Article
Areas of research in political advertising: a review and research agenda
Authors
Eric Van Steenburg
Publication
International Journal of Advertising
Abstract
Political advertising is an increasingly researched area. Yet the sundry natures of research findings to date demonstrate a body of work searching for direction and a unifying theory. A review of 129 published research articles specifically related to the use of advertising in the marketing of elections uncovered eight themes within this body of work, and helped identify gaps that led to six recommendations for areas of future research, in an effort to stimulate and guide future investigations of political advertising.
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This collection of Montana State authored publications is collected by the Library to highlight the achievements of Montana State researchers and more fully understand the research output of the University. They use a number of resources to pull together as complete a list as possible and understand that there may be publications that are missed. If you note the omission of a current publication or want to know more about the collection and display of this information email Leila Sterman.