Paul Herrnson combines top-notch research with real-world politics as he argues that successful candidates run two campaigns: one for votes, the other for resources. Using campaign finance data, original survey research, and hundreds of interviews with candidates and political insiders, Herrnson looks at how this dual strategy affects who wins and how it ultimately shapes the entire electoral system. The Seventh Edition considers the impact of the Internet and social media on campaigning; the growing influence of interest groups in the wake of the Supreme Court's Citizens United ruling; and the influence of new voting methods on candidate, party, and voter mobilization tactics.

Chapter 1: The Strategic Context The Candidate-Centered Campaign The Institutional Framework Political Culture Campaign Technology The Political Setting Recent Congressional Elections Summary Chapter 2: Candidates and Nominations Strategic Ambition Passing the Primary Test Nominations, Elections, and Representation The Senate Summary Chapter 3: The Anatomy of a Campaign Campaign Organizations Campaign Budgets Senate Campaigns Summary Chapter 4: The Parties Campaign National Agenda Setting The 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 Summary 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 Summary 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 Summary Chapter 7: Campaign Strategy Voting Behavior Voters and Campaign Strategy Gauging Public Opinion Voter Targeting The Message Summary Chapter 8: Campaign Communications Television Advertising Radio Advertising Newspaper Advertising Direct Mail and Newsletters Telephone Calls The Internet and Social Media Free Media Field Work The Importance of Different Communications Techniques Outside Campaigns Summary Chapter 9: Candidates, Campaigns, and Electoral Success House Incumbent Campaigns House Challenger Campaigns House Open-Seat Campaigns Senate Campaigns Claiming Credit and Placing Blame Summary Chapter 10: Elections and Governance The Permanent Campaign A Decentralized Congress Political Parties as Centralizing Agents Responsiveness, Responsibility, and Public Policy Summary Chapter 11: Campaign Reform The Case for Reform Obstacles to Reform Some Ideas for Reform Summary Notes Notes Name Index Index