On Bauer Business Focus — A conversation about the effects of negative advertising with Andrew Schneider, business reporter for KUHF 88.7 FM.
With the 2012 Presidential election nine months away, voters are already being bombarded with a stream of advertisements from both political parties.
Voters may notice that political ads seem to be more negative, according to Partha Krishnamurthy, professor of marketing at the C. T. Bauer College of Business.
“’Fireworks’ is the word that comes to mind when you think of advertising,” Krishnamurthy says. “Some statistics tell that almost 90 percent of the advertising by other the candidates is overwhelmingly negative, which means you’re going to see a whole bunch of negative advertising, and that’s going to alter the way the electorate responds.”
Advertising that focuses on the negative aspects of the opposition can be very effective, he adds.
“Every vote that I suppress is one vote for me, so what negative advertising does is suppresses voter turnout among the people who are sort of in between. Politics is a zero sum game, which means I can not only encourage people to vote for me, I can discourage people from voting for the other person.”
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