Tables and Figures | |
Acknowledgments | |
Introduction | |
The Transformation of American Campaigns | p. 1 |
The Principles of Planning | p. 14 |
Who Will Vote for You and Why: Designing Strategy and Theme | p. 30 |
Contemporary Strategy and Agenda Setting | p. 47 |
Strategy and Tactics for Campaign Fundraising | p. 62 |
Competition, Contributions, and Money in 1992 | p. 78 |
Paid Media Advertising | p. 84 |
Winning Through Advertising: It's All in the Context | p. 101 |
The Best Campaign Wins: Local Press Coverage of Nonpresidential Races | p. 112 |
Reporting Campaigns: Reforming the Press | p. 126 |
Organizing the Field | p. 138 |
Field Work, Political Parties, and Volunteerism | p. 152 |
Political Polling: From the Beginning to the Center | p. 161 |
The Promising Adolescence of Campaign Surveys | p. 181 |
The Ethics of Political Campaigns | p. 192 |
Campaign Ethics and Political Trust | p. 200 |
Strategic Perspectives on the 1992 Campaign | p. 213 |
Do Campaigns Matter? | p. 224 |
References | p. 233 |
About the Book and Contributors | p. 241 |
Index | p. 245 |
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