Marland, Alex (2003). ‘Marketing political soap: a political marketing view of selling s like soap, of electioneering as a ritual, and of electoral military analogies’. Journal of Public Affairs, 3(2): 103–115.

Vaccari, Cristian, and Marco Morini. (2014). "The Power of Smears in Two American Presidential Campaigns." Journal of Political Marketing no. 13 (1/2):19-45.

Negative attack ads

Attack from Canadian Conservatives on Justin Trudeau -

• Pre-emptive attack - Justin Trudeau — Judgement — He's in way over his head https://www.youtube.com/watch?v=1qKps7uG6eM Canadian Conservatives. Published on Apr 15, 2013 Justin Trudeau may have a famous last name, but in a time of global economic uncertainty, he doesn't have the judgement or experience to be Prime Minister. 'Like' and 'Share' our new ad if you agree! 
• Interview assessments - Attack on Trudeau – part 1. May 25 2015 https://www.youtube.com/watch?v=uKnslymEWPw - Attack on Trudeau – part 2. May 25 2015 https://www.youtube.com/watch?v=dFzYIthU8mIS  - See also discussion on http://www.nationalpost.com/m/wp/blog.html?b=news.nationalpost.com//news/canada/canadian-politics/new-tory-attack-ad-targets-liberal-leader-despite-poll-showing-ndp-ahead

Other examples

• Guerrilla attack – John Kerry swift boat attacks http://www.youtube.com/watch?v=pbdzMLk9wHQ (30 secs)
• See example of an attack memo at http://freebeacon.com/politics/david-brock-memo-attack-trump/ ‘Read the Confidential David Brock Memo Outlining Plans to Attack Trump’ - Memo was handed out to big money liberal donors at posh Florida retreat
• Clinton campaign game to attack trump - ‘A new tool from the Clinton campaign pits Clinton against Trump throughout their lives’ - https://static.businessinsider.com/image/57fe5cc68109eeff008b5438/image.jpg?_ga=1.225616210.992136556.1487551577 a website from Clinton’s camp takes the two candidates’ personal histories and compared them across the past 50-plus years.
• Canadian Liberal Party Justin Trudeau criticised opponent Stephen Harper - ‘Escalator: Harder to get ahead’ https://www.youtube.com/watch?v=CdFxaKNd6xc&feature=youtu.be September 1 2015 – effective way of conveying approach

Amusing attack ads

• Another attack but using humour – Greens UK 2015 – see http://metro.co.uk/2015/04/08/the-green-party-might-have-just-made-the-funniest-campaign-video-ever-5140734/
• ‘How the Republicans Steal Progress | The Briefing’ December 2015 http://m.youtube.com/watch?v=iVhvZMi0dUw&sns=fb

• NZ National 2017 - Let’s tax this ad September 14 2017 https://www.youtube.com/watch?v=s9pmXtG2jr8

Defensive ad in response to attacks

• Defensive ad – Canadian Liberals Justin Trudeau ‘Ready’ https://www.youtube.com/watch?v=UbI985_oN-k [30 secs]