... this is an accessible and comprehensive presentationof important patterns in presidential campaign advertising across the past quarter century. Political Science Quarterly This book presents the clearest understanding currently in print regarding not only the distinguishing characteristics between the television ads of presidential incumbents and their challengers but also defines and analyzes the major differences between the advertising of three 'kinds' of incumbents: the strong, the weak, and the surrogates. -- Judith S. Trent, University of Cincinnati
