"I think sometimes negative campaigning, like so much, is in the eye of the beholder, and I don't think we'll ever get rid of it"

This quote by Peter Jennings suggests that negative marketing is subjective which it is up to the individual to decide what is thought about unfavorable campaigning. He implies that it is impossible to entirely remove negative campaigning because it is based upon the opinion of the individual. Jennings indicates that negative marketing is a part of the political procedure and that it is something that will constantly be present. He recommends that it is up to the individual to decide what is considered negative campaigning which it is difficult to completely eliminate it. This quote recommends that unfavorable campaigning is something that will always exist in politics and that it depends on the specific to decide what is considered unfavorable campaigning.