Campaign craft: the strategies, tactics, and art of political campaign management
Shea and Burton present an updated and expanded version of Shea's 1996 guide to and analysis of modern American political campaign communication. They cover all aspects of present-day political campaigns, from understanding the context of a particular campaign to strategic thinking to specific voter contact techniques.
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THE LAY OF THE LAND
Prior Electoral Targeting
The Focus of Strategic Vision
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advertising average ballot base-partisan vote become Bill Bill Clinton broadcast Bush cable campaign finance campaign finance reform campaign management campaign operatives campaign plan campaign theme candidate candidate's census Chapter Clinton communications congressional cost coverage database Democratic demographic direct mail district donors Election Day electioneering electorate event fund-raising grassroots groups House important incumbent individuals Internet interview issues James Carville Joe McGinniss John McCain large number Larry Sabato legislative look mass customization new-style campaigns newspapers number of votes offer opponent opposition research organizations paign partisan vote party percent political campaigns polling pollsters precincts president presidential push polls question race radio record registration reporters Republican residual vote respondents sample score Smith County soft-partisan vote statistics strategy survey swing vote tactics target voters telemarketing telephone television tion toss-up turnout U.S. Senate volunteers voter contact