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PDFOpen Access (License Unspecified), Open Access
Thesis
Reaching Voters with Television Advertising: Conquering Changing Trends and Politics
Master of Science (M.S.), Drexel University
Jun 2020
DOI:
https://doi.org/10.17918/00000243
Abstract
Political advertising stands out as a unique advertising category in the television industry, and with their significance comes an additional layer of complexity. Therefore, the researcher analyzed industry trends and how these complexities are being addressed. The research questions focus on media consumption behaviors due to the changes in how audiences view television, the current political advertising environment, and strategies to reaching voters with television advertising. The analysis was conducted using qualitative methodologies: a participant observer case study and in depth expert panel interviews. The research examined industry professionals with substantive experience in the political advertising sector with over 30 years combined experience in the industry and from the perspective of a political advertising sales division within a leading advertising sales and technology company.
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Details
- Title
- Reaching Voters with Television Advertising
- Creators
- Hila Arbell
- Contributors
- Albert S. Tedesco (Advisor)Helen Claire Cowart (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- v, 97 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991014695540404721