The 1984 campaign between Republican Jesse Helms and Democrat Jim Hunt of North Carolina was one of the most expensive campaigns in history. The Helms campaign spent an estimated $15.6 million and Hunt is believed to have raised $9.8 million. Both sides relied heavily on television advertising. A study was conducted to measure the link between television advertising and its influence on voter decision. Data for this study were gathered by content analyses of television commercials and television news and through a statewide survey of 796 adult respondents. More than seven of ten voters reported that their decisions were primarily influenced by an overall image of the candidate rather than by specific issues. The findings indicate that, in the North Carolina 1984 senatorial campaign that incumbant Jesse Helms did win, commercials were more effective than television news in influencing or reinforcing issue and image agendas for voters. The public agenda more accurately reflected the salience of issues "learned" from advertising campaigns than they did the salience-set of television news. Further research needs to be conducted in this area to replicate these findings and demonstrate the agenda-setting function of advertising outside the political context. (DF)