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| Series Foreword | |
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| Preface | |
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| Principles of Political Campaign Communication | |
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| Communication and Political Campaigns: A Prologue | |
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| Importance of Political Campaigns | |
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| Changes in the Political Campaign | |
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| Technology in the 1996 Presidential Campaign | |
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| Communication and Political Campaigns | |
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| Organization and Preview of Chapters | |
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| Communicative Functions of Political Campaigns | |
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| First Political Stage: Surfacing | |
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| Second Political Stage: Primaries | |
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| Third Political Stage: Nominating Conventions | |
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| Fourth Political Stage: The General Election | |
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| Conclusions | |
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| Communicative Styles and Strategies of Political Campaigns | |
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| Preliminary Considerations | |
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| Styles and Strategies of Campaigns | |
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| Conclusions | |
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| Communicative Mass Channels of Political Campaigning | |
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| Early Studies | |
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| Contemporary Studies | |
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| Conclusions | |
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| Communicative Types and Functions of Televised Political Advertising | |
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| Historical Development | |
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| Types and Functions of Political Ads | |
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| Televised Attack Advertising When the Candidate Is a Woman | |
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| A Final Question | |
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| Conclusions | |
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| Practices of Political Campaign Communication | |
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| Public Speaking in Political Campaigns | |
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| The Decision to Speak | |
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| The Speech | |
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| Political Speechwriting | |
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| Surrogate Speakers | |
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| Conclusions | |
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| Recurring Forms of Political Campaign Communication | |
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| Announcement Speeches | |
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| Acceptance Addresses | |
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| News Conferences | |
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| Apologias | |
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| Conclusions | |
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| Debates in Political Campaigns | |
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| History of Political Debates | |
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| Deciding Whether to Debate | |
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| Applying the Conditions Requisite for Political Debates | |
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| Political Debate Strategies | |
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| Effects of Political Debates | |
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| Conclusions | |
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| Interpersonal Communication in Political Campaigns | |
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| Interpersonal Communication between Candidates and Voters | |
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| Interpersonal Communication between the Candidate and Prospective Financial Contributors | |
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| Interpersonal Communication between Voters | |
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| Conclusions | |
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| Advertising in Political Campaigns | |
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| Developing a Master Plan for Political Advertising | |
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| Basic Considerations in the Selection of Political Advertising Media | |
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| Campaign Advertising Strategies | |
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| Media and Other Types of Political Consultants | |
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| Functions of Political Consultants | |
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| Conclusions | |
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| Political Campaign Communication: An Epilogue | |
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| Selected Bibliography | |
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| Index | |