Using what is likely the most comprehensive poster database for state elections between 1998 and 2013, Christina Rauh demonstrates that campaign contexts, such as rising unemployment, have a measurable impact on the choice of campaign strategy. The book provides extensive insights into the themes and patterns of positive and negative poster advertising from 264 campaigns across 58 German elections. It also outlines ways to align future campaign research more closely with theories of rational voter calculations. From this, a model of rational campaign management can be derived: trust vs. control communication are its two ideal typical strategies.