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Tables of Contents for The Manship School Guide to Political Communication
Chapter/Section Title
Page #
Page Count
Foreword
xiii
Raymond D. Strother
Acknowledgments
xv
Introduction
1
10
David D. Perlmutter
Understanding the Industry
A Prehistory of Media Consulting for Political Campaigns
11
8
Robert V. Friedenberg
Present at the Creation (of Modern Political Consulting)
19
8
Joseph Napolitan
A Brief History of Political Advertising on Television
27
6
Darrell M. West
Political Consultants as News
33
6
Amy Keller
Political Consultants in American Film
39
8
Phillip L. Gianos
Corporations as Candidates
47
5
Matthew Dowd
International Political Consulting
52
6
Rick Ridder
Luther Symons
Getting Started in Political Consulting
58
9
Kim Levine
Laws and Regulations
Political Advertising and the First Amendment
67
10
Louis A. Day
Politicians and Television Time
77
7
Ronald Garay
PACs and Campaign Finance
84
11
Edward Zuckerman
Techniques and Types
Modern Campaign Polling
95
12
Bill Hamilton
Dave Beattie
Opposition Research
107
7
John Bovee
Focus Groups in Political Campaigns
114
8
Joseph A. Glick
Political Media Buying
122
9
Jon M. Hutchens
GOTV: Get Out the Vote
131
6
Gerald S. Tyson
Telephone and Direct Mail
137
10
Walter D. Clinton
Anne E. Clinton
Stealth Campaigning
147
5
Ann E. W. Stone
Outdoor Advertising
152
4
Sean Reilly
Print Ads
156
8
Thomas N. Edmonds
Radio Ads
164
7
Bill Fletcher
Voice-Overs
171
5
Sheldon Smith
Preparing Candidates for Television
176
10
Raymond D. Strother
Television Ads
186
10
Dane Strother
Nonbroadcast Video
196
5
Don Walter
Earned Media
201
8
Bud Jackson
Speechwriting
209
8
Trevor Parry-Giles
Issue Advocacy
217
9
Ben Goddard
Pro Bono Work
226
7
Diana Daggett
New Technologies
Online Campaigning
233
8
Lynn Reed
The Internet and Campaign '98
241
8
Jay Perkins
Evaluating Political Web Sites
249
4
Matthew M. Reavy
Software for Political Campaigns
253
8
Tony Paquin
Constituencies
The African American Vote
261
7
Donna L. Brazile
Race Issues and Political Campaigns in the South
268
5
Wayne Parent
The Hispanic Vote
273
8
Armando Gutierrez
The Religious Conservative Voter
281
7
Charles H. Cunningham
Informing Insiders: The Political Newsletter
288
7
Steven R. Avellino
Philosophies
Consultants and Clients
295
9
John Franzen
The Good that Political Consultants Do
304
7
Rob Allyn
Candidates as Fund-Raisers
311
8
Tom King
Resources
The Political Communication Center
319
3
Lynda Lee Kaid
Resources for Political Consulting
322
5
Carol Hess
The American Political Consultant: A Profile
327
6
David D. Perlmutter
H. Denis Wu
Contributors
333
8
Index
341