Election campaigns are used by political parties to address the voters with the aim of gaining their support. Among the various mediums available to political parties to appeal to voters, the scholarship has focused primarily on election manifestos, and the policy appeals parties make within them. In this study I argue that in order to better understand parties’ appeals to voters, we should evaluate not only their policy appeals (what parties say) but also demographic appeals (who they say it to). Further, I argue that we should not only focus on election manifestos but also on other election campaign materials such as posters, flyers, leaflets, and pamphlets. Using a unique dataset of parties’ manifestos and non-manifesto campaign materials in Israel and the Netherlands between 1977-2015, this paper shows both the variation in type of appeal made by parties within- and between these two countries, and also the variation in appeals found in manifestos and other campaign materials. It emphasizes the importance of diversifying the materials we use to analyze parties’ behavior and the importance of expanding our understanding of parties’ appeals to voters.