Political Advertising in the United States

Political Advertising in the United States examines the volume, distribution, content, and effects of political advertising in congressional and presidential elections. Backed by a wealth of data, the authors illuminate how political advertising is developed in campaigns, including how ads are targeted, designed, tested, and purchased. They also consider how campaign finance regulations have impacted ad spending, the rise of dark money and changes in public opinion on political ads. This new edition has an expanded focus on digital and social media, digital advertising data and the use of AI tools in the creation, testing, delivery, and measurement of effectiveness of political ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars, and practitioners who want to understand the ins and outs of political advertising.