"Make Him Spend It All, Arch," the bumper stickers here say, and Gov. Jay Rockefeller seems intent on doing just that to get himself reelected.

In one of the costliest state campaigns in the history of American politics, Rockefeller is financing a media blitz that takes in four states -- Maryland, Virginia, Ohio and Pennsylvania -- and the District of Columbia. When asked about it, the boyish-looking governor says with a grin, "How did we miss Kentucky?"

The race is a rematch against former two-term governor Arch Moore, and Moore is making the most of Rockefeller's accomplishments since becoming governor, Moore, says, "The biggest and greatest industrial development undertaken in the state's history is his $12 million to get one man a job."

Rockefeller doesn't contest that $12 million figure (other estimates range from $4 million to $20 million), but he promises to make public "every penny" after the Nov. 4 election.

He also acknowledges spending $1.9 million to defeat a token opponent in last spring's primary.

Moore plans to spend most of his $900,000 in the last four weeks of the campaign, hoping to close a gap which the latest poll shows has switched from a nine-point lead by Moore last spring to a 15-point Rockefeller lead this month.

Rockefeller says it is "necessary" to advertise on Channel 4 in Washington and other channels in neighboring states because "those are the stations that West Virginians watch" in the state's eastern and northern panhandles.

"Jay's going to be elected governor -- of Pennsylvania," mocked Moore, who said Rockefeller spent $300,000 in August on Pittsburgh stations -- "more than my entire media budget."

As for those ads on Channel 4, Moore said: "You can't advertise a West Virginia campaign in D.C. without getting some national attention," raising the familiar charge that the super-rich Rockefeller is using poor, small West Virginia as a stepping stone to higher office.

"He's constructing a governorship on television in the last four months that didn't exist in the first three-and-one-half years of his administration," said Moore, 57, who beat Rockefeller in 1972 but was barred by the state constitution from seeking a third consecutive term in 1976.

Rockefeller dismisses Moore, saying that "Arch made a buy on Pittsburgh TV but then canceled so he could use the issue against me."

To combat Rockefeller's spending, which Moore once characterized as similar to a Nazi propaganda campaign, the Republican nominee is parading GOP celebrities into the state to speak for him, including both GOP presidential nominee Ronald Reagan and vice presidential nominee George Bush, former president Gerald R. Ford and four Republican governors.

Ohio Gov. James Rhodes told 350 people at a $25-a plate dinner here. Thursday night that "I don't care how much [Rockefeller] spends, he can't cover up a miserable record."

Rockefeller supporters have countered the GOP attacks with their own bumper sticker which says, "Spend It, Jay. It's Yours."

"That's the way we feel about it," said Democratic Committeeman Dick Thomas. "He didn't steal it from the people of West Virginia, that's for damn sure."

Rather than trying to hide his wealth -- "People know I'm wealthy, it's part and parcel of me" -- Rockefeller emphasized that I'm free of control. Government can't be beholden to any monied group.

"I was brought up to believe that one person can make a difference, to believe in public service," said the scion of one of America's wealthiest families. "To me, government is a sacred trust."

He repeatedly told the crowd, which reacted to him more as a celebrity than as a campaigner, that "I've worked hard, honestly, openly, in a moral and ethical manner."

On a flight to Charleston, the governor was asked whether his repeated use of the words "integrity and honesty" were meant to reflect adversely on his opponent.

"I don't comment on that," said Rockefeller, placing him, for a change, squarely in agreement with Moore.

Moore responds to questions about corruption in his two terms as governor by snapping, "I'm not going to get into that question with you or any other human being. No one ever brings it up but you reporters." He added, "It won't change two votes."

Nonetheless, the specter remains, and Rockefeller and his supporters play on it subtly.

Though Moore has never been convicted of a crime, he twice was investigated by the Internal Revenue Service about his tax returns and was indicted, but acquitted after a jury trial, on a charge of extortion. And earlier this year, his former liquor commissioner was convicted of bribery after testifying that he accepted kickbacks from the liquor industry which he passed on to the governor's campaign.

Don Marsh, editor of the Charleston Gazette and a self-described "abashed admired" of Rockefeller, admits that "if Jay had done the job [as governor] that he should have, no one would dare run against him. It's incredible that he's spending that much money to beat a guy indicted on a criminal charge."

W. E. Chilton III, publisher of the Gazette, and Moore's most persistent critic, also critizes Rockefeller's spending.

"It's an outrage," said Chilton, who was one of the people responsible for convincing the young Rockefeller to come to West Virginia in 1964 as a foot soldier in Lyndon Johnson's War on Poverty. "In effect, he's buying the state," said Chilton.

"The real issues in the campaign aren't being discussed by either candidate," Chilton said, "because Arch can't get off the question of his personal integrity and Jay can't get away from the subject of his money."

Back in the hollows, however, where newspapers and television can't take the place of first-hand knowledge of the candidates, the real issues are not so obscure.

Along the banks of the Coal River, in the hamlet of Emmons, Delores Hall remembers well a gangly young man called Jay who came there 16 years ago as a volunteer in the War on Poverty.

"At first, we thought he was a revenuer," said Hall, a teacher at the Ashford Rumble Elementary School. "But Jay's a friend," she said.

"So you're going vote for Jay?" she was asked.

"I'm not sure," said Hall. "Jay's a friend, but it was Arch who paved the road into the holler. I may just stay home."