Download ~ AD Attitude and Negative Political Advertising: Toward a Theoretical Understanding. * by Academy of Marketing Studies Journal ~ eBook PDF Kindle ePub Free
eBook details
- Title: AD Attitude and Negative Political Advertising: Toward a Theoretical Understanding.
- Author : Academy of Marketing Studies Journal
- Release Date : January 01, 1998
- Genre: Business & Personal Finance,Books,
- Pages : * pages
- Size : 265 KB
Description
INTRODUCTION Negative political advertising has recently received a substantial amount of attention by both academics and practitioners. Polls show that the public dislikes it, and advertising research indicates that negative ads turn people away from the ads' sponsors. So why do political strategists, as evidenced by their continued use, believe that negative ads are effective? One problem for advertising theorist is that no foundation has been laid that explains the apparent success of negative political advertising.