Kerry Ads Reflect Rising Confidence

AD: Best Prepared

TARGET AUDIENCE: New Hampshire

PRODUCER: Riverfront Media, Inc.

START DATE: Jan. 21, 2004

POLITICAL EFFECTIVENESS RATING: 3.5 stars (out of four)

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ANALYSIS: This is a solid spot. The "experienced fighter" theme works for Kerry, along with a strong message of electability. As Kerry's message has come into focus, his ads have greatly improved, which is reflected in rising voter appeal and poll numbers.