Contents

Chapters in this book

1. Frontmatter i
2. Contents v
3. Introduction 1
4. The National Annenberg Election Survey 3
5. Chapter 1. The Vice Presidential Campaign 13
6. Chapter 2. Campaign Management and Field Operations 34
7. Chapter 3. Campaign Organization and Strategy 55
8. Chapter 4. The Role of Polling 84
9. Chapter 5. Advertising 108
10. Chapter 6. The Campaign and the Press 135
11. Chapter 7. Political Party Panel 151
12. Chapter 8. Democratic/Liberal Panel 168
13. Chapter 9. Republican/Conservative Panel 196
14. Index 217