COM 280T:  Political Communication

Week 7:  Mass Media

I.                     Is the process of mass media advertising effective?  Various Ideas:

a.      Early idea:  Limited Effects (people are partisan)

b.      Voters seek info from ads

c.      Important for late-deciding voters

d.      3% rule

II.                   Schools of Media Consulting

a.      Informational

b.      Emotional

c.      Dove-tailing

d.      (See different types of ads handout)