To win elections, there is a right way for political campaigns to spend their money, according to new research. The winning strategy calls for swaying undecided voters with mass media messages – television ads and untargeted digital ads in channels like Twitter – and hitting the ground with grassroots campaigns to mobilize a partisan base to go vote. Lingling Zhang, an assistant professor of marketing at the University of Maryland’s Robert H. Smith School of Business studied U.S. presidential campaigns for elections from 2004 through 2012. Read more...
31 Fearless Ideas: Women Leading Research, which features daily faculty spotlights and research topics, is part of the school’s celebration of Women’s History Month. Browse topics…
Advancing Smith: The Smith School presents Women Leading Research in partnership with ADVANCE, an initiative to transform the University of Maryland by investing in a culture of inclusive excellence. About ADVANCE…
Women's Month Activities: Daily faculty spotlights coincide with a range of activities from the Smith School’s Office of Diversity Initiatives. See the full lineup…
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About the University of Maryland's Robert H. Smith School of Business
The Robert H. Smith School of Business is an internationally recognized leader in management education and research. One of 12 colleges and schools at the University of Maryland, College Park, the Smith School offers undergraduate, full-time and flex MBA, executive MBA, online MBA, business master’s, PhD and executive education programs, as well as outreach services to the corporate community. The school offers its degree, custom and certification programs in learning locations in North America and Asia.