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The Marketing of political platforms

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The literature on political campaigns has thus far mainly focused on the positioning of parties. Little work has been done on how parties communicate their platform to the electorate. Yet, with the proliferation and fragmentation of the media outlets, ``getting the message out'' has become increasingly important and expensive. In a model in which parties must divide their budget between ``creative costs'' (the costs of designing the political message) and ``media costs'' (costs of distributing the message), the authors examine how respective budget levels affect parties' advertising strategies during a political campaign, and how these affect their respective loci of electoral support. They use these results to investigate how the political landscape is affected by campaign spending limits.

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