Campaign Craft / Edition 3

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Overview

Shea and Burton present a lively, comprehensive exploration of cutting-edge political campaign management. They cover all aspects of present-day political campaigns, from understanding the context of a particular campaign, to fundraising tips, to strategic thinking and scores of winning voter contact techniques.

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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Editorial Reviews

Booknews
Shea (political science, Allegheny College), who is joined now by former White House staffer Burton (now political science, Ohio U.), has updated his earlier edition to reflect the important new role of the Internet in politics including a concluding chapter by Burton on the future of campaign organization in light of these new data management and voter contact technologies. The text, designed for an undergraduate course, is focused on state and local elections with chapters on the context of electoral races, demographic analysis, opposition research, strategic thinking, electoral targeting, survey research, campaign fund-raising and news coverage. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780275990046
  • Publisher: Greenwood Publishing Group, Incorporated
  • Publication date: 5/1/2006
  • Series: Praeger Series in Political Communication
  • Edition description: 3RD
  • Edition number: 3
  • Pages: 254
  • Product dimensions: 0.53 (w) x 9.21 (h) x 6.14 (d)

Table of Contents

1 Introduction : consultant-centered campaigns 1
2 The campaign plan 19
3 The context of the race 31
4 Demographic research : the theory of aggregate inference 47
5 Candidate and opposition profiles : looking at the record 59
6 Prior electoral targeting 81
7 Polling : the focus of strategic vision 103
8 General strategy 121
9 Fund-raising strategy and tactics 135
10 Strategic communications 153
11 News coverage 167
12 Returning to the grassroots 181
13 Conclusion : the future of political campaign organization 197
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