As Tucson elections near, political ads increase

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Turn on the TV and you'll see the candidates have taken to the airwaves with new political ads, some nasty some not so much, with the goal of swaying your vote before you put your ballot back in the mail.

And marketing experts say TV ads do sway voters.  But the message has to be clear, concise and relevant. 

And although it may not be popular, going negative works.