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This study examines the role of campaign conversation in the generation and diffusion of campaign effects. Based on Hornik's social diffusion model of campaign influence, this study tests whether campaign conversation, along with campaign exposure, can be a process through which a campaign affects a person's health perceptions using secondary analyses of the TruthSM campaign data. The results of a multilevel modeling of the Legacy Media Tracking Survey (LMTS) data ( n = 10,357) show that the effect of the TruthSM campaign activity in the media on individuals' smoking-related beliefs was conveyed through campaign exposure and campaign conversation. Theoretical and practical implications for campaign planning and evaluation are discussed in this article.

AbstractPolitical campaigns are dynamic struggles between candidates to define the informational context for voters. Although much research describes how campaigns unfold or explores their effects on voters, less attention has been given to developing and testing a dynamic theory of candidate interaction during campaigns. In this study, the authors examine three different theories of candidate behavior, testing each using data on the TV advertisements aired in 23 gubernatorial elections held in 2002. The analysis examines both the total advertising efforts and the total negative advertising efforts of candidates in these races, differentiating between candidates based on partisanship, incumbency status, and whether they won or lost. The authors find support for all three theories, demonstrating their complementary nature and the value of analyzing campaigns as dynamic processes.

Seasoned union organizers report that the higher the degree of management resistance to unions, the lower the proportion of workers voting for union representation. There is no doubt that intensive resistance to a unionization effort, particularly to activity in the early stages of the union campaign and before a petition is filed, is one of the more significant determinants of the results of an election. Although not guaranteed, a formula for developing a pre‐petition campaign strategy involves the following points.

The Issue Campaign seeks to apply classroom information about issues, the Congress, interest groups, and the media to a "real life" campaign designed by the student. Multiple aspects of an issue campaign are addressed, including lobby products and a media/grassroots strategy. The Campaign may be presented in whole or in parts and is designed to exploit a variety of skills including analytical, persuasive and creative.

This article develops and tests a causal model of campaign intensity in U.S. Senate elections. Although campaign intensity has received a considerable amount of scholarly attention in recent years, no study has explicitly attempted to model the factors contributing to varying levels of intensity across campaigns. This article draws on data from the NES 1988-1992 Pooled Senate Election Study, a content analysis of newspaper coverage of Senate races, and a data set of candidates' positions across a wide variety of issue dimensions to develop and test a model of intensity. Results indicate that aspects of incumbent vulnerability, challenger quality, and the political environment all significantly influence intensity levels.