Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management
With careful attention and hard work, even average citizens can oversee sophisticated, state-of-the-art political campaigns. Those who try will find no aid more valuable than this book. Bringing to bear both academic and professional experience, Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover every aspect of present-day political campaigning, from understanding the context of a particular campaign (national trends, the media market, demographic research, etc.) to strategic thinking and specific voter contact techniques that work. These techniques include tactical use of fundraising, paid media, free media--including the Internet--and get-out-the-vote drives. Throughout the text, the authors present up-to-date analysis, peppered with examples from national, state, and local campaigns. Campaign Craft is a comprehensive guide to modern electioneering--a "must read" for candidates and political activists, scholars, researchers, and all those interested in knowing how to run modern, high-tech campaigns.
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THE LAY OF THE LAND
Prior Electoral Targeting
The Focus of Strategic Vision
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advertising American areas average ballot base-partisan vote become Bill Clinton broadcast Bush cable campaign finance campaign manager campaign operatives campaign plan campaign professionals campaign theme Campaigns and Elections candidate candidate's census challenger communications congressional cost coverage database Democratic demographic Denton Jr direct mail district donors down-ballot Election Day electioneering electorate fund-raising funds grassroots groups House important incumbent individuals Internet interview issues James Carville Joe Trippi John Kerry John McCain large number Larry Sabato legislative mass customization new-style campaigning newspapers number of votes offer opponent opposition research paign Partisan Vote percent political campaigns pollsters precincts president presidential push polls question race radio record registration reporters Republican respondents sample score seat Shea Smith County soft-partisan vote strategy survey swing vote tactics target voters telephone television tion turnout U.S. Senate volunteers voter contact