Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nürnberg, Germany. She was a visiting scholar at the University of Minnesota in Minneapolis, a Research Fellow at the Shorenstein Center, Harvard University and a guest researcher at the University of Gothenburg, Sweden. She is presently the Chair of the Political Communication Research Section of IAMCR. Her research interests are political communication, media systems and media policy. Marion R. Just is Professor of Political Science at Wellesley College and an Associate of the Shorenstein Center on Media, Politics and Public Policy at Harvard’s Kennedy School of Government. Her research in political science focuses on elections, politics and the media. She has published several co-authored books and articles in professional journals.

'Holtz-Bacha and Just have compiled a comprehensive handbook on political advertising in many countries around the world. It has first-rate writers who concisely and effectively convey the latest in ad messaging and impact. If you want to know what works and why, this is the book for you. Both practitioners and researchers will benefit from this handbook.' - Darrell West, Vice President and Director - Governance Studies and Founding Director - Center for Technology Innovation, Brookings Institute, USA

• Table of ContentsList of TablesList of FiguresContributorsPart I: General PerspectivesChapter 1: Ample opportunities – mostly regulated. Political advertising across the world. Christina Holtz-BachaChapter 2: Modern Political Advertising and PersuasionSteve Jarding, Steve Bouchard & Justin HartleyChapter 3: Methodological ApproachesMichael W. Kearney & Mary C. BanwartChapter 4: Gender and Political Advertising: Content and EffectsDianne BystromChapter 5: Negative advertisingTodd L. BeltChapter 6: The Effects of Political AdvertisingTravis N. Ridout & Jenny L. HollandPart II: Airtime With No Charge For Electoral Advertising Chapter 7: Political Advertising in ArgentinaMartín D’AlessandroChapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free AirtimeAlessandra Aldé & Felipe BorbaChapter 9: Political Advertising in Chile: State of play in a period of changesAlberto Pedro López-Hermida RussoChapter 10: The Role of Political Advertising in the Czech RepublicJan Jirák & Anna MatuškováChapter 11: Political advertising in France: the story and effects of a slow liberalizationAlexandre Borrell & Jamil DakhliaChapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in HungaryJolán RókaChapter 13: Political advertising in Italy

Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nürnberg, Germany. She was a visiting scholar at the University of Minnesota in Minneapolis, a Research Fellow at the Shorenstein Center, Harvard University and a guest researcher at the University of Gothenburg, Sweden. She is presently the Chair of the Political Communication Research Section of IAMCR. Her research interests are political communication, media systems and media policy. Marion R. Just is Professor of Political Science at Wellesley College and an Associate of the Shorenstein Center on Media, Politics and Public Policy at Harvard’s Kennedy School of Government. Her research in political science focuses on elections, politics and the media. She has published several co-authored books and articles in professional journals.

'Holtz-Bacha and Just have compiled a comprehensive handbook on political advertising in many countries around the world. It has first-rate writers who concisely and effectively convey the latest in ad messaging and impact. If you want to know what works and why, this is the book for you. Both practitioners and researchers will benefit from this handbook.' - Darrell West, Vice President and Director - Governance Studies and Founding Director - Center for Technology Innovation, Brookings Institute, USA

• Table of ContentsList of TablesList of FiguresContributorsPart I: General PerspectivesChapter 1: Ample opportunities – mostly regulated. Political advertising across the world. Christina Holtz-BachaChapter 2: Modern Political Advertising and PersuasionSteve Jarding, Steve Bouchard & Justin HartleyChapter 3: Methodological ApproachesMichael W. Kearney & Mary C. BanwartChapter 4: Gender and Political Advertising: Content and EffectsDianne BystromChapter 5: Negative advertisingTodd L. BeltChapter 6: The Effects of Political AdvertisingTravis N. Ridout & Jenny L. HollandPart II: Airtime With No Charge For Electoral Advertising Chapter 7: Political Advertising in ArgentinaMartín D’AlessandroChapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free AirtimeAlessandra Aldé & Felipe BorbaChapter 9: Political Advertising in Chile: State of play in a period of changesAlberto Pedro López-Hermida RussoChapter 10: The Role of Political Advertising in the Czech RepublicJan Jirák & Anna MatuškováChapter 11: Political advertising in France: the story and effects of a slow liberalizationAlexandre Borrell & Jamil DakhliaChapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in HungaryJolán RókaChapter 13: Political advertising in Italy

Christina Holtz-Bacha is Professor of Communication at Friedrich-Alexander University Erlangen-Nürnberg, Germany. She was a visiting scholar at the University of Minnesota in Minneapolis, a Research Fellow at the Shorenstein Center, Harvard University and a guest researcher at the University of Gothenburg, Sweden. She is presently the Chair of the Political Communication Research Section of IAMCR. Her research interests are political communication, media systems and media policy. Marion R. Just is Professor of Political Science at Wellesley College and an Associate of the Shorenstein Center on Media, Politics and Public Policy at Harvard’s Kennedy School of Government. Her research in political science focuses on elections, politics and the media. She has published several co-authored books and articles in professional journals.

'Holtz-Bacha and Just have compiled a comprehensive handbook on political advertising in many countries around the world. It has first-rate writers who concisely and effectively convey the latest in ad messaging and impact. If you want to know what works and why, this is the book for you. Both practitioners and researchers will benefit from this handbook.' - Darrell West, Vice President and Director - Governance Studies and Founding Director - Center for Technology Innovation, Brookings Institute, USA

• Table of ContentsList of TablesList of FiguresContributorsPart I: General PerspectivesChapter 1: Ample opportunities – mostly regulated. Political advertising across the world. Christina Holtz-BachaChapter 2: Modern Political Advertising and PersuasionSteve Jarding, Steve Bouchard & Justin HartleyChapter 3: Methodological ApproachesMichael W. Kearney & Mary C. BanwartChapter 4: Gender and Political Advertising: Content and EffectsDianne BystromChapter 5: Negative advertisingTodd L. BeltChapter 6: The Effects of Political AdvertisingTravis N. Ridout & Jenny L. HollandPart II: Airtime With No Charge For Electoral Advertising Chapter 7: Political Advertising in ArgentinaMartín D’AlessandroChapter 8: Prime Time Electoral Propaganda: the Brazilian Model of Free AirtimeAlessandra Aldé & Felipe BorbaChapter 9: Political Advertising in Chile: State of play in a period of changesAlberto Pedro López-Hermida RussoChapter 10: The Role of Political Advertising in the Czech RepublicJan Jirák & Anna MatuškováChapter 11: Political advertising in France: the story and effects of a slow liberalizationAlexandre Borrell & Jamil DakhliaChapter 12: Does Political Advertising still have an impact on the Outcome of Election Campaigns? Political Advertising in HungaryJolán RókaChapter 13: Political advertising in Italy