What I think are the five most important factors in a successful ad campaign and why I think those factors and not others are the most important ones.

1: Ted Brader “Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing to Emotions American Journal of Political Science, Vol. 49, No. 2, April 2005, Pp. 388–405
2: Travis N. Ridout , Michael Franz , Kenneth M. Goldstein & William J. Feltus “Separation by Television Program: Understanding the Targeting of Political Advertising in Presidential Elections,” Political Communication, 29:1, 1-23, 2012
3: Gerber, Alan S., James G. Gimpel, Donald P. Green, Daron R. Shaw, “How Large and Long-lasting Are the Persuasive Effects of Televised Campaign Ads? Results from a Randomized Field Experiment,” American Political Science Review Vol. 105, No. 1 February 2011
4: Faucheux, Ron, “Art of the Attack Ad,” Campaigns and Elections; Oct 2001; 22, 8;
5: Lau, Richard R. and Ivy Brown Rovner, “Negative Campaigning,” Annual Review of Political Science 2009. 12:285–306.
6: Freedman, P., W. Wood, D. Lawton, R. Faucheux, “Do’s and Dont’s of Negative Ads: What Voters Say,” Campaigns and Elections; Oct/Nov 1999; 20, 9.
7: Anonymous, “The Art of Buying Time,” Campaigns & Elections; Jun 2010; 31, 6

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