Hershey Chapter 11

Question 1

Significance of polls/databases for election campaigns

Answer 1

1. Allows parties to get as much info as possible about prospective voters/voting histories.
2. Used to mine for prospective voters and for hurting the other party.

Question 2

Canvassing

Answer 2

1. The multiple ways use platforms to persuade voters, such as GOTV/Door-to-Door campaigns
2. T.V., Internet, and social media use narrowcasting to consolidate party voters
3. Also reach out to different aspects across the party via mass media/TV broadcasting

Question 3

Direct Contact Methods

Answer 3

1. Direct Mail- targeted to specified audience directly
2. E-mail- cheap/effective for support/donations
3. Text messages- quick donate programs/awareness
4. Social networking- best way to get average people in into campaigning and sharing w/friends
5. Twitter- Relays negative feelings on other parties

Question 4

72-Hour Project of 2002

Answer 4

1. Republican strategy that flooded competitive precincts in last 72 hours of the election
2. Utilized mass volunteers/paid staffers to increase vote turnout.

Question 5

Micro-Targeting/Niche Marketing

Answer 5

1. Micro targeting- using electoral/consumer data to pin point individual’s interests and connecting to them
2. Niche Marketing- utilizing people’s interests and sending out specific messages that impact them

Question 6

Robocalls

Answer 6

1. Automated phone calls to large amounts of people on a campaign’s target list.
2. Computer/Volunteer generated

Question 7

Push Polling

Answer 7

1. Political attack messages disguised as public opinion polls

Question 8

Circumstances for effective negative ads/campaigning

Answer 8

1. Good for attacking unknown challengers that don’t have much public opinion
2. The ads are memorable/emotionally stimulating
3. Helpful before people select candidates, otherwise lowers vote turnout or offends voters.

Question 9

Why Campaigns matter

Answer 9

1. Has impact on voter turnout/knowledge of the candidate

2. Canvassing increases voter turnout, and requites the finances/information created by a campaign

Question 10

Why Campaigns don’t matter

Answer 10

1. Inconsistency of media hurts campaigns in not supporting a consistent message to voters
2. People ignore information they don’t want to hear, DEMS/REPS polarize with info/media.