While many may dread campaign season because of pervasiveness of negative political advertising, a new study has found that negative political advertising actually works, but perhaps not in the way that many may assume.
The study "A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns," which will be published in the June edition of INFORMS journal Marketing Science, is co-authored by Yanwen Wang of the University of British Columbia in Vancouver; Michael Lewis of Emory University in Atlanta; and David A. Schweidel of Georgetown University in Washington, D.C.
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Ashley Kilgore
Manager, Public Relations
INFORMS
Catonsville MD
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