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Understanding and Analyzing Effective Ad Design and Impact in the 2023 Alberta Provincial Election

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dc.contributor.authorEvan Menzies
dc.date.accessioned2025-05-01T01:48:59Z
dc.date.available2025-05-01T01:48:59Z
dc.date.issued2024-12-06
dc.descriptionPolitical parties in Canada invest heavily in advertising to influence voter behavior, yet the effectiveness of these ads remains challenging to quantify. The introduction of the Meta™ Ad Library in 2019 has provided new insights into ad spending and targeting strategies for researchers, offering data on ad impressions, audience size, and expenditure. This study examines the impact of political advertisements during the 2023 Alberta provincial election, focusing on the use of advertisements on the Meta™ Ad Library. My research in this project aims to evaluate the effectiveness of ad design and impact by analyzing data from the Meta™ Ad Library, specifically focusing on ad frequency, message repetition, framing, and design characteristics. The study applies principles from existing literature on ad effectiveness to assess the strategies employed by Alberta's New Democratic Party (NDP) and the United Conservative Party of Alberta (UCP) during the election period and what can be learned from it. Key findings indicate that ad frequency, emotional framing, and video utilization are significant factors in the likelihood of voter recall and quantifying successful ad performance. The study highlights the importance of message repetition and effective design elements, such as video length and text captions, in enhancing ad impact. The research concludes with recommendations for political advertisers to focus on these elements when designing future campaigns to maximize effectiveness and voter engagement.
dc.identifier.doihttps://doi.org/10.7939/r3-9x24-g173
dc.language.isoen
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/
dc.subjectmeta ad library
dc.subjectfacebook ad library
dc.subjectfacebook
dc.subjectpolitical advertising
dc.subjectad design
dc.subjectad impact
dc.subjectalberta election
dc.subjectpolitical campaigning
dc.subjectad frequency
dc.subjectmessage repetition
dc.subjectmessage framing
dc.subjectad design characteristics
dc.titleUnderstanding and Analyzing Effective Ad Design and Impact in the 2023 Alberta Provincial Election
dc.typehttp://purl.org/coar/resource_type/c_1843
ual.jupiterAccesshttp://terms.library.ualberta.ca/public

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