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  • September–October 2020
  • Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...  View Details
Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
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