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Political campaigning reinvents itself at a furious pace. This highly respected text recounts the evolution of modern campaign management and shares strategies and tactics common to American elections. Informed by the practical political experience of three scholarly authors, the book weaves important academic perspectives with insights garnered from close observation of electoral practice. The fifth edition lays out the foundations of modern campaign management, going on to explore critical steps in running a ""new style"" campaign. Using fresh stories and recent research, the book follow

We argue that citizens distinguish the tone of a campaign from the quality of information that it provides and that evaluations on each dimension respond differently to positive and negative political advertising. We test these claims using survey and advertising data from the 2000 presidential campaign and two 1998 gubernatorial races. In each race, citizens separate judgments about the tone of a campaign from judgments about the quality of information they have received. Furthermore, negative campaigning affects the former, but not the latter, set of evaluations. These results have implications for the debate over the impact of negative advertising and for how citizens perceive campaigns as political processes. [Reprinted by permission of Sage Publications Inc., copyright holder.]