期刊
JOURNAL OF POLITICAL MARKETING
卷 10, 期 4, 页码 303-327出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/15377857.2011.614548
关键词
campaigns; integrated marketing communications; Latinos; mobilization; Spanish language television advertisements; television advertisements
Campaigns are not national, monolithic, one-size-fits-all events, but instead can be viewed as separate, segmented attempts to engage different groups of voters. This paper explores the effectiveness of different types of mobilization strategies among one group of voters, Latinos. Drawing from an integrated marketing communications framework, we argue that both direct contact and indirect contact should be effective in mobilizing Latinos, with the former having a stronger effect. In addition, we argue that targeted strategies should be more effective than general strategies among this segment of the population. We find support for these hypotheses using data fromthe 2000 TRPI survey and CMAG data.
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