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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 research methodology |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS 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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