Allocating Campaign Resources Across States and Media Markets

in The Race to 270

Published by University of Chicago Press

Published in print November 2006 | ISBN: 9780226751337
Published online March 2013 | e-ISBN: 9780226751368 | DOI:
Allocating Campaign Resources Across States and Media Markets

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This chapter focuses on the allocation of television advertising and candidate appearances. The fundamental premise is that descriptions of the distribution of the volume of campaigning are useful, in fact vital, to assessing campaign strategies and their influence on voters' preferences. The most striking feature of this analysis is the availability of detailed data on (1) the presidential (and vice presidential) candidates' campaign appearances; and (2) the candidates' (and parties') television advertising expenditures. Both statewide appearance and TV ad data are charted on a weekly basis from Labor Day to Election Day in 2000 and 2004, numbers that are also presented by media markets, arguably the most appropriate unit of analysis, over the same time period. In describing the allocation of these resources by the Republican and Democratic campaigns, the chapter notes the significant overall edge in party and candidate resources brought to bear by the Republicans. Several hypotheses about overall and over-time variations in resource allocations are also tested, revealing strategic gambles by the campaigns that may have affected the election outcomes.

Keywords: television advertising; candidate appearances; presidential candidates; presidential campaigns; advertising expenditures; Republicans; Democrats

Chapter.  13893 words.  Illustrated.

Subjects: US Politics

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