Title: Targeting Political Advertising on Television
Abstract: We study the targeting of political advertising by congressional candidates on television. Targeting strategies for television dier from targeting strategies for direct mail advertising or get out the vote eorts because candidates cannot target voters individually. Instead, candidates must target television programs with viewers most similar to the desired target voters. Thus, for targeted advertising to have value, the audiences for television programs must dier in mean
Publication Year: 2015
Publication Date: 2015-09-17
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 40
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