Table of Contents

Chapter 1: Introduction to Political Campaigns
	Adaptation and Change in Campaigns
	The Decline of Political Party Organizations
	Candidates and Mass Communications
	The Reality of Politics
	Professionals in Modern Campaigns
	The Campaign Roadmap
		-Motivations and Decisions to Run for Office
		-Organizing a Campaign Operation
		-Polling, Paid Advertising, and the Internet
		-Campaigning for Public Office and the Implications for Democracy
	Suggested Readings
	Study/Discussion Questions

Chapter 2: The Motivation to Run for Office
	The Motivation to Run for Office: An Overview
		-Systemic Motivations
		-Service-Related Motivations
		-Personal Motivations
	Issues
		-Single-Issue Motivation
		-Multiple-Issue Motivations
		-Party Platform
	Reforming the Political System
		-Reform as an External Political Force
		-Reform Within the Party System
	“The Best Person” for the Job
		-Recruiting Candidates with Public Standing
	Box: Hillary Rodham Clinton: First Presidential Spouse Elected to the Senate
	Political Experience
		-The Experience of Losing Motivates a Candidate to Run Again
		-Politics by Immersion
	Compelling Personal Reason
		-Personal Tragedy
		-Gender-Bias Motivations
	Opportunity 
		-Open-Seat Contests and Incumbent Vulnerability
		-Incompetence or Missteps Provide Opportunity
	Ego
		-Ego and Ambition
		-Positive Self-Confidence Can Breed Success
		-Presidential Ambition
	Conclusion
	Study/Discussion Questions
           Suggested Readings

Chapter 3: The Decision to Run for Office
	Assessing the Potential Race
		-Will I Be Able to Balance Family Demands With Campaigning?
		-Do I Have the Stamina and Enthusiasm to Run an Effective Campaign? 
	            -Box: Teddy Roosevelt Gives Speech After Being Shot
		-Am I Willing to Invest the Time and Effort to Raise Lots of Money?
		-Do I Have the Ability to Attract Political Endorsements?
                       -Is There Anything In My Background That Would Cause Profound Embarrassment to Me and Damage My Candidacy?
		-Am I Flexible and Adaptable to Change Course During the Campaign?
	Planning the Potential Race
		-Contacting Friends for Advice
		-Advice from Party Professionals
		-Understanding the Political Environment
                       -Box: Case Study: Don Sherwood and Pennsylvania’s 10th Congressional District
		-Family as a Campaign Resource
	Conclusion
	Study/Discussion Questions
	Suggested Readings

Chapter 4: The Campaign Organization
	Examining Campaign Organizations
	Organizational Models of Campaigns
		-Diffused Authority and Organizational Problems
	The Campaign Organization – Consultants and Staff
	Political Consultants
		-The Role of Political Consultants in Campaigns
		-Pollsters
		-Paid Advertising	
		-Fundraising
		-Box: How Fundraising Works
		-Direct Mail
		-Events
		-Phone Banks
		-Bundling
		-Internet Consultants
	Campaign Staff
		-Press Secretary
		-Finance Director
		-Field Operation
	The Campaign Manager: Managing Consultants and Staff
		-The General
		-Alter Ego and Arbitrator
		-The Strategist
	Campaign Plan, Strategy and Message
	Campaign Strategy Typologies
	External Sources of Support: Parties and Interest Groups
		-Parties, Interest Groups, Soft Money and Independent Expenditures
		-Interest Groups
	Box: How the National Parties Are Organized
	Conclusion
	Study/Discussion Questions
	Suggested Readings

Chapter 5: Polling
	Why Candidates Need Survey Research
	Goals of Candidate Polling
	Understanding the Political Environment 
		-Demographic and Voting Trends: A Case Study of Florida
		-Values
		-Issues
	Personal Aspects of Polling: Name Recognition and Personality Attributes
		-Name Recognition
		-Personality Attributes
	The Cost of Information
	A Very Brief Primer on How Polling Works
		-Questionnaire Design
		-Sampling
		-Interviewing
		-Tabulation of Results and Analysis
	Types of Surveys: Benchmark, Tracking and Brushfire Polls
		-Benchmark Surveys
		-Tracking Polls
		-Brushfire Polls
	Focus Groups
		-The Manhattan Project
		-Dial Groups
	Using Polling for GOTV Operations
	Conclusion
	Study/Discussion Questions
	Suggested Readings

Chapter 6: Paid Advertising
	Television as an Advertising Medium
	The Changing World of Television and Advertising
		-Television Advertising Strategy
		-Opposition Research
	Making Ads That Work
	Types of Campaign Ads
		-Biographical Ads
		-Enhancement and Issue Ads
		-Negative/Comparative Ads
		-Box: Using Humor to Portray an Opponent: The “Jabberwocky” Ad
		-Analysis
	Buying Advertising Time
	Radio and Newspaper Advertising
		-Radio
		-Newspapers
	Direct Mail
	Outside Forces: Advertising by Parties and Interest Groups 
		-Soft Money and Parties
		-Issue Advocacy Ads
	Campaign Advertising and the Political Process
	Conclusion
	Study/Discussion Questions
	Suggested Readings

Chapter 7: Campaigning on the Internet
	The Internet Audience
	Attracting Interest to a Campaign Web Site
	Box: Planning Ahead: The McCain Campaign Web Site
	Building a Successful Web Site
		-Good Design 
		-Keep it Simple Stupid (KISS)
		-Personalize the Web Site
	Managing a Successful Online Campaign
		-Content and Promotion
		-Attacking the Opposition
		-Using E-mail to Contact and activate Supporters
	Fundraising Online 
	Advertising on Popular Web Sites
	Box: 2004 Democratic Presidential Candidate Web Sites
	The Future: The Internet, Television, and Technology in Campaigns
	Internet Voting and its Normative Implications for Campaigns and Governing
	Conclusion
	Study/Discussion Questions
	Suggested Web Sites

Chapter 8: Campaigning for Office
	Goal: Winning Each Day
		-Focus
		-The Daily Campaign Schedule
	Where to Campaign
	Techniques of Campaigning #1: Connecting to the Political and Social Culture
	
            Techniques of Campaigning #2: Campaign events to Generate Earned Media
		-Staged Events
		-Formal Addresses
	Techniques of Campaigning #3: Debates
		-Earned-Media Exposure Through Non-Televised Debates
		-Earned Media Through Televised Debates
                        -Box: debates of Substance: The Kerry-Weld Massachusetts Senate Debates of 1996	
		-Debate Strategies
		-Debate Preparation
	The Role of Earned Media
	Relationship of the Press and Candidates
	Box: Style Over Substance: Coverage of National Women Candidates
	Effective Earned Media Strategies
		-Preempting the Opposition
		-Controlling Access to the Candidate
		-Utilizing Daily News Coverage
		-Managing Scandal
	The Home Stretch: How Campaigns Finish
		-Candidates and Campaigns
		-Mobilizing Voters: How Political Parties Helped Candidates in 2002
	The Aftermath
	Conclusion
	Study/Discussion Questions
	Suggested Readings

Chapter 9: Campaigns and American Democracy
	The Permanent Campaign
	The Changing Mosaic of American Politics
	The Remaining Constant
	Campaigns and American Democracy
	Study/Discussion Questions
	Suggested Readings