Chapter 14: the Campaign
(only up to page 536)
The several Campaigns:
The Nomination Campaign
The General Election Campaign
The personal campaign
The Organizational campaign
The media campaign
The Nomination Campaign
Target audience
Party activists (partisans)
“true” believers (ideologues)
Moving to the extremes, and back…
General themes, Pork, “Red Meat”
The General Election campaign
Themes, message, slogans
Sound bites
Party themes, local themes
National, “nationalized” campaigns
The Personal Election
The schedule
One on One meetings
The pace
The Organizational Campaign
Voter Canvassing
Volunteers
Organizing everybody
Campaign Manager
Campaign Consultant
Finance chair
Pollsters
Direct Mail, fundraising
The Media Campaign
Communications director
Press Secretary
Paid Media and Free Media
“expectations”
Paid Media (adds)
Positive ads
Negative ads
Contrast ads
Inoculation ad
Spot ads
Free Media
Issues
Scandal/ethics
“horserace”
Managing “the media” and campaign strategies
Limiting access (gaffes)
Specific staged events (sound bites, controlled message)
“spin”
Controlled media access (friendly interviews)
Debates
Technology
The early period – party oriented
Today, much more candidate oriented
Targeted adds (phone calls)
Campaign finance
Individual Donations
PACs
“soft money – hard money”
Party contributions
Independent expenditures
Candidate Personal contributions
Public Funding
Limits on overall spending
The internet and changing methods of donation
Soft Money and Hard money
Issue advocacy
“527s”
Campaign Finance Reform……