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Full Description
Inside Campaigns introduces central factors that drive U.S election outcomes through the eyes of campaign managers. The authors, recognised experts in their field, draw on lessons learned by approximately 150 campaign managers to reveal what drives public opinion and voter turnout. The sample is evenly balanced between Democrats and Republicans and will give students a unique and valuable insight into how campaigns operate.
Contents
Chapter 1CampaignsA Tale of Two ManagersThe Personal Side of PoliticsWhy Campaign Managers Do ItWhat Campaigns DoDo Campaigns Matter?Teaching TopicsChapter 2: Political Math - Why Campaigns MatterDebating Campaign "Effects"What Does "Matter" Mean?The Role of Fundamentals: From Demographics to Party IDPartisan Composition of the ElectorateShare and PerformanceThe Case of NevadaAsk Gore if the Margin MattersChapter 3: Political Historian and Data Scientist - Charting a Path to Victory through Information and AnalysisTough Numbers in the Big EasyDefining a Winning Coalition: Who Are Our Targets?How Do We Reach Them?What Do We Tell Them?How Are We Doing?What Are Our Opponents and Allies Doing?The Secret Ballot ProblemPresidential and Congressional Campaigns: The Art and Science of Data AnalysisTargeting and Micro-Targeting: "Bells-and-Whistles" vs. "Old-Fashioned Grunt Work"Focus Groups, Polls, and Other Forms of Information-GatheringDetermining Voter BlocsGOTVSummaryChapter 4: Enterpreneur and Chief Financial Officer - Launching the CampaignSpending and MarginsThe Money AdvantageHow Money Matters (Decisions)"The Nightmare of All Campaigns" (Fundraising)Hiring the Right Team (Staff)ConclusionChapter 5: Marketing Wizard - How Do We Reach Them?The Paradox of Politics and Marketing in the Digital AgePolitical Brand Management: Knowledge is PowerWhat are GRPs? Learning the Basic Language of MediaHow Many GRPs Does a Campaign Need? Exploding the Conventional Wisdom of "1,000 GRPs-Per-Spot"In the Internet Age, Television is Still KingThe Media Mix: Beyond TVManager Profile - Katie Merrill: Managing in the California Big LeaguesChapter 6: Script Writer and Stage Manager - Crafting the Campaign's MessagesWhat Do We Tell Voters?How the Message MattersWhy Campaigns "Go Negative""A Hugging Contest?" Why Negative Ads Affect Election MarginsWhen Going Negative BackfiresGoing Negative in a PrimaryResponding to Negative AttacksConclusionChapter 7: Spinmeister and Policy Wonk - Navigating the Media LandscapeDefusing Bad PressThe Shifting Character of the Media Landscape"Hand to Hand Combat"The Frustrated Policy WonkCell Phones and Earned Media"The Blogs Will Pick It Up Immediately" (Speed)Working the Refs (Credibility)Earned Media: An Imperfect ToolChapter 8: Field GeneralWho Do We Need?How Do We Reach Them?The Two-Step Process: Deciding to Vote; and Voting for or Against a Candidate"Old-Fashioned Grunt Work"Losing and Winning on the GroundManager Profile - Reed Galen: Just Say NoChapter 9: Strategy Enforcer and Team Builder - Keeping a Day-to-Day Focus on the Long-Term Path to VictoryJames Carville: Losing Before WinningClinton-Gore 1992: "The Best Campaign Ever"Keeping the Campaign Team on Strategy with SignageInheriting a Team: The Turnaround ManagerHow Are We Doing?Strategy Enforcer in the Age of Super-PACs ("What are They Doing?")Team BuilderManaging Consultants"The Right Kind of Culture"Chapter 10: Candidate Caretaker and Confidant - Handling Details and Building TrustBecoming IndispensableThe Buffer and the ConciergeBuilding Trust: "Jimmy Here's What We Need to Do"Building the RelationshipHonestyManaging the Candidate's FamilyLosing and Winning: When the Campaign Ends
