The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them. The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention. The Persuasive Power of Campaign Advertising features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.

These groundbreaking studies, rich with data, include chapters on: * Political parties (by Anthony Corrado, Robin Kolodny, Diana Dwyre, Raymond LaRaja) * "527" committees and interest groups (by Steve Weissman, Ruth Hassan, Robert Boatright, Michael Malbin, Mark Rozell, Clyde Wilcox) * Television ads (by Kenneth Goldstein, Michael Franz, Joel Rivlin) * The "ground war" (by David Magleby, Kelly Patterson) * Congressional politics (by Gary Jacobson, Jennifer Steen) * Presidential campaigns (by Michael Malbin). A must read for its insightful and nuanced assessments of the effects of reform.

These groundbreaking studies, rich with data, include chapters on political parties, '527' committees and interest groups, television ads, the 'ground war, ' Congressional politics, and presidential campaigns. A must-read for its insightful and nuanced assessments of the effects of reform