Question 1

Issue advertising tends to increase with the availability of
A) hard money.
B) soft money.
C) soft money raised at the state and local levels.
D) money raised by the national party committees.

Accepted Answer

Issue advertising tends to increase with the availability of soft money, as it is not subject to the same strict regulations as hard money, allowing for greater flexibility in how it is spent on political communication.

Question 2

From the perspective of a candidate, the late-night entertainment show (e.g., Late Night with David Letterman) is an attractive venue because
A) the audience consists disproportionately of regular voters.
B) the late-night shows set the agenda for the next day's morning news.
C) the hosts are unlikely to ask tough, probing questions.
D) their appearances provide vivid footage for the ad campaign.

Accepted Answer

Late-night entertainment shows are attractive to candidates because the hosts typically focus on humor and entertainment rather than asking tough, probing questions, allowing candidates to present themselves in a more relaxed and controlled manner.

Question 3

The "in person" rule is thought to have which of the following effects?
A) It makes campaign ads more civil.
B) It makes campaign ads more substantive.
C) It makes candidates more accountable for their advertising.
D) All of these are correct.

Accepted Answer

The "in person" rule, which requires candidates to appear in their campaign ads and declare that they approve the message, has all of the mentioned effects. By appearing in their ads, candidates may be more civil and substantive knowing that they will be held accountable for the messages they approve.

Question 4

"They Keep Coming" is an example of which genre of campaign advertising?
A) wedge issues
B) character assassination
C) image advertising
D) sequencing

Accepted Answer

"They Keep Coming" typically refers to a type of campaign advertising that focuses on wedge issues, which are controversial or divisive topics used to split voters or create tension between different groups.

Question 5

The scheduling of the 2004 Republican National Convention illustrates which maxim of campaign strategy?
A) going negative
B) riding the wave
C) rapid response
D) the expectations game

Accepted Answer

The 2004 Republican National Convention was scheduled late in the summer to build momentum (or "ride the wave") into the fall election season, illustrating the campaign strategy of capitalizing on positive developments and public sentiment leading up to an election.

Question 6

One of the implications of issue ownership is that candidates should
A) use only positive messages.
B) rely solely on character attacks.
C) use messages that confirm party or candidate stereotypes.
D) None of these are correct.

Accepted Answer

Issue ownership suggests that voters associate certain issues with certain political parties or candidates, therefore it is beneficial for candidates to use messages that confirm these stereotypes in order to appeal to their base. It is not necessary or recommended to use only positive messages or rely solely on character attacks.

Question 7

So-called 527 groups attempt to influence the outcome of elections by engaging in which of the following activities?
A) sponsoring candidate debates
B) running TV ads supporting a candidate
C) monitoring news coverage of the campaign for evidence of partisan bias
D) donating money to political parties

Accepted Answer

527 groups are tax-exempt organizations that attempt to influence elections by running issue advocacy ads that support or attack a particular candidate without expressly advocating for their election or defeat. They are not allowed to coordinate their activities with candidates or political parties.

Question 8

The main objective of the "Swift Boat" ad campaign was to
A) buy enough advertising time to persuade undecided voters that John Kerry was dishonest.
B) attract news coverage about Kerry's service in Vietnam.
C) coordinate the Swift Boat Veterans' message with the Bush campaign.
D) None of these are correct.

Accepted Answer

The "Swift Boat" ad campaign aimed to attract news coverage about John Kerry's service in Vietnam, thereby influencing public perception and discussion about his military record during the 2004 presidential campaign.

Question 9

Which of the following would most likely be a successful example of issue ownership?
A) a female candidate campaigning for tougher immigration laws
B) a Republican candidate campaigning for an increase in the minimum wage
C) a female candidate campaigning for stricter laws against sexual harassment
D) a Republican candidate campaigning for a modest middle-class tax increase

Accepted Answer

Issue ownership is when a political party or candidate becomes associated with a particular issue in the minds of the voters. The candidate who campaigns for stricter laws against sexual harassment, especially if she is a woman, would most likely be seen as more credible and sincere in addressing the issue, and thus more likely to gain the support of the voters who care about this issue. Additionally, this issue has become more prominent in recent years, especially in the wake of the #MeToo movement, making it a relevant and salient issue for many voters.

Question 10

Direct mail as an alternative to television advertising is most likely to come into play
A) when candidates cannot afford to purchase TV ads.
B) in down-ballot races.
C) in media markets that encompass multiple political contests.
D) All of these are correct.

