Inside Campaigns: Elections Through the Eyes of Political Professionals

Inside Campaigns: Elections Through the Eyes of Political Professionals

By: William J. Feltus (author), Matthew J. Dallek (author), Kenneth M. Goldstein (author)Paperback

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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.

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About Author

William J. Feltus is senior vice-president at National Media Research Planning and Placement LLC, an advertising and media agency in Alexandria, Virginia, where he manages political, corporate, and not-for-profit clients. Mr. Feltus is recognized as an innovator in the application of media research data to political and public affairs marketing. Providing polling, communications, and advertising services, he has worked for eight presidential campaigns and for gubernatorial, Senate and Congressional clients in forty-four states. Feltus has been a press secretary in the U. S. Senate, deputy campaign manager of President George H. W. Bush's unsuccessful 1992 re-election bid, and staff director of the U. S. Senate Republican Conference. He received his B.A. from Yale and his M.B.A. from the Harvard Graduate School of Business Administration. Feltus has been an adjunct instructor at Graduate School of Political Management at George Washington University and the University of San Francisco. Kenneth M. Goldstein is a professor of politics at the University of San Francisco (USF) and faculty director of the USF in DC program. He taught previously at the University of Wisconsin, where he won the Kellett Award for career research accomplishments and the Chancellor's Excellence in Teaching Award. Goldstein is one of the country's premier experts on the use and impact of political advertising. He has authored or coauthored four books and thirty book chapters and refereed journal articles. During the 2012 election cycle, he served as president of Kantar Media CMAG-a nonpartisan political consulting firm that tracks television advertising. Goldstein is currently a consultant for the ABC News elections unit and a member of their election night decision team. He has worked on network election night coverage in every U.S. federal election since 1988. He is also the polling and political ad analyst for Bloomberg Politics. Matthew Dallek (Ph.D., Columbia University) is an assistant professor of political management in the Graduate School of Political Management at George Washington University, where he teaches courses on political leadership, the presidency, and Washington's political culture. He is the author of The Right Moment: Ronald Reagan's First Victory and the Decisive Turning Point in American Politics (Oxford University Press, 2004) and the forthcoming Defenseless Under the Night: The Roosevelt Years and the Origins of Homeland Security (Oxford University Press, 2016). His articles and reviews have appeared in many scholarly and popular publications including the Forum, the Journal of Policy History, the Washington Post, the Los Angeles Times, and Politico. In addition, he has been a fellow at the Woodrow Wilson International Center for Scholars and a visiting scholar at Stanford University's Bill Lane Center for the American West. He served as a speechwriter for House minority leader Richard A. Gephardt as well as William E. Kennard, chairman of the Federal Communications Commission.


Chapter 1: Unafraid to Fail - The Craft and Science of Poltical Campaigns A Tale of Two Managers The Personal Side of Politics Why Campaign Managers Do It What Campaigns Do Do Campaigns Matter? Teaching Topics Chapter 2: Political Math - Why Campaigns Matter Debating Campaign "Effects" What Does "Matter" Mean? The Role of Fundamentals: From Demographics to Party ID Partisan Composition of the Electorate Share and Performance The Case of Nevada Ask Gore if the Margin Matters Chapter 3: Political Historian and Data Scientist - Charting a Path to Victory through Information and Analysis Tough Numbers in the Big Easy Defining 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 Problem Presidential and Congressional Campaigns: The Art and Science of Data Analysis Targeting and Micro-Targeting: "Bells-and-Whistles" vs. "Old-Fashioned Grunt Work" Focus Groups, Polls, and Other Forms of Information-Gathering Determining Voter Blocs GOTV Summary Chapter 4: Enterpreneur and Chief Financial Officer - Launching the Campaign Spending and Margins The Money Advantage How Money Matters (Decisions) "The Nightmare of All Campaigns" (Fundraising) Hiring the Right Team (Staff) Conclusion Chapter 5: Marketing Wizard - How Do We Reach Them? The Paradox of Politics and Marketing in the Digital Age Political Brand Management: Knowledge is Power What are GRPs? Learning the Basic Language of Media How Many GRPs Does a Campaign Need? Exploding the Conventional Wisdom of "1,000 GRPs-Per-Spot" In the Internet Age, Television is Still King The Media Mix: Beyond TV Manager Profile - Katie Merrill: Managing in the California Big Leagues Chapter 6: Script Writer and Stage Manager - Crafting the Campaign's Messages What Do We Tell Voters? How the Message Matters Why Campaigns "Go Negative" "A Hugging Contest?" Why Negative Ads Affect Election Margins When Going Negative Backfires Going Negative in a Primary Responding to Negative Attacks Conclusion Chapter 7: Spinmeister and Policy Wonk - Navigating the Media Landscape Defusing Bad Press The Shifting Character of the Media Landscape "Hand to Hand Combat" The Frustrated Policy Wonk Cell Phones and Earned Media "The Blogs Will Pick It Up Immediately" (Speed) Working the Refs (Credibility) Earned Media: An Imperfect Tool Chapter 8: Field General Who 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 Ground Manager Profile - Reed Galen: Just Say No Chapter 9: Strategy Enforcer and Team Builder - Keeping a Day-to-Day Focus on the Long-Term Path to Victory James Carville: Losing Before Winning Clinton-Gore 1992: "The Best Campaign Ever" Keeping the Campaign Team on Strategy with Signage Inheriting a Team: The Turnaround Manager How Are We Doing? Strategy Enforcer in the Age of Super-PACs ("What are They Doing?") Team Builder Managing Consultants "The Right Kind of Culture" Chapter 10: Candidate Caretaker and Confidant - Handling Details and Building Trust Becoming Indispensable The Buffer and the Concierge Building Trust: "Jimmy Here's What We Need to Do" Building the Relationship Honesty Managing the Candidate's Family Losing and Winning: When the Campaign Ends

Product Details

  • publication date: 21/04/2016
  • ISBN13: 9781506332963
  • Format: Paperback
  • Number Of Pages: 320
  • ID: 9781506332963
  • weight: 440
  • ISBN10: 150633296X

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