If you're seeing this message, it means we're having trouble loading external resources on our website. Show If you're behind a web filter, please make sure that the domains *.kastatic.org and *.kasandbox.org are unblocked. Abstract This article examines the relationship between campaign media expenditures and the saliency of attitudes about parties and candidates in the electorate using data from the 1978 National Election Study and the Traugott/Goldenberg study of campaign managers. A negative relationship is found between media spending and party saliency. In contrasts, a strong positive correlation is shown to exist between media expenditures and candidate saliency. These realtionships are found to be accentuated when the party organizations in the congressional district are weak and where political action committees contribute a large proportion of the total campaign expenses. Journal Information Since 1937, The Public Opinion Quarterly has been the leading interdisciplinary journal for practitioners and academicians studying the development and role of communication research, current public opinion, as well as the theories and methods underlying opinion research. Such methods include survey validity, questionnaire construction, interviewing and interviewers, sampling strategy, mode of administration, and analytic approaches. Each issue presents theoretical advances, along with tested applications throughout the social and behavioral sciences. Publisher Information Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. OUP is the world's largest university press with the widest global presence. It currently publishes more than 6,000 new publications a year, has offices in around fifty countries, and employs more than 5,500 people worldwide. It has become familiar to millions through a diverse publishing program that includes scholarly works in all academic disciplines, bibles, music, school and college textbooks, business books, dictionaries and reference books, and academic journals. Recommended textbook solutions
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