While many may dread campaign season because of the bad energy associated with negative political advertising, a new study has found that such ads actually work.

Negative advertising in politics works, but it’s more effective if the advertising comes directly from a candidate or candidate’s campaign. That’s according to “A Border Strategy Analysis of Ad Source and Message Tone in Senatorial Campaigns,” to be published in the June edition of Informs journal Marketing Science. 

Negative advertising from political action committees (PAC) is less effective by comparison. Positive political advertising also is less effective.

Continue Reading>>