1. Media Coverage in 2008

2. Clearly Stated Learning Objectives Examine the 2008 Election in the broader context of American electoral history Identify and describe the formal and informal institutions involved in the electoral process at the Presidential level

3. The Media Strategy Getting the Message Out – Paid Advertisements – Free Press You campaign for votes and you campaign for media by getting free coverage Avoid cannibalizing

4. Getting Free Press Having your message get covered by the media You can reach a wide audience and It is not costing you money This is fully mediated

5. Maximizing Free Coverage Create a package Convey a winning message Shape an Image

6. Maximizing Free Coverage Don’t Say too Much Repeat the Few Basic Points Bad Press is Bad Press

7. Political Advertising Unmediated Protected by First Amendment Why So Popular?

8. Targeting Ads and their Effect Uncommitted voters vs Partisans When are they Most Effective Who is most swayed?

9. Candidate Credibility We have to trust the messenger Issue Ownership – http://wiscadproject.wisc.edu/historic- ads/not_on_welfare_3389.rm http://wiscadproject.wisc.edu/historic- ads/not_on_welfare_3389.rm Try to focus on your best issue

10. Getting More Votes Delivering a positive message about your candidate – http://wiscadproject.wisc.edu/historic- ads/i_have_done_my_best_3300kb.rm http://wiscadproject.wisc.edu/historic- ads/i_have_done_my_best_3300kb.rm Deliver a negative message about the opposition – http://wiscadproject.wisc.edu/historic- ads/daisy_girl_3189kb.rm http://wiscadproject.wisc.edu/historic- ads/daisy_girl_3189kb.rm

11. Types of Ads Biographical – http://www.livingroomcandidate.org/commercials/2004/heart http://www.livingroomcandidate.org/commercials/2004/heart – http://www.livingroomcandidate.org/commercials/1988/familychildren http://www.livingroomcandidate.org/commercials/1988/familychildren – http://www.livingroomcandidate.org/commercials/2008/country-i-love http://www.livingroomcandidate.org/commercials/2008/country-i-love Issue Ads – http://www.livingroomcandidate.org/commercials/1984/bear http://www.livingroomcandidate.org/commercials/1984/bear Ads are a sign of viability

12. Attack Ads The Norm Rather than the Exception The Lessons of 1988 – http://www.livingroomcandidate.org/commercials/1988/revolving-door http://www.livingroomcandidate.org/commercials/1988/revolving-door – http://www.livingroomcandidate.org/commercials/1988/willie-horton http://www.livingroomcandidate.org/commercials/1988/willie-horton

13. The Effect of Attack ads on voters Some voters become disenchanted and disaffected Your Base Loves them!

14. How Effective are these If they didn’t work, candidates wouldn’t run them The basic strategies – http://www.youtube.com/watch?v=7yr7odFUARg&feature=related http://www.youtube.com/watch?v=7yr7odFUARg&feature=related – http://wiscadproject.wisc.edu/historic-ads/school_1667kb.rm http://wiscadproject.wisc.edu/historic-ads/school_1667kb.rm

15. Why They Work and Who uses them more We don’t trust politicians They are more memorable Challengers and vulnerable incumbents

16. How To Deal with them Defend the Charges – Kerry Flip-Flopping on the issuesFlip-Flopping – The Kerry RebuttalRebuttal Counterattack on the same issue or up the ante Attack the Credibility of your opponent

17. How not to deal with them Do Nothing – Swiftboats Swiftboats – Kerry’s rebuttal to swiftboats? If you get Punched in the nose, you must punch back

18. How the attack can backfire If you are seen as being too evil

19. Ads Can Backfire You do it too late to make a difference You bring a knife to a gun fight