The mass marketing of politics democracy in an age of manufactured images

THE MASS MARKETING OF POLITICS This book is dedicated to Judy Newman, my wife and best friend Judy, thank y ou for your loving support and for sharing in my excitement of politics This book is yours as much as it is mine BRUCE L NEWMAN THE MASS MARKETING OF POLITICS DEMOCRACY IN AN AGE OF MANUFACTURED IMAGES SAGE Publications International Educational and Professional Publisher Copyright © 1999 by Sage Publications, Inc All rights reserved No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher For information: SAGE Publications, Inc 2455 Teller Road Thousand Oaks, California 91320 E-mail: order@sagepub.com SAGE Publications Ltd Bonhill Street London EC2A 4PU United Kingdom SAGE Publications India Pvt Ltd M-32 Market Greater Kailash I New Delhi 110 048 India Printed in the United States of America Library of Congress Cataloging-in-Publication Data Newman, Bruce I The mass marketing of politics: Democracy in an age of manufactured images / by Bruce I Newman, p cm Includes bibliographical references and index ISBN 0-7619-0958-3 (cloth: alk paper) ISBN 0-7619-0959-1 (pbk.: alk paper) Electioneering—United States Marketing—United States Presidents—United States—Election Democracy—United States United States—politics and government—20th century I Title JK2281 N484 1999 324.7'2'0973—dc21 00 01 02 03 04 05 Acquisition Editor: Editorial Assistant: Production Editor: Editorial Assistant: Typesetter: Indexer: Harry Briggs Mary Ann Vail Astrid Virding Patricia Zeman Lynn Miyata Cristina Haley 99-6266 Contents Foreword Newton N Minow Preface Introduction The Impact of Marketing on Democracy From Party Politics to Mass Marketing The ABC's of Marketing The Information Highway Strategy The Art of Crafting an Image The Permanent Campaign The Solution Afterword References Additional Reading Name Index Subject Index About the Author Foreword Why are so many voters turned off by today's political campaigns? Why so few people take advantage of their precious right to vote? Why so few citizens participate in politics? Is our democratic process at risk because of apathy and indifference? These important questions are carefully analyzed in this thoughtful book by a respected scholar and marketing expert, Bruce I Newman of DePaul University Newman insightfully sums up his case as follows: Our electoral system originally was set up to give candidates the opportunity to let voters know who they are and what they stand for during the course of a primary campaign However, an interesting twist has taken place in politics today Through the use of scientific polling, candidates now use marketing research to just the opposite, that is, to find out who the voters are and what they want the candidates to stand for Candidates can then feed back to the voters the ideas that they know will sell in the marketplace, (p 16) What is new about this development is the astonishing sophistication of contemporary commercial marketing techniques that are now being used by professional political consultants Primary elections originally were created by reformers who wanted to get rid of the old-fashioned cigar-smoking political bosses in the back room What happened is that we replaced the old bosses with new bosses, described by Newman as political consultants who are now the "coaches and managers who determine the outcome, with the media serving as umpires" (p 18) So, although we might have gotten rid of the old smoke-filled room, the new smoke-free room is occupied by a new breed of bosses who know how to manipulate new marketing techniques to influence voters vii viii THE M A S S M A R K E T I N G OF POLITICS The power of the new consultants extends beyond campaign periods Consultants remain after the election Their advice eliminates the difference between campaigning and governing When a candidate wins an election, he or she brings into office the same consultants who helped win the victory, and the same process continues on A major cause of the problem is our method of campaign finance Former Senator Paul Simon believes that citizens are wrong when they think that Congress is an unresponsive institution To the contrary, both Simon and Newman think that Congress is excessively responsive—to the polls and to campaign contributors The problem, as they perceive it, is that this responsiveness (to the wrong people) is leading to the erosion of national leadership I think that they are