Advertising Message Strategy in U.S. Congressional Campaigns: Its Impact on Election Outcome

Abstract

Abstract A survey of Congressional candidates showed that advertising message strategies such as relative emphasis on issues, personal qualities, and opponent's characteristics, exhibit significant differences across three types of campaigns: incumbent, challenger, and open. Results also document that message strategies are related to election outcome and, even when controlling for campaign type, have a direct effect on the percentage of votes a candidate receives. Lower vote percentages were observed in those campaigns which emphasized negative and issues-oriented advertising appeals.