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Journal of Broadcasting & Electronic Media Volume 36, 1992 - Issue 3
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Original Articles

The influence of program and commercial type on political advertising effectiveness

Lynda Lee Kaid Professor in the Department of Communication, University of Oklahoma,
,
Mike Chanslor Doctoral student in the Department of Communication, University of Oklahoma,
&
Mark Hovind Doctoral student in the Department of Communication, University of Oklahoma,
Pages 303-320 | Accepted 01 Jun 1992, Published online: 18 May 2009

Citations (31)

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Read on this site (13)

Wangbing Shen, Zongying Liu, Linden J. Ball, Taozhen Huang, Yuan Yuan, Haiping Bai & Meifeng Hua. (2020) Easy to Remember, Easy to Forget? The Memorability of Creative Advertisements. Creativity Research Journal 32:3, pages 313-322.
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Melissa Tully & Emily K. Vraga. (2017) Effectiveness of a News Media Literacy Advertisement in Partisan Versus Nonpartisan Online Media Contexts. Journal of Broadcasting & Electronic Media 61:1, pages 144-162.
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Sean Luechtefeld & Adam S. Richards. (2016) The Interaction of Issue and Image Frames on Political Candidate Assessment. Communication Studies 67:1, pages 20-36.
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Juliana Fernandes. (2013) Effects of Negative Political Advertising and Message Repetition on Candidate Evaluation. Mass Communication and Society 16:2, pages 268-291.
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Monique Mitchell Turner, Jill Cornelius Underhill & Lynda Lee Kaid. (2013) Mood and Reactions to Political Advertising: A Test and Extension of the Hedonic Contingency Hypothesis. Southern Communication Journal 78:1, pages 8-24.
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Hsuan-Yi Chou & Nai-Hwa Lien. (2011) What does a negative political ad really say? The effects of different content dimensions. Journal of Marketing Communications 17:4, pages 281-295.
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Philip Dalton & Charlton McIlwain. (2011) Third-Party “Hatchet” Ads: An Exploratory Content Study Comparing Third-Party and Candidate Spots From the 2004 Presidential Election. Atlantic Journal of Communication 19:3, pages 129-151.
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Yongick Jeong. (2011) The Impact of Commercial Break Position on Advertising Effectiveness in Different Mood Conditions. Journal of Promotion Management 17:3, pages 291-314.
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Yongick Jeong & CynthiaM. King. (2010) Impacts of Website Context Relevance on Banner Advertisement Effectiveness. Journal of Promotion Management 16:3, pages 247-264.
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JohnH. Parmelee. (2009) “A Better Man for a Better America:” Presidential Campaign Films as a Mirror of Society. Atlantic Journal of Communication 17:2, pages 88-100.
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JamesT. Kitchens, Larry Powell & Glenda Williams. (2003) Information, please? Information seeking, mass media, and the undecided voter. Communication Research Reports 20:1, pages 73-80.
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JohnC. Tedesco. (2002) Televised Political Advertising Effects: Evaluating Responses during the 2000 Robb-Allen Senatorial Election. Journal of Advertising 31:1, pages 37-48.
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JohnH. Tindell & MartinJ. Medhurst. (1998) Rhetorical reduplication in MTV'S rock the vote campaign. Communication Studies 49:1, pages 18-28.
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Articles from other publishers (18)

Wangbing Shen, Suyuhan Wang, Jie Yu, Zongying Liu, Yuan Yuan & Fang Lu. (2021) The influence of advertising creativity on the effectiveness of commercial and public service advertisements: A dual‐task study. Applied Cognitive Psychology 35:5, pages 1308-1320.
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Kevin K. Banda & Jason H. Windett. (2021) Candidate appearance in campaign advertisements. Electoral Studies 70, pages 102275.
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Andrew HughesAndrew Hughes. 2018. Market Driven Political Advertising. Market Driven Political Advertising 29 60 .
Kevin K. Banda & Jason H. Windett. (2016) Negative Advertising and the Dynamics of Candidate Support. Political Behavior 38:3, pages 747-766.
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Angelos Kissas. (2015) Political Advertising in the Crossroad of Political Pragmatism and Political Ideology. Online Journal of Communication and Media Technologies 5:September 2015 - Special Issue, pages 88-102.
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Joon-Ho Lee. (2014) Effects of Political Advertising on Political Efficacy: An Experiment. Journal of Political Communication null:34, pages 53-97.
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정인태. (2012) The Study on the Development of Communication Strategies for Election Marketing Public Relations Campaigns: Focused on the 4·27 Gimhae the Second Electoral District Parliamentary By-election. Journal of Public Relations 16:2, pages 88-126.
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Lynda Lee KaidJuliana Fernandes & David Painter. (2011) Effects of Political Advertising in the 2008 Presidential Campaign. American Behavioral Scientist 55:4, pages 437-456.
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Daniel Stevens. (2009) Elements of Negativity: Volume and Proportion in Exposure to Negative Advertising. Political Behavior 31:3, pages 429-454.
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Richard R. Lau, Lee Sigelman & Ivy Brown Rovner. (2007) The Effects of Negative Political Campaigns: A Meta-Analytic Reassessment. The Journal of Politics 69:4, pages 1176-1209.
Crossref
Lynda Lee Kaid, Monica Postelnicu, Kristen Landreville, Hyun Jung Yun & Abby Gail LeGrange. (2016) The Effects of Political Advertising on Young Voters. American Behavioral Scientist 50:9, pages 1137-1151.
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James D. King & Jason B. McConnell. (2003) The Effect of Negative Campaign Advertising on Vote Choice: The Mediating Influence of Gender * . Social Science Quarterly 84:4, pages 843-857.
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Anne Johnston & Lynda Lee Kaid. (2002) Image Ads and Issue Ads in U.S. Presidential Advertising: Using Videostyle to Explore Stylistic Differences in Televised Political Ads From 1952 to 2000. Journal of Communication 52:2, pages 281-300.
Crossref
Claudia WegenerClaudia Wegener. 2001. Informationsvermittlung im Zeitalter der Unterhaltung. Informationsvermittlung im Zeitalter der Unterhaltung 219 235 .
Richard R. Lau, Lee Sigelman, Caroline Heldman & Paul Babbitt. (2014) The Effects of Negative Political Advertisements: A Meta-Analytic Assessment. American Political Science Review 93:4, pages 851-875.
Crossref
. 1999. Television. Television 311 369 .
Kim Fridkin Kahn & John G. Geer. (1994) Creating impressions: An experimental investigation of political advertising on television. Political Behavior 16:1, pages 93-116.
Crossref
Stuart N. Soroka & Stephen McAdams. (2012) News, Politics, and Negativity. SSRN Electronic Journal.
Crossref

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