Promotional Information

Based upon the authors' research and professional campaign experience, this work presents the theoretical areas upon which political consultants draw when making strategic and tactical decisions in political campaigns.

Table of Contents

Series Foreword by Robert E. Denton, Jr.
Introduction by Dan Nimmo
The Evolution of Political Campaigning
Modern Political Communication Consulting
Understanding the Public Opinion Process in the United States
Understanding Political Leadership
Political Communication Effects
Political Communication Research Methods and Applications
Political Advertising
Legal and Ethical Considerations
References
Index

About the Author

KAREN S. JOHNSON-CARTEE is Professor of Advertising and Public Relations and Speech Communication at The University of Alabama.

GARY A. COPELAND is Professor of Telecommunication and Film and Speech Communication at The University of Alabama.