When it comes to political advertising, the more campaigns spend and the more knowledge voters have, the more negative the advertising according to a recent study coauthored by Mitchell J. Lovett, assistant professor of marketing at the Simon Graduate School of Business, University of Rochester, and Ron Shachar of Tel Aviv University and New York University. In their paper, "The Seeds of Negativity: Knowledge and Money," the co-authors studied more than 600 political campaigns and found that the more media coverage and ad spending on a campaign, the more negativity in the advertising. Competitiveness directly affects ad negativity, but when you account for knowledge about the candidates and campaign spending, the relationship goes away, Lovett says. When the economy started to decline, more consumer brands went negative in their advertising as well. Lovett speculates that when the going gets tough, the ads get tougher. For more on the study, click below.
No related posts.
If you enjoyed this article, subscribe to receive more great content just like it.
Charla Stevens Kucko is director of marketing and communications at the Simon Graduate School of Business, University of Rochester. Her primary responsibilities focus on promoting the Simon School, its top-ranked programs, faculty and distinctions to an international media audience, and editing all Simon School internal and external publications including Simon Business, the School’s alumni magazine.