ABSTRACT
One of the great transformations in the American political realm is the professionalization of electoral campaigns. Presidential campaigns now begin over two years before the election, and speculation begins the day after an election. Campaigns spend hundreds of millions of dollars on mobilization and advertising. And entire industries of professional operatives and consultants have sprung up, always ready to begin the next campaign. Such constant campaigning is unknown in other countries. Our British brethren still begin political campaigns some 21 days before an election. Television advertisements at the constituency level are rare. And total costs are far less. The campaign is perhaps the most influential and important institution in the American political process, but our knowledge of political campaigns is at best rudimentary.
