Estimating the Success of Political Communication Strategies

The Case of Political Poster Impact in a Belgian Election

Bibliographic Data

ID11487342
AuthorsJan Van Den Bulck (0000-0003-0885-0854, corresponding author)
Year1993
Volume8
Issue4
Pages471-489
Publication date1993-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueEuropean Journal of Communication (JOURNAL)
Journal identifiersISSN: 0267-3231 • E-ISSN: 1460-3705
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/0267323193008004004
OpenAlexW2171085967
LanguageEN
Citations received3
References cited17

This article discusses some of the problems of measuring political advertising effectiveness. It is argued that research about effects of political communication seems to lead to conclusions which are less easily contested if measurements are limited to cognitive effects, for which the term `impact' is used. Political campaign posters are used as a research tool to measure the impact of campaigning strategies. Aided and unaided recall techniques are used to test different aspects of poster impact. It is argued that unaided recall provides a measure for the recollection of posters, while aided recall offers a test of the success of parties' positioning efforts. The article concludes with a discussion of some of the potential effects the impact of posters may have

Advertising · Business · Cognition · Cognitive psychology · Measure (data warehouse · Political communication · Political science · Politics · Public relations · Recall · Test (biology · Computer Science · Discourse Analysis in Language Studies · Law · Media Studies and Communication · Psychology · Social Media and Politics · Social Psychology

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