ABSTRACT
Designing a campaign properly is a creative process that involves intuition, experience, and some luck in personnel and consultant selection. Campaigning is an art form, a peculiar one and an expensive one, but very inherently an and not a science Spending more money on media and paraphernalia can never be an assurance of victory. Washington's campaign features a strong pulling operation (69 percent of all registered blacks voted), posters and buttons, black radio, and near the end TV spots to refute opponents' negative campaigns. Blacks were canvassed and motivated to vote. Although each campaign has unique elements, almost all have similar characteristics as well. Fund raising, logistics, and certain other problems that candidates face are almost universally shared. Others are common but do not characterize all campaigns. In many campaigns, media people or advertising people assume control of theme development, often without using sophisticated research even if that research happens to be available.
