| Edition |
Second edition. |
| Description |
1 online resource (xviii, 347 pages) : illustrations |
| Physical Medium |
monochrome |
| Description |
text file |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
1. Losing and winning: the craft and science of political campaigns -- A tale of two managers -- Learning and experimenting -- Why campaign managers do it -- What campaigns do -- The roles and goals of a campaign manager -- 2. Political math: how campaigns matter -- The fundamentals -- The role of fundamentals: from demographics to party ID -- Share and performance -- Blue wall math -- Political math makes winning margins -- 3. Political historian and data scientist: charting a path to victory through information and analysis -- The secret ballot problem -- Focus groups, polls, and other forms of information gathering -- Who are our target voters? -- How do we reach them? -- What do we tell them? -- How are we doing? -- What are our opponents and allies doing? -- Microtargeting with big data -- 4. Entrepreneur and chief financial officer: launching and sustaining the campaign -- The startup -- The money campaign -- How money drives decisions -- Paying for the messaging -- The nightmare of all campaigns: fundraising -- Cauley and Barack Obama's senate win -- The best candidates are good fundraisers -- 5. Team builder: embracing the personal side of politics -- "A fierce team spirit" -- Team building in Trump's campaign -- Hiring the right team -- Political talent scouts -- Team builder: "a big cheerleader" -- 6. Ideologist and policy wonk: standing for something -- Steve Bannon as Trump's chief ideologist -- Hillary Clinton as policy wonk -- Campaign managers avoiding the policy weeds -- The frustrated policy wonk -- 7. Marketing maven: reaching the campaign's target voter audiences -- "What are they doing?" Competitive media tracking in the 2016 presidential race -- What are gross rating points? Learning the basic math of media -- How many GRPS do we have? -- How many gross rating points do I need? -- The enduring love of traditional television in the digital age -- The business of political TV advertising -- Today's media mix: more than TV -- 8. Producer and stage manager: creating and presenting the campaign's messages -- Producing a 4:00 A.M. media event -- The making of "the guru" spot -- James Carville's first win -- What do we tell voters? -- How the message matters -- Why campaigns "go negative" -- A "hugging contenst?" Why negative ads affect election margins -- When going negative backfires -- Going negative in a primary -- Responding to negative attacks -- "What do we tell them?" -- 9. Spinmeister: navigating the news landscape -- Spinmeister turned reporter -- Cautious Clinton versus freewheeling Trump -- A failure of crisis management: "let Herman be Herman" -- Inoculation: preparing for bad news -- How do we reach them? What do we tell them? -- "Your best friend or your worst enemy?" -- Earning media -- Digital and social media -- Working and helping the refs -- The changing news landscape -- Using new media to make old-media news -- 10. Field general: waging the war on the ground -- How do we reach them? -- The two-step process: deciding to vote and voting for or against a candidate -- "Old-fashioned grunt work" -- 11. Strategy enforcer: keeping a day-to-day focus on the long-term path to victory -- Clinton-Gore 1992: "the best campaign ever" -- Keeping the campaign team on strategy -- Inheriting a team, executing a strategy -- How are we doing? -- Strategy enforcer in the age of super PACS -- Fusing the strategic vision with the campaign team -- 12. 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 -- Appendices -- Appendix A: The rise of the campaign webheads -- Appendix B: Bubble charts: how campaigns use consumer data to understand voters -- Appendix C: A case study exercise in campaign media planning -- Appendix D: A case study in crisis management. |
| Access |
Use copy Restrictions unspecified MiAaHDL |
| Reproduction |
Electronic reproduction. [Place of publication not identified]: HathiTrust Digital Library. 2020. MiAaHDL |
| System Details |
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
| Processing Action |
digitized 2020. HathiTrust Digital Library committed to preserve MiAaHDL |
| Summary |
"Inside Campaigns: Elections Through the Eyes of Political Professionals is essential reading not only for students interested in running campaigns and for journalism students who want to cover politics, but for campaign operatives generally and journalists who want to raise the level of their game. In fact, it's good reading for everybody."--Thomas B. Edsall, Columbia Graduate School of Journalism "Much of our useful knowledge sits at the intersection of disciplines. Inside Campaigns demonstrates that through a skillful combination of political science with management in a highly readable and practical format. A first for this field!" -Leonard A. Schlesinger, Baker Foundation Professor-Harvard Business School, President Emeritus-Babson College Inside Campaigns, Second Edition takes readers on a journey into the world of campaign managers. Powered by scores of interviews and surveys of political professionals, the book considers the purpose, potency, and poetry of modern political campaigns in the US. The expert author team draw from years of scholarly research and professional campaign experience to guide readers on a behind-the-scenes tour of the ways campaigns are managed, the strategies that are employed, the roles played by both staff and the candidates, and the affects election outcomes have on American democracy. Readers will develop an understanding of what campaigns do and why they matter, as well as gain practical skills for working in a campaign or advocating for a cause. New to the Second Edition: " A case study created from an in-depth interview with Bernie Sanders' top digital decision-makers describes how the Sanders' campaign used digital media to harness the energy of their highly motivated base supporters. This case shows students a real-life campaign decision-making situation, and demonstrates how campaigns use new digital media to drive traditional news media coverage." A unique joint interview with the top media buyers from the Clinton and Trump campaigns reveals how each campaign tracked the other's advertising and adjusted their own advertising based on competitive tracking information. This interview illustrates to students how modern campaigns use media tracking technologies to monitor their opposition and spend tens of millions of dollars at the presidential level." A top Trump digital manager shares inside details of how the Republican National Committee moved quickly to help build out the Trump digital operations after it was clear that Trump would be the party's presidential nominee. This insight helps students understand how the Trump campaign answered, "What do we tell them?" by testing messages online, including recycling Trump's personal tweets in instant messages and emails." The differences between how the Clinton and Trump campaigns managed the news media are highlighted in a case study of one journalist's experiences covering both campaigns. This case study helps the student build skills for becoming a "spinmeister" who handles day-to-day relationships with the news media. The authors' research surprisingly reveals that, behind the scenes, Trump was much more available to reporters than Clinton, despite Trump's continuous public attacks on the "fake news media." |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Campaign management -- United States.
|
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Campaign management. |
|
United States. |
| Genre/Form |
Electronic books.
|
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Electronic books.
|
| Added Author |
Goldstein, Kenneth M., 1965- author.
|
|
Dallek, Matthew, 1969- author.
|
| Other Form: |
Print version: Feltus, William J. Inside campaigns. Second edition. Thousand Oaks, California : CQ Press, an imprint of SAGE Publications, Inc., [2019] (DLC) 2018006752 (OCoLC)1023823183 |
| ISBN |
9781544316772 (ebook) |
|
1544316771 |
|
9781544316758 (e-book) |
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1544316755 |
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9781544316741 (paperback ; acid-free paper) |
|
1544316747 (paperback ; acid-free paper) |
|
9781544316765 (electronic book) |
|
1544316763 (electronic book) |
|
