POLITICAL CAMPAIGNS AND MADISON AVENUE: A WAVERING PARTNERSHIP.

Many of the nation's most respected advertising agencies have become reluctant to accept political campaigns as clients. And political candidates increasingly are choosing independent political consultants to direct their media campaigns. This paper analyzes the history of these trends and reports the results of a nationwide survey of 99 advertising agencies. Among firms that had not handled political accounts in five years or that planned to reduce political campaign involvement, the major reasons cited for avoiding political accounts centered on concerns that they may interfere with business client relations while creating an intolerable workload without commensurate profitability. The potential implications of replacing advertising agencies with political consultants are discussed. [ABSTRACT FROM AUTHOR]