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• Contents
• Acknowledgments
• Introduction
• Understanding the Industry
• 1. Consultants and Candidates
• 2. A Brief History of Political Advertising on Television
• 3. Political Communication Center
• Laws and Regulations
• 4. Political Advertising and the First Amendment
• 5. Electronic Media and Congressional Politics
• 6. The States and Campaign Finance Laws
• Techniques and Types
• 7. Television Ads and Video
• 8. Newspaper Advertising
• 9. Radio Advertising
• 10. Outdoor Advertising
• 11. Earned Media
• 12. Speechwriting
• 13. Modern Campaign Polling
• 14. Focus Groups
• 15. Local Television News and Political Campaigns
• 16. Get Out the Vote
• 17. Independent Content
• 18. Public Journalism
• 19. Online Political Advertising
• 20. Evaluating Campaign Websites
• 21. Online Social Networks and Political Campaigns
• Constituencies
• 22. Older Voters
• 23. The Religious Conservative Voter
• 24. Young Voters
• 25. The Latino (Hispanic) Voter
• 26. Race and Southern Politics
• 27. Informing Insiders
• Contributors
• Index
• A
• B
• C
• D
• E
• F
• G
• H
• I
• J
• K
• L
• M
• N
• O
• P
• Q
• R
• S
• T
• U
• V
• W
• X
• Y
• Z