POLITICAL ADVERTISING

October 2004
		Since the end of the Democratic and Republican national conventions, both the Kerry and Bush campaigns have launched ads aimed at reaching voters in swing states and the remaining undecided voters. How does each campaign know what ad message will appeal to certain voters -- and whether or not these ads succeed in reaching the targeted groups? An expert answers your questions about campaign advertising.

Online NewsHour Special Reports: Media Watch Vote 2004: Ad Watch Forum Introduction How does an incumbent president's 'free' airtime impact his campaign's media strategy -- and that of his opponent? Is there any evidence to suggest negative ads are more effective than 'issue' ads in winning over voters -- especially the swing voters? How would you compare the advertising by Bush and Kerry in this election with the Bush and Clinton election of 1992? How can viewers learn to distinguish fact from fiction in political ads? Browse the NewsHour's media and politics coverage.	With Election Day drawing near, the Bush and Kerry campaigns are boosting ad spending and honing their media strategies to appeal to more American voters. Both campaigns have bought airtime in designated markets to broadcast advertisements featuring finely tuned messages intended to target certain groups. What is the overall theme in each of the candidates' media campaign? How does each campaign know whether an ad will successfully reach a certain demographic? Kathleen Hall Jamieson, director of the Annenberg Public Policy Center at the University of Pennsylvania, answers your questions about political advertising and the candidates' media strategies. Ken Goldstein, associate professor of political science and director of the Advertising Project at the University of Wisconsin, initially agreed to participate in the forum but did not respond by the deadline.