1. Rosser Reeves And The 1952 Eisenhower TV Spot Blitz.
- Author
-
Griese, Noel L.
- Subjects
POLITICAL advertising ,UNITED States presidential election, 1952 ,POLITICAL campaigns ,TELEVISION advertising ,MARKET saturation ,EFFECTIVE frequency of advertising ,GOVERNMENT policy ,PSYCHOLOGY - Abstract
The 1952 presidential campaign was the first in which TV spots were used by a White House hopeful. Rosser Reeves of Ted Bates and Company prepared the TV spot blitz for Gen. Dwight D. Eisenhower. The rival Democratic Volunteers for Stevenson organization tried to scuttle the proposed broadcast blitz by releasing a copy of the master plan for the TV campaign, charging that the Republican, planned to fill the airwaves with political soap suds and bubble gum and by asking the FCC to bar the campaign. The Republicans were undaunted. The spot blitz aired in the final weeks before the election. Saturation levels were attained in 11 states, and heavy to light schedules were aired in another 29 states. Scholarly studies of the effects of television on the outcome of the election by and large find that the TV spots had no effect on the landslide Eisenhower victory. [ABSTRACT FROM AUTHOR]
- Published
- 1975
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