Chapter 05 Appendix
2. Political advertising is often directed at winning over so-called swing voters, whose votes
might go either way. Suppose that two political parties-the Freedom Party and the Liberty Party-
disagree on whether to build a new road. Polling shows that of 1,000 total voters, 450 are firmly
for the new road and 450 are firmly against the new road. Thus, each party will try to win over a
majority of the 100 remaining swing voters. LO3
a. Suppose that each party spends $5,000 on untargeted TV, radio, and newspaper ads that are
equally likely to reach any and all voters. How much per voter will be spent by both parties
combined?
b. Suppose that, instead, each party could direct all of its spending towards just the swing voters
by using targeted ads that exploit Internet social media. If all of the two parties’ combined
spending was targeted at just swing voters, how much would be spent per swing voter?
c. Suppose that only the Freedom Party know how to target voters using social media. How
much per swing voter will it be spending? If at the same time the Liberty Party is still using
only untargeted TV, radio, and newspaper ads, what portion of its total spending is likely to
be reaching the 100 swing voters? How much per swing voter does that portion amount to?
d. Looking at your answers to part c, how much more per swing voter will the Freedom Party be
spending than the Liberty Party? If spending per swing voter influences elections, which
party is more likely to win?
Answer:
a. The two parties combined will spend $10,000 (=$5,000+$5,000). That amounts to
b. If all advertising could be targeted at just the swing voters, the parties would spend
c. Thanks to knowing how to target just swing voters, the Freedom Party will spend $50
d. The Freedom Party will be spending about $45 more per swing voter (=$50 per
5A-6
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