most interesting campaign, with salient competitive campaign among the two coalition political parties. The research aims at analyzing the 2013 political advertisements rendered during the time, in order to give insights as to transform and strategize the next 2018 General Election advertising campaign. The king-makers are to be the first-time and young voters. The study approach to understand the effectiveness of political advertising during the general election 2013 to the first-time voters, on how they perceived the advertisements, whether those advertisements have an impact on them, and, their preferred advertisements content, elements, and style that suited the first-time voters, and, hence drw the most likeability and believability to the changes of perspectives of these first-time voters after a period of 4 years. The research employs the focus group method. This method was chosen as it allows access to socially-constructed expressed views, opinions, experiences, and attitudes as the participants interpreted the advertisements messages and elements. Eighteen participants were identified to form three different groups representing the rural, semi-urban and urban first-time voters. The results show that there are many elements that were not acknowledged by the creators of advertisements and the political parties as to design and strategizing their campaign. There is a lack of effectiveness in persuading and communicating through advertisement, to the first time voters. Though political messages remain unpopular, but it plays a rather significant role in influencing the young voters' to vote in the coming election. Suggestions are made on transforming the political advertisements as to improve effectiveness in the coming Malaysian General Election.

Attribute agenda setting and political advertising: (Dis)association effects, modality of presentation, and consequences for voting

AbstractWe investigated the attribute agenda-setting (AAS) effect of political advertising. Individuals (

Political Advertising and Election Outcomes

We implement a new approach for estimating the persuasive effects of political advertising. Our empirical strategy exploits FCC regulations that result in plausibly exogenous variation in the number of impressions across the borders of neighboring counties. Applying this approach to uniquely detailed data on television advertisement broadcasts and viewership patterns during the 2004 and 2008 presidential campaigns, our results indicate that total political advertising has virtually no impact on aggregate turnout. The point estimates are precise enough to rule out even moderately sized effects. By contrast, we find a positive and economically meaningful effect of advertising on candidates’ vote shares. Evidence from a regression discontinuity design with millions of observations suggests that advertising’s impact on elections is largely due to compositional changes of the electorate.

The Role of Issue Sponsorship in Agenda Setting Effects of Political Advertising

The Role of Issue Sponsorship in Agenda Setting Effects of Political Advertising

Political Advertising in Nigeria’s Emergent Democratic Process: An Overview of the 2007 Presidential Election

AbstractIn an evolving democracy like Nigeria it is doubtful how much political advertisements can impact on the outcome of elections. This study assesses the effect of political advertising on the voting pattern of Nigerians during the 2007 presidential election. This election is particularly worthy of scrutiny because it marked an unprecedented transition from one elected government to another in Nigeria after years of military dictatorship. Although judged as peaceful, the election is said to have been flawed by serious electoral malpractices by International Observers; and the country is once more neck-deep in preparations for a similar election in 2015. The study is limited to advertising in newspapers which carried mostly full page advertisements in full colours and employed the survey technique using a structured questionnaire to gather data from respondents. Three hundred and eighty-five copies of these were distributed across the six geopolitical zones of the country and the Federal Capital Territory, with 370 copies duly completed and returned. The study relied on two rhetorical theories – Muzafer Sherif’s Social Judgment theory and George Herbert Mead’s theory of Symbolic Interactionism. Frequency count and simple percentages were used for the presentation and analysis of findings. Descriptive statistics were used to address research questions and the hypotheses were tested with the Pearson Product-Moment Correlation. The study is significant in that it has provided empirical evidence that during 2007 Presidential election in Nigeria, political advertisements in newspapers provided new and convincing information about the candidates; facilitated voters’ understanding of the issues canvassed; helped increase the approval rating of favoured candidates; and significantly reinforced their decision to vote for particular candidates but failed to influence changes in voting pattern. In view of its findings, the study recommends that although political advertising is highly beneficial in the political mobilization process, it cannot replace rallies and other forms of interpersonal communication in Nigeria.

The Effect of Generational Status In Language-Tailored Political Messages

ABSTRACT The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States. It included the case of the 2008 presidential campaign as well as a simulated experiment performed two years later for a cross-validation purpose. Findings indicated that the effectiveness of political advertising on young-adult Latinos depends not only on the language used in the political advertisement but on the viewers9 generational status.