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Political campaign advertising: Believe it or not

Citation

O'Cass, AG, Political campaign advertising: Believe it or not, Journal of Nonprofit and Public Sector Marketing, 14, (1) pp. 205-246. ISSN 1049-5142 (2005) [Refereed Article]

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The definitive published version is available online at: http://www.tandf.co.uk/journals

Official URL: http://www.informaworld.com/smpp/content~db=all~co...

DOI: doi:10.1300/J054v14n01_12

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.

Item Details

Item Type:Refereed Article
Keywords:Voter behaviour; political marketing; election campaigns
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Measurement
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:O'Cass, AG (Professor Aron O'Cass)
ID Code:68156
Year Published:2005
Deposited By:Management
Deposited On:2011-03-09
Last Modified:2012-03-01
Downloads:4 View Download Statistics

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