Does candidates' advertising spending help winning?

Chun-Ping Chang and Chien-Chiang Lee ()

Journal of Economic Policy Reform, 2009, vol. 12, issue 3, 201-218

Abstract: This paper investigates the importance of political expenditures as the primary determinants of vote shares for the Taiwan 2004 legislator campaigns with multi‐member districts. Our main findings are as follows. First, advertising spending, candidates in the same party as the mayor, the education level of voters and the degree of race competition had a strong effect on the candidates' vote shares but not on economic performance. Second, the advertising spending of both incumbents and challengers had a significant effect on vote shares, but the effects were greater for challengers than for incumbents. Third, the two major political camps, that is, the Pan‐Blue and Pan‐Green, showed that spending exerts a corresponding influence on vote shares. Fourth, we also discovered that the spending coefficients for the winners were larger than those for the losers. Finally, the logit model demonstrates the result of the impact of advertising expenditures on the predicted probability of winning the election.

Date: 2009
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DOI: 10.1080/17487870903105387

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