IDEAS home Printed from https://ideas.repec.org/a/rfa/smcjnl/v12y2024i2p337-345.html
   My bibliography  Save this article

Political Campaigns’ Use of E-mail vs. Television Advertising

Author

Listed:
  • Taewoo Kang

Abstract

This research explores how political campaigns use e-mail and television advertising differently. The data consist of 267,675 television ad airings sponsored, and 2,164 e-mails sent, by the forty-seven U.S. Senate candidates who used both communication channels during the 2014 general election cycle. Major findings include that fundraising requests and get-out-the-vote messages were more commonly found in campaign e-mails than in television ads; that campaigns were more likely to use partisan appeals in their e-mails while they often used bipartisan appeals in their television ads; and that campaigns sometimes mentioned issues owned by the other party more frequently than their opponents did when using television ads whereas they tended to focus on issues owned by their party in their e-mails. Campaigns’ use of multiple communication channels within a single election cycle should be monitored more systematically and thoroughly.

Suggested Citation

  • Taewoo Kang, 2024. "Political Campaigns’ Use of E-mail vs. Television Advertising," Studies in Media and Communication, Redfame publishing, vol. 12(2), pages 337-345, June.
    • Handle: RePEc:rfa:smcjnl:v:12:y:2024:i:2:p:337-345
    as

    Download full text from publisher

    File URL: https://redfame.com/journal/index.php/smc/article/download/6683/6536
    Download Restriction: no
    File URL: https://redfame.com/journal/index.php/smc/article/view/6683
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Druckman, James N. & Kifer, Martin J. & Parkin, Michael, 2009. "Campaign Communications in U.S. Congressional Elections," American Political Science Review, Cambridge University Press, vol. 103(3), pages 343-366, August.
    2. Lovett, Mitchell & Peress, Michael, 2015. "Targeting Political Advertising on Television," Quarterly Journal of Political Science, now publishers, vol. 10(3), pages 391-432, September.
    3. Fowler, Erika Franklin & Franz, Michael M. & Martin, Gregory J. & Peskowitz, Zachary & Ridout, Travis N., 2021. "Political Advertising Online and Offline," American Political Science Review, Cambridge University Press, vol. 115(1), pages 130-149, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yaru Tang & Mengdi Liu & Fan Xia & Bing Zhang, 2024. "Informal regulation by nongovernmental organizations enhances corporate compliance: Evidence from a nationwide randomized controlled trial in China," Journal of Policy Analysis and Management, John Wiley & Sons, Ltd., vol. 43(1), pages 234-257, January.
    2. Guy Aridor & Rafael Jiménez-Durán & Ro'ee Levy & Lena Song, 2024. "The Economics of Social Media," Journal of Economic Literature, American Economic Association, vol. 62(4), pages 1422-1474, December.
    3. Brian Fogarty & David Kimball & Lea Kosnik, 2016. "The Media, Voter Fraud, and the 2012 Elections," Working Papers 1012, University of Missouri-St. Louis, Department of Economics.
    4. Morelli, Massimo & Gennaro, Gloria & Lecce, Giampaolo, 2021. "Mobilization and the Strategy of Populism Theory and Evidence from the United States," CEPR Discussion Papers 15686, C.E.P.R. Discussion Papers.
    5. Mitchell J. Lovett, 2019. "Empirical Research on Political Marketing: a Selected Review," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 49-56, December.
    6. Brett R. Gordon & Mitchell J. Lovett & Bowen Luo & James C. Reeder, 2023. "Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections," Management Science, INFORMS, vol. 69(1), pages 220-243, January.
    7. Lingling Zhang & Doug J. Chung, 2020. "The Air War vs. the Ground Game: An Analysis of Multichannel Marketing in U.S. Presidential Elections," Marketing Science, INFORMS, vol. 39(5), pages 872-892, September.
    8. Michaela Fischer & Fabrizio Gilardi, 2023. "Level Playing Field or Politics as Usual? Equalization–Normalization in Direct Democratic Online Campaigns," Media and Communication, Cogitatio Press, vol. 11(1), pages 43-55.
    9. Brett R. Gordon & Wesley R. Hartmann, 2016. "Advertising competition in presidential elections," Quantitative Marketing and Economics (QME), Springer, vol. 14(1), pages 1-40, March.
    10. Beknazar-Yuzbashev, George & Stalinski, Mateusz, 2022. "Do social media ads matter for political behavior? A field experiment," Journal of Public Economics, Elsevier, vol. 214(C).
    11. Wilson Law, 2021. "Decomposing political advertising effects on vote choices," Public Choice, Springer, vol. 188(3), pages 525-547, September.
    12. Michael M. Franz & Meiqing Zhang & Travis N. Ridout & Pavel Oleinikov & Jielu Yao & Furkan Cakmak & Erika Franklin Fowler, 2024. "Quantifying Data-Driven Campaigning Across Sponsors and Platforms," Media and Communication, Cogitatio Press, vol. 12.
    13. Avidit Acharya & Takuo Sugaya & Eray Turkel, 2022. "Electoral Campaigns as Dynamic Contests," "Marco Fanno" Working Papers 0293, Dipartimento di Scienze Economiche "Marco Fanno".
    14. Vishal P. Baloria & Kenneth J. Klassen, 2018. "Supporting Tax Policy Change Through Accounting Discretion: Evidence from the 2012 Elections," Management Science, INFORMS, vol. 64(10), pages 4893-4914, October.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfa:smcjnl:v:12:y:2024:i:2:p:337-345. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Redfame publishing (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.