In this interactive session, Marketing professors Dr. Jennifer Hong and Dr. Mathew Isaac will describe the evolution of presidential advertising campaigns in the U.S. since the advent of television ads and explore the many trends and tactics of the 2024 presidential cycle. Relying on the latest academic research, they will also provide answers to common questions about political ads such as “are attack ads effective?” Finally, they will discuss what brands need to know when advertising in an election year, even those that are not taking a political stand.