right New and creative ideas about campaign finance are needed, including public service television time for candidates that is now provided in most other democracies The British system works very well, and we could adopt it for our country This book is important because it casts new light on the future of campaigns, the future of elections, and the future of the democratic process Today's cynicism about politics is dangerous for our political health and could be deadly for our children We can govern ourselves wisely only if we have abundant, factual, relevant information about candidates' talent and character rather than their consultants' slick versions of what they think we want to see and hear That is why The Mass Marketing of Politics deserves your thoughtful reading and reflection (Former chairman, Newton N Minow Counsel, Sidley & Austin Chicago Federal Communications Commission) Preface The Mass Marketing of Politics makes it very clear why our democracy is on shaky ground: Leaders in Washington, D.C., are completely disconnected from the American people The impeachment of the president of the United States turned into a political campaign, with a reliance on partisanship over the will of the American people When the Monica Lewinsky case broke in January 1998, the American people had a sitting president whose job approval ratings hovered close to 60%, even on the eve of his impeachment by the House of Representatives To the amazement of political analysts, Bill Clinton has successfully manufactured two different images of himself: one as the president and one as a private citizen In fact, many people have questioned how the president has been able to keep the two images separate and distinct in the minds of so many people The answer to that question lies in this book Mass marketing techniques that have made Coca-Cola a household name have been used by Clinton to communicate with the American people The key difference is that the vast majority of Americans know Clinton only from the image they see of him on television The White House knows this and has spent millions of dollars on polling and focus groups to monitor how people perceive the president's ideas There are no limits to the use of polls in the modern presidency, including Clinton's use of this tool to monitor the mood of the nation before deciding that it was not in his best political interests to tell the American people the truth about his relationship with Lewinsky The presidency has turned into a "permanent campaign," making reliance on mass marketing techniques inevitable and potentially dangerous to the health of our democracy The ideas expressed in this book move back and forth between the world of corporations and their products and the world of politicians and their ideas The reader will find comparisons of the image manufacturing of successful compa1 ix References 153 Souza, P (1998, April 5) Decisive moments are few when you must capture history on cue Chicago Tribune (Perspective), pp 1,10 Stevenson, S (1998, January 22) Invisible ink: How the story everyone's talking about stayed out of the papers Slate: Tangled Web Tackett, M (1995a, May 25) Candidates go on-line to net votes Chicago Tribune, sec 1, pp 1, 22 Tackett, M (1995b, February 23) '96 money game: More early primaries put premium on big political war chests Chicago Tribune, sec 1, p 14 Tackett, M (1996, August 9) Right-wing rules on GOP platform Chicago Tribune, sec 1, pp 1, 24 Tackett, M (1997, January 17) Outgoing GOP chief issues warning Chicago Tribune, sec 1, p Tackett, M (1998, June 19) A record low turnout possible in November Chicago Tribune, sec 1, p Tech report (1998, January 23) USA Today Terris, M., & Jaye, Ε (1995, September) The art of the self-mailer: How to grab attention step-by-step Campaigns & Elections, pp 34-35 The War Room Documentary film on the 1992 Clinton presidential campaign Thurber, J Α., & Nelson, C J (Eds.) (1995) Campaigns and elections American style Boulder, CO: Westview Ullmann, O (1995, May 22) Maybe even the general can't outflank the two-party system Business Week, pp 57-58 Van, J (1997, April 27) Telecommuter Congress Chicago Tribune, sec 2, pp 1, Warren, J (1995, May 14) No more shades of gray Chicago Tribune, sec 5, p Warren, J (1997, December 3) The campaign merry-go-round requires ever-deeper pockets Chicago Tribune, sec 1, pp 1, 28 White, T (1961) The making of the president New York Atheneum House Woodward, B (1994) The agenda: Inside