Tables and Figures | p. x |
Preface | p. xiv |
Introduction | p. 1 |
The Strategic Context | p. 7 |
The Candidate-Centered Campaign | p. 7 |
The Institutional Framework | p. 9 |
Political Culture | p. 19 |
Campaign Technology | p. 22 |
The Political Setting | p. 24 |
Recent Congressional Elections | p. 29 |
Summary | p. 38 |
Candidates and Nominations | p. 40 |
Strategic Ambition | p. 41 |
Passing the Primary Test | p. 54 |
Nominations, Elections, and Representation | p. 61 |
The Senate | p. 71 |
Summary | p. 74 |
The Anatomy of a Campaign | p. 75 |
Campaign Organizations | p. 76 |
Campaign Budgets | p. 87 |
Senate Campaigns | p. 89 |
Summary | p. 90 |
The Parties Campaign | p. 91 |
National Agenda Setting | p. 92 |
The National, Congressional, and Senatorial Campaign Committees | p. 96 |
Strategy, Decision Making, and Targeting | p. 101 |
Campaign Contributions and Coordinated Expenditures | p. 105 |
Campaign Services | p. 111 |
Outside Campaigns | p. 121 |
The Impact of Party Campaigning | p. 129 |
Summary | p. 135 |
The Interests Campaign | p. 136 |
Organizing for Electoral Influence | p. 137 |
Strategy, Decision Making, and Targeting | p. 151 |
PAC Contributions | p. 158 |
Campaign Services | p. 161 |
Outside Campaigns | p. 164 |
The Impact of Interest Group Activity | p. 169 |
Summary | p. 172 |
The Campaign for Resources | p. 174 |
Inequalities in Resources | p. 175 |
House Incumbents | p. 177 |
House Challengers | p. 188 |
Candidates for House Open-Seats | p. 194 |
Senate Campaigns | p. 199 |
Summary | p. 202 |
Campaign Strategy | p. 203 |
Voting Behavior | p. 203 |
Voters and Campaign Strategy | p. 208 |
Gauging Public Opinion | p. 210 |
Voter Targeting | p. 213 |
The Message | p. 216 |
Summary | p. 226 |
Campaign Communications | p. 228 |
Television Advertising | p. 229 |
Radio Advertising | p. 233 |
Newspaper Advertising | p. 234 |
Direct Mail and Newsletters | p. 235 |
Telephone Calls | p. 236 |
The Internet and Social Media | p. 237 |
Free Media | p. 239 |
Field Work | p. 244 |
The Importance of Different Communications Techniques | p. 245 |
Outside Campaigns | p. 247 |
Summary | p. 247 |
Candidates, Campaigns, and Electoral Success | p. 249 |
House Incumbent Campaigns | p. 250 |
House Challenger Campaigns | p. 257 |
House Open-Seat Campaigns | p. 263 |
Senate Campaigns | p. 267 |
Claiming Credit and Placing Blame | p. 270 |
Summary | p. 276 |
Elections and Governance | p. 277 |
The Permanent Campaign | p. 277 |
A Decentralized Congress | p. 280 |
Political Parties as Centralizing Agents | p. 285 |
Responsiveness, Responsibility, and Public Policy | p. 287 |
Summary | p. 293 |
Campaign Reform | p. 294 |
The Case for Reform | p. 294 |
Obstacles to Reform | p. 297 |
The Evolving State of Campaign Finance | p. 302 |
Some Ideas for Reform | p. 306 |
Summary | p. 313 |
Notes | p. 315 |
Index | p. 343 |
Notes Name Index | p. 358 |
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