
Hal Malchow, Author of Reinventing Political Advertising
The Great Battlefield
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Shift from Candidate to Party Advertising
The chapter discusses the shift in focus from candidate advertising to party advertising in political campaigns. It highlights a significant decrease in ticket splitting among voters, indicating that the majority now choose parties over individual candidates. The chapter emphasizes the potential value of party advertising in influencing voter choices across the ballot and for an extended period of time.
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