the Clinton White House New York: Simon & Schuster Wright, R (1995, January 23) Hyper democracy Time, p 18 Zorn, E (1995, December 14) Internet freedom calls up worries of a bygone era Chicago Tribune, sec 2, p Additional Reading Egan, J J (1995, August 27) Time to practice the "L" word again? Chicago Tribune, sec 4, p Garland, S B., & Dunham, R S (1993, February 22) Polling for policy Business Week, pp 34-35 Kelly, M (1992, November 12) The making of a first family: A blueprint New York Times, sec 1, p Klein, J (1993, June 7) What's wrong? Newsweek, pp 16-19 Kramer, M (1995, September 15) Just like Ike Time, pp 73-74 Neikirk, W (1994, August 23) Clinton's cliffhangers chip away at his image Chicago Tribune, sec 1, pp 1, 11 Newman, Β I (1992, June) Gulf and Bush / Bush and Gulf: U.S pre- and post-war propaganda—One year later Werbeforschung & Praxis, pp 3-9 Newman, Β I (1994, February) The forces behind the merging of marketing and politics Werbeforschung & Praxis, pp 41-47 Newman, Β I., & Sheth, J N (1985) Political marketing: Readings and annotated bibliography Chicago: American Marketing Association Newman, Β I., & Sheth, J N (1987) A theory of political choice behavior New York: Praeger Schmuhl, R (1994, January 20) 1993: Clinton's roller-coaster year Chicago Tribune, sec 1, p 21 Seib, G E, & Stout, H (1997, January 20) Clinton plans to turn to the political center if he can find it Wall Street Journal, pp Al, Al Stanton, W J (1971) Fundamentals of marketing New York: McGraw-Hill Tackett, M (1998, September 17) Televised images can cast unflattering light Chicago Tribune, p 21 Van, J (1996, January 8) Cybercafés serving a blend with byte Chicago Tribune, sec 1, pp 1, 12 Worthington, R (1997, January 12) ONTHERECORD Chicago Tribune, sec 2, p 155 Name Index Ailes, Roger, 114 Alexander, Lamar, 104, 128 Armey, Dick, 79 Begala, Paul, 114 Bentsen, Lloyd, 90 Bernstein, Carl, 52 Biden, Joseph, 105 Blair, Tony, 29 Borger, Gloria, 132 Brill, Steven, 119 Brown, Jerry, 53 Buchanan, Pat, 76, 80 Bush, George, approval ratings, 113 market segmentation, 44 1992 election, 42, 76-77 1988 election, 26-27, 30, 40, 44, 74-76 Carter, Jimmy: approval ratings, 113 image, , 1976 campaign, 24 1980 campaign, 72-73 policymaking, 113 television and, Clinton, William J., access t o , approval ratings, 82, 88, 112, 113 campaign strategy, gays in military and, 41 Hollywood connections, 103, 105, 114 image, 88, 93, 95-102, 105 impeachment campaign, 118-119 management style, 115 marketing missteps, 112-114 market segmentation, 4 1992 campaign, 6-7, 27-28, 42, 76-77, 83 1996 campaign, 49, 60, 79-81, 103-104, 116, 127-128 permanent campaign, 111-121 policymaking and, 113, 115 presence, 90 railroad campaign, 49 repositioning of, 80 Republican Congress and, 117 sexual liaisons, 51, 59, 60-62, 82, 83, 88, 97, 106, 118-119, 131 town hall meetings, 52 Velcro president, 106 Clinton, Hillary Rodham, , 1 , , 111, 118 Coolidge, Calvin, 104 Cronkite, Walter, 11 Cuomo, Mario, 126 Davis, Gray, Deaver, Michael, 14, 25, 105-106 Dionne, E J., Jr., 125 157 158 THE MASS M A R K E T I N G OF POLITICS Dole, Bob, 10, 56, 60, 79-81, 100, 103, 126, 127-128 Dole, Elizabeth, 81, 105 Drudge, Matt, 59, 60-61 Dukakis, Michael, 26-27, 30, 40, 74-76, 89-90 Masters, Roger D., 89-90 McGinnis, Joe, 23 Minow, Newton, 125 Mondale, Walter, 25, 26, 73 Morris, Dick, 5, 80 Eisenhower, Dwight, 1, 22, 105 Nixon, Richard M., 98 Kennedy debates, 22 negative image of, 103 1960 campaign, 22 1968 campaign, 23-24 North, Oliver, Feingold, Russ, 84 Ferraro, Géraldine, 126 Flowers, Gennifer, 51, 97 Forbes, Steve, 80 Ford, Gerald, 24 Gallup, George, 39-40 Gephardt, Richard, 79 Gergen, David, , 1 Gingrich, Newt, 57, 77,79-80, 82, , 1 , Goldwater, Barry, 22-23 Goodman, Adam, 94 Gore, Al, 79 Gramm, Phil, 128 Greenberg, Stan, 116 Harding, Warren G., 49 Hart, Gary, 51, 52, 88, 105 Huckaby, Stan, 17 Huffington, Michael, Humphrey, Hubert, 23 Jackson, Andrew, 104 Jefferson, Thomas, 104 Johnson, Lyndon Β., 1, 22-23 Kennedy, John F., 14, 22, 88, 105 Kennedy, Ted, 72 Kristol, William, 120 Lewinsky, Monica, 51, 59, 60-62, 82, 83, 88, 106, 118-119, 131 Limbaugh, Rush, 32, 51, 93, 100 Lincoln, Abraham, 9, , Perot, Ross, 6, 27, 28, 30, 53, 59, 65, 84, 131 Perry, James M., 94 Peters, Tom, 119-120 Powell, Colin, Quayle, Dan, 90, 126 Reagan, Ronald, access t o , approval ratings, 113 Fair Doctrine Act and, 51 image, 88, 105 image handlers, 14 market segmentation, 44 1980 campaign, 25, 43, 44, 45, 72-73 1984 