Comparative Advertising: Strategy in U.S. House Elections*

• exposé - matière potentielle : at the annual meeting
• exposé

Comparative Advertising: Strategy in U.S. House Elections* Jack D. Collens University of Georgia Department of Political Science 104 Baldwin Hall Athens, GA 30605 985.373.4325 (mobile) 706.542.4421 (fax) Submitted for presentation at the annual meeting of the Southern Political Science Association January 6-8, 2011 New Orleans, LA * The data were obtained from a project of the University of Wisconsin Advertising Project and includes media tracking data from TNSMI/Campaign Media Analysis Group in Washington, D.C. The University of Wisconsin Advertising Project was sponsored by a grant from The Pew Charitable Trusts.

• major marketing journal
• negative advertising
• comparative advertisements
• political campaign strategy
• negativity
• importance of marketing professionals
• comparative ads
• ads
• research