Spending big on campaigning won’t necessarily lead the major political parties to election success, Professor Justin Fisher told BBC Radio 4’s PM programme.
Prof Fisher, Professor of political science at Brunel University London, told presenter Eddie Mair that, even though the main three parties received millions of pounds in private and public donations last year, the vast majority of the money would be spent on existing and not campaigning.
He argued that the public perception of cash being thrown at advertising on billboards and in the national press was quite wrong, with more emphasis placed on targeting key seats through direct mail, telephone canvassing and leader visits.
Prof Fisher conceded that an election couldn’t be fought without some money behind a party, but that the greatest effect would be at constituency level.
Listen to Prof Fisher’s interview here at around 50 minutes in.