The Manship School Guide to Political Communication / Edition 1

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1999 Trade paperback First edition. Minor defects, No dust jacket as issued. Trade paperback (US). Glued binding. 400 p. Audience: General/trade.

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From near anonymity in the 1950s, the political consultant has become the tarnished icon of the mass media age. All political campaigns, and even public policies, are driven by the advice of these paid pundits. The Manship School Guide to Political Communication thoroughly examines the significant, yet often misunderstood, role and process of media consulting for political campaigns.. "A veritable encyclopedia of nearly every aspect of campaigns, consulting, and the media, The Manship School Guide to Political Communication gives us a permanent, in-depth record of some of the enduring truths and insights about a process that impacts every American citizen.
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Product Details

  • ISBN-13: 9780807124819
  • Publisher: Longleaf Services
  • Publication date: 11/28/1999
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 400
  • Product dimensions: 6.09 (w) x 9.15 (h) x 1.03 (d)

Table of Contents

Introduction 1
Understanding the Industry
A Prehistory of Media Consulting for Political Campaigns 11
Present at the Creation (of Modern Political Consulting) 19
A Brief History of Political Advertising on Television 27
Political Consultants as News 33
Political Consultants in American Film 39
Corporations as Candidates 47
International Political Consulting 52
Getting Started in Political Consulting 58
Laws and Regulations
Political Advertising and the First Amendment 67
Politicians and Television Time 77
PACs and Campaign Finance 84
Techniques and Types
Modern Campaign Polling 95
Opposition Research 107
Focus Groups in Political Campaigns 114
Political Media Buying 122
GOTV: Get Out the Vote 131
Telephone and Direct Mail 137
Stealth Campaigning 147
Outdoor Advertising 152
Print Ads 156
Radio Ads 164
Voice-Overs 171
Preparing Candidates for Television 176
Television Ads 186
Nonbroadcast Video 196
Earned Media 201
Speechwriting 209
Issue Advocacy 217
Pro Bono Work 226
New Technologies
Online Campaigning 233
The Internet and Campaign 241
Evaluating Political Web Sites 249
Software for Political Campaigns 253
The African American Vote 261
Race Issues and Political Campaigns in the South 268
The Hispanic Vote 273
The Religious Conservative Voter 281
Informing Insiders: The Political Newsletter 288
Consultants and Clients 295
The Good that Political Consultants Do 304
Candidates as Fund-Raisers 311
The Political Communication Center 319
Resources for Political Consulting 322
The American Political Consultant: A Profile 327
Contributors 333
Index 341
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