Inside Campaigns: Elections through the Eyes of Political Professionals
Autor William J. Feltus, Kenneth M. Goldstein, Matthew J. (Jeremy) Dalleken Limba Engleză Electronic book text – 17 iul 2018
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Specificații
ISBN-13: 9781544316789
ISBN-10: 154431678X
Pagini: 368
Dimensiuni: 152 x 229 mm
Ediția:Second Edition
Editura: SAGE Publications
Colecția CQ Press
Locul publicării:Washington DC, United States
ISBN-10: 154431678X
Pagini: 368
Dimensiuni: 152 x 229 mm
Ediția:Second Edition
Editura: SAGE Publications
Colecția CQ Press
Locul publicării:Washington DC, United States
Recenzii
“I
was
impressed
not
only
by
the
purpose
of
the
authors—to
bring
real-world
perspectives
to
the
study
of
an
immensely
important
part
of
the
overall
topic
of
campaigns
and
elections—but
also
by
their
fascinating
take
on
the
debate
over
the
degree
to
which
campaigns
matter.”
“The content is built upon what many real professional think is most critical in campaigns. The voice of the campaign professionals comes through.”
“[The] extensive interviews that the authors did with campaign managers [result] in an insider view that is typically not present in a book written by political scientists.”
“Complicating issues are explained clearly for even the novice political science student.”
“The use of testimony and statements from practitioners, who are well-known and less well-known, provides the book with an air of authenticity.”
"Much of our useful knowledge sits at the intersection of disciplines. Inside Campaignsdemonstrates that through a skillful combination of political science with management in a highly readable and practical format. A first for this field!"
“The content is built upon what many real professional think is most critical in campaigns. The voice of the campaign professionals comes through.”
“[The] extensive interviews that the authors did with campaign managers [result] in an insider view that is typically not present in a book written by political scientists.”
“Complicating issues are explained clearly for even the novice political science student.”
“The use of testimony and statements from practitioners, who are well-known and less well-known, provides the book with an air of authenticity.”
"Much of our useful knowledge sits at the intersection of disciplines. Inside Campaignsdemonstrates that through a skillful combination of political science with management in a highly readable and practical format. A first for this field!"
Cuprins
Preface
Acknowledgments
List of Tables, Figures, and Boxes
Chapter 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
Chapter 2. Political Math
The Fundamentals
The Role of Fundamentals: From Demographics to Party ID
Share and Performance
Blue Wall Math
Summary
Chapter 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 Do We Need?
How Do We Reach Them?
What Do We Tell Them?
How Are We Doing?
What Are Our Opponents and Allies Doing?
Summary
Chapter 4. Entrepreneur and Chief Financial Officer: Launching and Sustaining the Campaign
Spending and Margins
The Money Advantage
How Money Matters (Decisions)
“The Nightmare of All Campaigns” (Fundraising)
Summary
Chapter 5. Team Builder: Embracing the Personal Side of Politics
Team Building in Trump’s Organization
Jen Pihlaja
Team Builder: “A Big Cheerleader”
Chapter 6. Ideologist and Policy Wonk: Standing for Something
“An Altitude of 30,000 Feet”
Clinton as Policy Wonk
Campaign Manager as Policy Wonk
The Frustrated Policy Wonk
Summary
Chapter 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 GRP’s do we have?”
"How Many Gross Rating Points Do I Need?”
The Business of Political TV Advertising
Today’s Media Mix: More than TV
Chapter 8. Producer and Stage Manager: Creating and Presenting the Campaign’s Messages
Producing a 4 a.m. Media Event
The Making of the “Guru Spot”
What Do We Tell Voters?
How the Message Matters
Why Campaigns “Go Negative”
“A Hugging Contest?”: Why Negative Ads Affect Election Margins
Going Negative in a Primary
Responding to Negative Attacks
Summary
Chapter 9. Spinmeister: Navigating the News Landscape
Spinmeister Turned Reporter: A Case Study
Cautious Clinton versus Risk-taking 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”
Earned Media
Digital and Social Media
The Changing News Landscape
Making News with Both New Media and Old Media
Chapter 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”
Summary
Chapter 11. 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
Inheriting a Team: Executing a Strategy
Strategy Enforcer in the Age of Super Political Action Committees
How Are We Doing?
Chapter 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
Appendixes: Teaching and Research Resources
Appendix A. Campaign Manager Survey Questionnaire Library
Appendix B. Interview with Doug Bailey
Appendix C. Manager Profile—Katie Merrill: Managing in the California Big Leagues
Appendix D. Manager Profile—Reed Galen: Just Say No
Appendix E. The Audacity of Smoke: The Rise and Fall of the Unorthodox Herman Cain Campaign
Index
About the Authors
Acknowledgments
List of Tables, Figures, and Boxes
Chapter 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
Chapter 2. Political Math
The Fundamentals
The Role of Fundamentals: From Demographics to Party ID
Share and Performance
Blue Wall Math
Summary
Chapter 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 Do We Need?
How Do We Reach Them?
What Do We Tell Them?
How Are We Doing?
What Are Our Opponents and Allies Doing?
Summary
Chapter 4. Entrepreneur and Chief Financial Officer: Launching and Sustaining the Campaign
Spending and Margins
The Money Advantage
How Money Matters (Decisions)
“The Nightmare of All Campaigns” (Fundraising)
Summary
Chapter 5. Team Builder: Embracing the Personal Side of Politics
Team Building in Trump’s Organization
Jen Pihlaja
Team Builder: “A Big Cheerleader”
Chapter 6. Ideologist and Policy Wonk: Standing for Something
“An Altitude of 30,000 Feet”
Clinton as Policy Wonk
Campaign Manager as Policy Wonk
The Frustrated Policy Wonk
Summary
Chapter 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 GRP’s do we have?”
"How Many Gross Rating Points Do I Need?”
The Business of Political TV Advertising
Today’s Media Mix: More than TV
Chapter 8. Producer and Stage Manager: Creating and Presenting the Campaign’s Messages
Producing a 4 a.m. Media Event
The Making of the “Guru Spot”
What Do We Tell Voters?
How the Message Matters
Why Campaigns “Go Negative”
“A Hugging Contest?”: Why Negative Ads Affect Election Margins
Going Negative in a Primary
Responding to Negative Attacks
Summary
Chapter 9. Spinmeister: Navigating the News Landscape
Spinmeister Turned Reporter: A Case Study
Cautious Clinton versus Risk-taking 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”
Earned Media
Digital and Social Media
The Changing News Landscape
Making News with Both New Media and Old Media
Chapter 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”
Summary
Chapter 11. 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
Inheriting a Team: Executing a Strategy
Strategy Enforcer in the Age of Super Political Action Committees
How Are We Doing?
Chapter 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
Appendixes: Teaching and Research Resources
Appendix A. Campaign Manager Survey Questionnaire Library
Appendix B. Interview with Doug Bailey
Appendix C. Manager Profile—Katie Merrill: Managing in the California Big Leagues
Appendix D. Manager Profile—Reed Galen: Just Say No
Appendix E. The Audacity of Smoke: The Rise and Fall of the Unorthodox Herman Cain Campaign
Index
About the Authors