图书简介

Tables and Figures \\ Preface \\ Authorship and Acknowledgments \\ Introduction \\ Chapter 1 The Strategic Context \\ The Candidate-Centered Campaign \\ The Institutional Framework \\ Political Culture \\ Campaign Technology \\ The Political Setting \\ Recent Congressional Elections \\ Chapter 2 Candidates and Nominations \\ Strategic Ambition \\ Passing the Primary Test \\ Nominations, Elections, and Representation \\ The Senate \\ Chapter 3 The Anatomy of a Campaign \\ Campaign Organizations \\ Campaign Budgets \\ Senate Campaigns \\ Chapter 4 The Parties Campaign \\ National Agenda-Setting \\ National, Congressional, and Senatorial Campaign Committees \\ Strategy, Decision-Making, and Targeting \\ Campaign Contributions and Coordinated Expenditures \\ Campaign Services \\ Outside Campaigns \\ The Impact of Party Campaigning \\ Chapter 5 The Interests Campaign \\ Organizing for Electoral Influence \\ Strategy, Decision-Making, and Targeting \\ PAC Contributions \\ Campaign Services \\ Outside Campaigns \\ The Impact of Interest Group Activity \\ Chapter 6 The Campaign for Resources \\ Inequalities in Resources \\ House Incumbents \\ House Challengers \\ Candidates for House Open Seats \\ Senate Campaigns \\ Single-Candidate Super PACs and 501(c) Organizations \\ Female Candidates, Political Movements, and Campaign Fundraising \\ Chapter 7 Campaign Strategy \\ Voting Behavior \\ Voters and Campaign Strategy \\ Gauging Public Opinion \\ Voter Targeting \\ The Message \\ Chapter 8 Campaign Communications \\ Television Advertising \\ Radio Advertising \\ Newspaper Advertising \\ Direct Mail and Newsletters \\ Telephone Calls \\ Digital Advertising \\ Free Media \\ Attracting Coverage \\ Fieldwork \\ The Importance of Different Communications Techniques \\ Outside Campaigns \\ Chapter 9 Candidates, Campaigns, and Electoral Success \\ House Incumbent Campaigns \\ House Challenger Campaigns \\ House Open-Seat Campaigns \\ Senate Campaigns \\ Claiming Credit and Placing Blame \\ Chapter 10 Elections and Governance \\ The Permanent Campaign \\ A Decentralized Congress \\ Political Parties as Centralizing Agents \\ Responsiveness, Responsibility, and Public Policy \\ Chapter 11 Campaign Reform \\ The Case for Reform \\ Obstacles to Reform \\ The BCRA and the DISCLOSE Act \\ The NVRA and the HAVA \\ Some Ideas for Reform \\ Notes \\ Name Index \\ Index

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