Inside Political Campaigns

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As Dan Nimmo notes in his introduction, Inside Political Campaigns endeavors to trace the sources of professional campaign wizardry by encapsulating the theories and concepts that practitioners and scholars alike claim to guide and rationalize consultants' magical weaving of strategies, tactics, and techniques into a 'winning tapestry of political communication.' This study presents the theoretical areas political communication consultants draw upon in making strategic and tactical decisions in political campaigns. And it provides an understanding of what motivates political consultants to choose a particular campaign strategy by explaining how various strategies work with the voting public. While the book is research-driven, its academic findings are tempered and expanded by the authors' personal political consulting experiences. The text will be of interest to scholars, students, and practitioners alike in political communication, advertising, public opinion, political science, political rhetoric, and campaigns and elections.

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Editorial Reviews

Integrates the theories scholars use to explain political campaigns with those campaign practitioners actually employ to make strategic and tactical decisions. Discusses what motivates political consultants to choose a particular strategy by explaining how various strategies are thought to work with the voting public. The treatment is primarily academic, but could also be of interest to professionals in politics, advertising, or public relations. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

Meet the Author

KAREN S. JOHNSON-CARTEE is Professor of Advertising and Public Relations and Speech Communication at The University of Alabama.

GARY A. COPELAND is Professor of Telecommunication and Film and Speech Communication at The University of Alabama.

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Table of Contents

Political Advertising Transcripts
Series Foreword
Ch. 1 The Evolution of Political Campaigning 1
Ch. 2 Modern Political Communication Consulting 19
Ch. 3 Understanding the Public Opinion Process in the United States 51
Ch. 4 Understanding Political Leadership 75
Ch. 5 Political Communication Effects 93
Ch. 6 Political Communication Research Methods and Applications 115
Ch. 7 Political Advertising 149
Ch. 8 Legal and Ethical Considerations 185
References 225
Index 261
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