ABSTRACT
This chapter explores the technologies, information sources, and means of persuasion that candidates now have, which contribute to the candidate-centered nature of most campaigns. Designing strategy for a general election campaign differs in several ways from that in a primary. Candidates now have campaign tools that would have been the envy of campaigners decades ago. Advances in data analytics, social media, voter targeting, and fund-raising have revolutionized campaigning. In big and competitive races, campaigns want to gather as much information as they can about each prospective voter, from issue attitudes to voting histories. Political consultants specialize in particular campaign services. Some consultants buy media time for advertising, focusing on what programs or times of day will benefit each of their candidate clients. National party committees often play a matchmaking role in bringing together consultants and candidates. Television consumes most of a typical campaign’s budget.
