This volume provides a unique synthesis of the relevant literature
from academic studies in the fields of political science,
marketing, advertising, speech communication, telecommunication,
and public relations combined with the practical wisdom of
professional consultants. Offering the reader both the theory and
practical applications associated with negative political
advertising, this is the first book devoted exclusively to the
various forms of negative campaigning in the United States. After
developing a typology of negative political spots for greater
clarity in explaining and evaluating them, the book addresses
effectiveness questions such as: What works? When? Why? and
How?
General
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