| Series Foreword | p. xi |
| Preface | p. xv |
| Principles of Political Campaign Communication | p. 1 |
| Communication and Political Campaigns: A Prologue | p. 3 |
| Importance of Political Campaigns | p. 3 |
| Changes in the Political Campaign | p. 5 |
| Technology in the 1996 Presidential Campaign | p. 12 |
| Communication and Political Campaigns | p. 14 |
| Organization and Preview of Chapters | p. 15 |
| Communicative Functions of Political Campaigns | p. 19 |
| First Political Stage: Surfacing | p. 19 |
| Second Political Stage: Primaries | p. 31 |
| Third Political Stage: Nominating Conventions | p. 43 |
| Fourth Political Stage: The General Election | p. 55 |
| Conclusions | p. 57 |
| Communicative Styles and Strategies of Political Campaigns | p. 63 |
| Preliminary Considerations | p. 64 |
| Styles and Strategies of Campaigns | p. 76 |
| Conclusions | p. 104 |
| Communicative Mass Channels of Political Campaigning | p. 109 |
| Early Studies | p. 112 |
| Contemporary Studies | p. 119 |
| Conclusions | p. 131 |
| Communicative Types and Functions of Televised Political Advertising | p. 139 |
| Historical Development | p. 140 |
| Types and Functions of Political Ads | p. 145 |
| Televised Attack Advertising When the Candidate Is a Woman | p. 156 |
| A Final Question | p. 164 |
| Conclusions | p. 165 |
| Practices of Political Campaign Communication | p. 171 |
| Public Speaking in Political Campaigns | p. 173 |
| The Decision to Speak | p. 173 |
| The Speech | p. 181 |
| Political Speechwriting | p. 189 |
| Surrogate Speakers | p. 198 |
| Conclusions | p. 202 |
| Recurring Forms of Political Campaign Communication | p. 207 |
| Announcement Speeches | p. 208 |
| Acceptance Addresses | p. 216 |
| News Conferences | p. 225 |
| Apologias | p. 235 |
| Conclusions | p. 242 |
| Debates in Political Campaigns | p. 249 |
| History of Political Debates | p. 252 |
| Deciding Whether to Debate | p. 256 |
| Applying the Conditions Requisite for Political Debates | p. 259 |
| Political Debate Strategies | p. 265 |
| Effects of Political Debates | p. 274 |
| Conclusions | p. 282 |
| Interpersonal Communication in Political Campaigns | p. 293 |
| Interpersonal Communication between Candidates and Voters | p. 294 |
| Interpersonal Communication between the Candidate and Prospective Financial Contributors | p. 302 |
| Interpersonal Communication between Voters | p. 311 |
| Conclusions | p. 314 |
| Advertising in Political Campaigns | p. 319 |
| Developing a Master Plan for Political Advertising | p. 322 |
| Basic Considerations in the Selection of Political Advertising Media | p. 326 |
| Campaign Advertising Strategies | p. 345 |
| Media and Other Types of Political Consultants | p. 349 |
| Functions of Political Consultants | p. 353 |
| Conclusions | p. 357 |
| Political Campaign Communication: An Epilogue | p. 367 |
| Selected Bibliography | p. 375 |
| Index | p. 379 |
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