Winning a presidential election is like operating a successful business. The best and most successful businesses are customer driven. The Marketing of the President documents how political candidates are marketed by the same sophisticated techniques that experts use to sell legal and medical services. Newman addresses issues of serious concern to the health of the political process as he examines the roles of positioning, polling, direct mail, 900 numbers, and television in advertising. Using the 1992 presidential election as a case study, this extraordinary volume reveals how the American political process has been transformed - for better or worse - by the use of marketing techniques. The Marketing of the President important reading for marketing professionals and students interested in nonprofit applications of marketing concepts, or for political scientists and policymakers who are concerned about the increasing role of marketing in political campaigns.

Packaging the Presidency, Third Edition, is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States. Noted political critic Kathleen Hall Jamieson traces the development of presidential campaigning from early political songs and slogans through newsprint and radio, and up to the inevitable history of presidential campaigning on television from Eisenhower to Clinton. The book also covers important issues in the debate about political advertising by touching on the development of laws governing political advertising, as well as how such advertising reflects, and at the same time helps to create, the nature of the American political office. Finally, current public concerns about political advertising are addressed as Jamieson raises the topic of ads dealing mainly in images rather than issues, and of political aspirations becoming increasingly only for the rich, who can afford the enormous cost of television advertising.

Presidents have claimed popular mandates for more than 150 years. How can they make such claims when surveys show that voters are uninformed about the issues? In this groundbreaking book, Patricia Conley argues that mandates are not mere statements of fact about the preferences of voters. By examining election outcomes from the politicians' viewpoint, Conley uncovers the inferences and strategies—the politics—that translate those outcomes into the national policy agenda. Presidents claim mandates, Conley shows, only when they can mobilize voters and members of Congress to make a major policy change: the margin of victory, the voting behavior of specific groups, and the composition of Congress all affect their decisions. Using data on elections since 1828 and case studies from Truman to Clinton, she demonstrates that it is possible to accurately predict which presidents will ask for major policy changes at the start of their term. Ultimately, she provides a new understanding of the concept of mandates by changing how we think about the relationship between elections and policy-making.

As far back as the first debate with John F. Kennedy in 1960, Nixon had learned, bitterly, the importance of television. And as early as 1966, he had set out to master this new media. One of his first moves in putting together a team for the 1968 campaign was the appointment of seasoned advertising and TV professionals. This book examines that move and the many other considerations that went into Richard M. Nixon's 1968 presidential campaign--at the heart of which was the adroit manipulation and use of television.