Johnson, Dennis W. (2012). ‘Campaigning in the twenty-first century: change and continuity in American political marketing'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 205–17.

Positive, against a candidate/party

• NZ Green Party ads with voters making the case for voting Greens in the NZ 2014 election - That’s why I’m voting Green http://www.reasons.greens.org.nz/watch-the-ad/ 

Negative, against a candidate/party

• Voters marketing against trump – very personal and emotional - http://dedicateyournotrumpvote.blogspot.co.nz/?zx=8709a8398902f2aa&m=1
• Harper Man - https://youtu.be/Ei50lM6ab1c Harperman, a Protest Song Published on Jun 22, 2015