Cover Page -- Title Page -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- Understanding the Industry -- 1. Consultants and Candidates -- 2. A Brief History of Political Advertising on Television -- 3. Political Communication Center -- Laws and Regulations -- 4. Political Advertising and the First Amendment -- 5. Electronic Media and Congressional Politics -- 6. The States and Campaign Finance Laws -- Techniques and Types -- 7. Television Ads and Video -- 8. Newspaper Advertising -- 9. Radio Advertising -- 10. Outdoor Advertising -- 11. Earned Media -- 12. Speechwriting -- 13. Modern Campaign Polling -- 14. Focus Groups -- 15. Local Television News and Political Campaigns -- 16. Get Out the Vote -- 17. Independent Content -- 18. Public Journalism -- 19. Online Political Advertising -- 20. Evaluating Campaign Websites -- 21. Online Social Networks and Political Campaigns -- Constituencies -- 22. Older Voters -- 23. The Religious Conservative Voter -- 24. Young Voters -- 25. The Latino (Hispanic) Voter -- 26. Race and Southern Politics -- 27. Informing Insiders -- Contributors -- Index.