Political campaign advertising: believe it or not

Aron O'Cass*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

1 Citation (Scopus)

Abstract

The extent that political advertising in elections is believed by voters’ is an important issue for public policy, political marketing, and marketing in general. Much effort and funding is devoted to communicating with voters’ during elections via advertising. This study examined political advertising believability and three potential antecedents of believability during an election. The data were gathered via a random sample of voters immediately following an election and the results indicate that believability is influenced by a voters’ involvement, perceived control and satisfaction and that party preference plays a key role in believability of competing campaigns.

Original languageEnglish
Title of host publicationCurrent issues in political marketing
EditorsWalter W. Wymer, Jr., Jennifer Lees-Marshment
Place of PublicationNew York
PublisherBest Business Books
Pages205-221
Number of pages17
ISBN (Electronic)9780203826157, 9781136792137
ISBN (Print)9780789024374
Publication statusPublished - 2005
Externally publishedYes

Bibliographical note

Co-published simultaneously in: Journal of Nonprofit and Public Sector Marketing 14(1-2), 2005 pp. 205-221; and Current Issues in Political Marketing, edited by Walter W. Wymer, Jr. and Jennifer Lees-Marshment (2005). New York: Best Business Books, pp. 205-221.

Keywords

  • election campaigns
  • political marketing
  • voter behaviour

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