Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2012

Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2012 by West, Darrell M.. paperback edition. ISBN: 9781452239910.

Tracing the evolution of political advertising from 1952 through the 2012 elections, Darrell M. West returns with his much anticipated sixth edition of Air Wars. Integrating the latest data and key events from the 2012 campaigns, West provides in-depth examination and insight into how candidates plan and execute advertising campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. Taking into account technological advances, West now includes discussion of how campaigns are utilizing social media tools to reach audiences and to what effect.