Describe how campaigns use the traditional media, the new media, and campaign ads. How effective is each type of media?

What will be an ideal response?

Answer: An ideal response will:
1. Discuss traditional media, which include content appearing in newspapers and magazines, as well as radio and television. Traditional media offer free coverage, which raises name recognition; however, the campaigns cannot control the content of these media.
2. Discuss new media, which include content that appears on the Internet, blogs, and social media sites. New media allow the campaign to respond rapidly to political events. These forms of media may be effective with politically engaged individuals but not with those who are not engaged.
3. Discuss the use of paid advertising by political campaigns. Ads allow campaigns to have complete control over their message and how the candidate is presented, but at a significant cost. Recently, the media have been scrutinizing the content of campaign ads and reporting what they find. This somewhat limits the ability of the campaign to present its message as it sees fit.