Title Page -- Copyright Page -- Dedication -- Table of Contents -- Acknowledgments -- 1 - Campaigning to a Changing American Electorate -- The Power of Televised Political Advertising -- Targeted Advertising Efforts -- The Argument -- Organization of the Book -- 2 - A Theory of Information-Based Advertising -- Defining Political Familiarity -- The Theory of Information-Based Advertising -- Why Use Ethnic Group Appeals? -- How Political Incorporation Mediates the Effects of Political Advertising -- Summary -- 3 - Campaigning to Ethnic and Racial Minorities in the U.S. -- Historical Efforts at Latino Outreach -- Latino Appeals in the 2000 and 2004 Presidential Campaigns -- Campaigning to Latinos in Statewide Races, 2000-2004 -- Spanish-Language Campaigns in House Races, 2000-2004 -- Summary -- 4 - Candidates' Advertising Strategies -- Testing the Theory of Information-Based Advertising -- Content Analysis -- Broadcasting the Advertisements -- Comparing Theories of Political Advertising -- Motivations for Advertising to Racial and Ethnic Minorities -- Summary -- 5 - Advertising Effects on the Latino Vote -- The Impact of Political Ads on Latino Vote Choice and Turnout -- Summary -- 6 - The Consequences of an Information-Based Advertising Strategy -- Latino Political Knowledge in the 2000 and 2004 Elections -- Comparing Latino Rates of Knowledge to Other Racial and Ethnic Groups -- Latinos as Issue Voters -- Summary -- 7 - The Future of Ethnically Targeted Campaigns -- Research Implications -- 8 - Epilogue: The 2008 Campaigns -- The Primary Elections -- The General Election -- Appendix A: Coding the Advertisements -- Appendix B: Constructing the Ad Exposure Variable -- Appendix C: Voter Learning and Vote-Choice Model Specification -- Notes -- References -- Index.