The Conversation

'Mediscare' campaign shows the power of negative advertising

Author: David Waller, Senior Lecturer, School of Marketing, University of Technology Sydney

Medicare wasn't a major election issue at the start of the campaign.AAP/Mick Tsikas

Advertising can be a powerful tool for political parties, though it’s just one of several factors that can influence a voter’s behaviour at election time. Following the 2013 federal election, I wrote:

Generally, advertising does not appear to play a...

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