Said another: "Everyone said they hated [negative advertising]. But it worked! It's here to stay." Drawing a parallel to retail realm rebates, one respondent noted: "Although very few would like to admit it, negative ads [when done well] work very effectively. It's kind of like rebates-consumers hate them, but they react to them and buy more than a price reduction for the same amount."
Most Fax Poll respondents didn't see any kind of restriction on political advertising in the cards, despite a general discomfort with the heightened degree of negative political advertising alive in the land. Said one: "Can we legislate sleaze out of the campaigns? It's doubtful without a lot of First Amendment hollering."
Was negative advertising the deciding factor in any '94 races?
Yes: 64% No: 21% Not sure: 15%
Will negative advertising increase in the '96 campaign?
Yes: 79% No: 15% Don't know: 6%
Will President Clinton be vulnerable to negative advertising?
Yes: 100% No: 0%