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Tables of Contents for Political Consultants and Negative Campaigning
Chapter/Section Title
Page #
Page Count
List of Tables
List of Figures
Preface
Acknowledgements
Chapter 1 Introduction
1
6
Chapter 2 The Negative Campaign
7
18
Chapter 3 Successful Attack Strategies
25
12
Chapter 4 Spiro Agnew for Vice President?: The Use of Humor in Negative Ads
37
12
Chapter 5 Negativity is in the Eye of the Beholder
49
14
Chapter 6 When Do Campaigns Go Negative?
63
16
Chapter 7 Communicating Attack Messages
79
18
Chapter 8 Party and Gender Differences Among Consultants
97
12
Chapter 9 There's No Substitute for Experience: How Consultants Traits Such as Age And Experience Affect Media Selection
109
12
Chapter 10 Telephones and Push Polls: Reach Out and Smack Someone
121
8
Chapter 11 Case Studies
129
22
1. The Ballad of Margie Lopp
129
6
2. A Senator, a Colonel, and a Marshall
135
10
3. A Jersey Street Fight
145
6
Chapter 12 Toward the Millenium
151
6
Appendix
157
10
Bibliography
167
6
Index
173
2
Author
175