ABSTRACT
The early history of political campaigns is marked by the existence of backroom politicians who were the architects of prominent successful politicians. The proliferation of presidential primary campaigning took the decision-making in the nomination process away from the backroom politicians and placed it squarely in the hands of campaign professionals. Precinct targeting movement toward targeting individuals would continue to progress with the computerization of databases used for direct voter contact. Geodemographic targeting was another step toward more individual-based targeting, with the focus on reaching individuals within zip codes that fell into a particular cluster. Organizations like Moral Majority and the National Conservative Political Action Committee had been active in the 1978 and 1980 elections in opposition to liberal Democratic senators, one of whom had been Birch Bayh. The Internet has presented political campaigns with enormous opportunity. Modern campaigns can now make it possible for volunteers to carry their messages to their own acquaintances in a managed fashion.