Table of Contents
Acknowledgments ix
Introduction David D. Perlmutter Robert Mann 1
Understanding the Industry
1 Consultants and Candidates John Franzén 13
2 A Brief History of Political Advertising on Television Darrell M. West 23
3 Political Communication Center Lynda Lee Kaid 33
Laws and Regulations
4 Political Advertising and the First Amendment Louis A. Day 39
5 Electronic Media and Congressional Politics Ron Garay 51
6 The States and Campaign Finance Laws David Schultz 64
Techniques and Types
7 Television Ads and Video Dane Strother 77
8 Newspaper Advertising Thomas N. Edmonds John E. Kimball 89
9 Radio Advertising Bill Fletcher 97
10 Outdoor Advertising Sean Reilly 106
11 Earned Media Bud Jackson 112
12 Speechwriting Trevor Parry-Giles 126
13 Modern Campaign Polling Robert K. Goidel 136
14 Focus Groups Malcolm P. Ehrhardt 145
15 Local Television News and Political Campaigns David Kurpius 154
16 Get Out the Vote Gerry Tyson 164
17 Independent Content Paul Harang 174
18 Public Journalism David Kurpius 182
19 Online Political Advertising Monica Ancu 190
20 Evaluating Campaign Websites Michael Xenos 197
21 Online Social Networks and Political Campaigns Monica Ancu 203
Constituencies
22 Older Voters Robert H. Binstock 213
23 The Religious Conservative Voter Lisa K. Lundy 227
24 Young Voters Katherine Knobloch 236
25 The Latino (Hispanic) Voter Melissa Michelson 248
26 Race and Southern Politics Wayne Parent 257
27 Informing Insiders Charlie Cook 265
Contributors 273
Index 279