Political ads aimed at the mass electorate served to bolster the morale and confidence of volunteer party workers during the 1970 Wisconsin gubernatorial campaign. Advertising also stimulated communication within the organization and provided a valuable source of information for persuasion activity. However, few campaign workers were recruited as a result of the ads.
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References
1.
BogartLeo. Strategy in Advertising.New York: Harcourt, Brace & World, 1967.
2.
BowenLawrence, AtkinCharles, SheinkopfKenneth, and NaymanOguz. “How Voters React to Electronic Political Advertising: An Investigation of the 1970 Election Campaigns in Wisconsin and Colorado,” paper presented at meetings of American Associations for Public Opinion Research, 1971.
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DunnS. Watson. Advertising: Its Role in Modern Marketing.New York: Holt, Rinehart and Winston, 1969.
