Air wars : television advertising in election campaigns, 1952-2008 - West, Darrell M., 1954- (Washington, D.C. : CQ Press, 2010)
Overview of ads -- Buying air time -- Ad messages -- Media coverage of ads -- Learning about the candidates -- Setting the agenda -- Priming and defusing -- Playing the blame game -- Ads in congressional elections -- Advertising and democratic elections.
Includes bibliographical references and index.
Keywords: Advertising, Political -- United States; Television in politics -- United States; Political campaigns -- United States; United States -- Politics and government -- 1945-1989.; United States -- Politics and government -- 1989-