Accepted Answer

Direct mail is a cost-effective alternative to television advertising, making it a popular choice when candidates cannot afford TV ads, especially in down-ballot races where budgets are limited. Additionally, direct mail can effectively target specific demographics in media markets that encompass multiple political contests. Therefore, all of the given options are correct.

Question 11

Which of the following is most important to presidential campaigns?
A) paid advertising by the candidates themselves
B) paid advertising by third-party groups not officially under the candidates' control
C) news coverage of the campaign by major news outlets
D) live coverage of presidential debates

Accepted Answer

While all of the options listed can be important to presidential campaigns, news coverage by major news outlets is typically the most important. This is because news coverage can reach a wide audience and can shape public opinion about the candidates, their policies, and their overall campaigns. Paid advertising can also be influential, but it is generally more expensive and may not have the same credibility as news coverage. Live coverage of debates can also be important, but the impact may be limited to those who actually watch the debates. Third-party advertising can be important but is not necessarily under the candidate's control and is subject to different regulations.

Question 12

A comparison of the 1994 and 2010 races for Governor of California suggests that
A) wedge appeals on immigration were just as effective in 2010 as they were in 1994.
B) as the number of Latinos who vote increases, candidates are being discouraged from using explicit wedge appeals.
C) Democrats and Republicans have become equally harsh on the issue of illegal immigration.
D) female candidates are unable to position themselves as tough on immigration.

Accepted Answer

The comparison suggests that as the number of Latinos who vote increases, candidates are being discouraged from using explicit wedge appeals. In 1994, Pete Wilson used anti-immigration rhetoric to win the election, but in 2010, both candidates tried to appeal to Latino voters instead of using wedge appeals. This shows that candidates are aware of the increasing influence of Latino voters and are adjusting their campaign strategies accordingly.

Question 13

Which of the following was a frequent criticism of the Kerry campaign strategy in 2004?
A) They failed to rebut the Swift Boat ads.
B) They spent too much time on issues of national security and not enough on the economy.
C) They failed to connect Kerry's biography with the issues confronting the nation.
D) They failed to select a running mate who could deliver a single state.

Accepted Answer

The Kerry campaign strategy was criticized for not effectively responding to the Swift Boat campaign, which attacked Kerry's military service and portrayed him as unfit for office.

Question 14

A key distinction between campaign ads and product ads is that
A) campaign ads try to develop a positive attachment to the candidate.
B) campaign ads try to provide a rationale for detaching a voter from a candidate.
C) campaign ads do not provide accurate information.
D) campaign ads tend not to be responsive to an opponent's previously run ads.

Accepted Answer

The answer of A key distinction between campaign ads and...

Question 15

"Texas ranked 49th out of 50 states on education performance" is an example of which genre of negative advertising?
A) performance critique
B) the flip-flop script
C) character assassination
D) riding the wave

Accepted Answer

This statement is a clear example of performance critique, as it is criticizing Texas's education performance compared to other states.

Question 16

Issue ownership refers to which of the following?
A) the credibility a candidate derives from constantly attacking his/her opponent on a particular issue
B) the reputation an incumbent gains for being able to handle an issue when he/she proposes a policy in that arena
C) the perception that a candidate owns an issue when his/her voting and/or veto record on it is consistent
D) the advantage a party holds in relation to its reputation for being able to handle a particular issue

Accepted Answer

Issue ownership refers to the advantage or reputation a political party holds for being competent or authoritative on a particular issue, influencing public perception and potentially voter behavior.

Quiz 5: Campaigning Through the Media

Issue advertising tends to increase with the availability of

From the perspective of a candidate, the late-night entertainment show (e.g., Late Night with David Letterman) is an attractive venue because

The "in person" rule is thought to have which of the following effects?

"They Keep Coming" is an example of which genre of campaign advertising?

The scheduling of the 2004 Republican National Convention illustrates which maxim of campaign strategy?

One of the implications of issue ownership is that candidates should

So-called 527 groups attempt to influence the outcome of elections by engaging in which of the following activities?

The main objective of the "Swift Boat" ad campaign was to

Which of the following would most likely be a successful example of issue ownership?

Direct mail as an alternative to television advertising is most likely to come into play

Which of the following is most important to presidential campaigns?

A comparison of the 1994 and 2010 races for Governor of California suggests that

Which of the following was a frequent criticism of the Kerry campaign strategy in 2004?

A key distinction between campaign ads and product ads is that

"Texas ranked 49th out of 50 states on education performance" is an example of which genre of negative advertising?

Issue ownership refers to which of the following?