Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management , Fourth Edition (Praeger Series in Political Communication)

265 Pages·2010·4.96 MB·English

by  Michael John Burton

CAMPAIGN CRAFT

CAMPAIGN CRAFT
The Strategies, Tactics, and Art of
Political Campaign Management
Fourth Edition
MICHAEL JOHN BURTON AND
DANIEL M. SHEA
Praeger Studies in Political Communication
RobertE.Denton,SeriesEditor
Copyright2010byMichaelJohnBurtonandDanielM.Shea
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Burton,MichaelJohn.
Campaigncraft:thestrategies,tactics,andartofpoliticalcampaignmanagement/
MichaelJohnBurtonandDanielM.Shea.—4thed.
p.cm.—(Praegerseriesinpoliticalcommunication,ISSN1062-5623)
Earliereds.enteredunder:Shea,DanielM.
Includesbibliographicalreferencesandindex.
ISBN978-0-313-38343-4(hardcopy:alk.paper)—ISBN978-0-313-38344-1(ebook)
1.Campaignmanagement—UnitedStates.I.Shea,DanielM.II.Title.
JK2281.S492010
324.70973—dc22 2010004225
ISBN:978-0-313-38343-4
EISBN:978-0-313-38344-1
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For our mothers
Rosemary Bowers Shea
1937–2005
Grace M. Burton
1939–2005

Contents
ListofFiguresandTables ix
Acknowledgments xi
Introduction:Consultant-CenteredCampaigns 1
PartI:CAMPAIGNPRELIMINARIES 21
1. TheCampaignPlan 23
2. TheContextoftheRace 33
3. OppositionResearch 53
PartII:STRATEGICTHINKING 75
4. SegmentAnalysis 77
5. CampaignPolling 95
6. VoterTargeting 115
PartIII:CONTACT 137
7. Fund-raisingStrategiesandTactics 139
8. StrategicCommunications 159
9. EarnedMedia 177
10. DirectVoterContact 191
Conclusion:TheNewStyle 207
References 221
Index 239

List of Figures and Tables
FIGURES
FigureI.1 Party-,Candidate-,andConsultant-Centered
Campaigns 18
Figure1.1 NotionalCampaignOrganization 26
Figure4.1 DiagrammingtheElectorate 81
Figure4.2 AveragePartyPerformance 82
Figure4.3 TheBaseVoteandSwingVote 83
Figure4.4 ThePartisanVoteandSoftPartisanVote 85
Figure6.1 StrategizingaPartisanDistrict:
TheDemocraticFavorite 117
Figure6.2 StrategizingaPartisanDistrict:
TheRepublicanUnderdog 118
Figure6.3 StrategizingaToss-upDistrict 119
Figure6.4 IdeologicalandCross-PressuredVoters 121
Figure6.5 MicrotargetingDecisionTree 129
Figure8.1 MessageBox 161
TABLES
Table4.1 RankingPrecincts 90
Table5.1 MarginsofErrorandMeasuresofConfidence 106