campaign, 25, 43, 44, 73-74 policymaking, 113 positioning, 45 presence, 90 Teflon president, 106 television and, Reed, Ralph, 131 Richards, Ann, 126 Roosevelt, Eleanor, 88 Roosevelt, Franklin D., 1, 14, 35, 49, 51, 87-88 Roosevelt, Theodore, 9, 104 Rosenstiel, Tom, 132 Simon, Paul, 125 Starr, Kenneth, 118-119 Stephanopolous, George, 8, 96, 120 Name Index Truman, Harry, 1,98 Tsongas, Paul, 43 Ventura, Jesse, 84 White, Theodore, 22 Wilson, Pete, Wirthlin, Richard, 25 Woodward, Bob, 52 Subject Index Abortion rights, 10 Advertising: consultants and, deceptive, 140 emotions and, 89, 90 Internet, 55 money spent on, 4, 12, 15 positive, 27 print, 53, 134 television, 52 truth in, 135 negative, 9, 22-23, 26-27, 30, 65, 75, 104, 126 Age of opportunity, 29 American Association of Retired Persons (AARP), 10 American Dream, 12, 29, 81 Brand image, 91, Brand reinforcement, 26 Branding mechanism, ideology as, 45-46 British politics: Americanization of, 29 campaigning and, 139 Bully pulpit, 31 Cable television, 28 Campaign(s): costs, 24, 127-131, 134 international comparison, 139 160 money spent on, - , , 84 permanent, 95, 109-121 See also Presidential campaigns Campaign spending: congressional, 14 controversies, 123 disclosure, 16 presidential, 17 reforms, 24, 126-127, 133-134, 139 Campaigner role, 38 Candidates: positioning, 45 predictability of, Canvassing, door-to-door, 134 Celebrities, candidates perceived as, 28, 52, 67 Change, American appetite for, 29 Christian Coalition, 9-11, 65, 80, , Coca-Cola Company, 9 Communication: goals, 54 Internet, 54-67 traditional channels, 52-54 Communications revolution, 13-14 Community groups, 12 Computers: public's use of, 59, 124 voting using, 55, 58 Congress: cost of running for, 14, 129 motives, 1998 election, 82-84 Subject 161 Index public image, 125 Republican control of, 77-78, 117 scorecards, 66 virtual, 66 Congresspeople, becoming lobbyists, Consultants, 24, 58, 94, 112, 139 Consumer(s): expectations of, 116 needs of, 43, 85, 93, 110 voter as, 36, 37-38 Consumer research, 26 Contract With America, 78, 79 Conventions, 21-22 Cyberdemocracy, 57-60, 65 Democracy: cyber-, 57-60, 65 effects of campaign spending on, 15 impact of marketing on, 1-18 interactive, 65 micro-, 124 strength of, 137-141 Democratic Party, conservatism in, 79 Democrat: computer use, 59 targeting, 4 Demographic profile, 42 Direct mail, 25, 36, 38, 94, 95, 134 Direct marketing, 50, 53-54, 57, 59, 64 Distribution channel, Internet as, 56 Drudge Report, 59, 60-61 Economy, effect on campaigns of, 74, 77 Election laws, 14 Electronic electioneering, 25, 30 Electronic town hall meetings, 7, , , , 0 E-mail, 50, 57, 59 Emotion, age of, 54 Emotional connection, in politics, 89-91 Ethics investigations, 126 European nations: campaigning and, 139 political donations and, 16 Exchange process, marketing as, 39, 56 Fair Doctrine Act, 51 Fax machines, 50 Fears, playing on, 89 Federal Election Campaign Act of 1971, 24 Federal Election Commission, 16 Feedback, Internet, 57 Focus groups, 94 Clinton's use of, directing campaign strategy, 30 market research using, policies affected by, 39, 42 Reagan's use of, 25 Fund-raising, 127-129 candidate's spouse and, 83 consultants and, 94 controversies, 123 incumbents and, 15, 29 interest group, 4, 126-127 Internet used for, 59, 64 limits on, 132-136 1997-1998, 84 telemarketing, 53 Generational appeal, 105 Grassroots campaign, 28, 38, 73, 95 Haircutgate, 98, 112 Handlers, reliance on, 30 Hate groups, Internet use by, 66 Health care reform, 99-101, 102, 112, 115 Hollywood: Clinton's connections to, 103, 105, 114 presidents and, 13-14 Hollywood stars, endorsements from, 93 House of Representatives, Republican control of, 78, 117 Ideology, as branding mechanism, 45-46 Image(s): art of craning, 87-107 consultants manufacturing, 94-95 media manufacturing, 96 perception of, 88-89 presidential campaigns and, 103-106 product, 91-92 Implementation, 36 Income gap, 12-13 Incumbents, 74 fund-raising by, 15, 29 marketing challenge, permanent campaigns, 109-121 162 Independent voters, 59, 126 Infomercials, 7, 53 Information: accuracy of, 58, 60, 65 control of, Information highway, 6, 49-68 Information overload, 18, 85 Information technology, Innovation, 85, 120 Interactive democracy, 65 Interactive technology, 6, 59, 63-65, 124 Interest groups: critical, 80 direct appeals, 5-6 fund-raising by, , - influence of, 5, 9-11, 137 Internet use, 65-66 money spent by, 84, 130, 133, 135 president and, Interfaith Alliance, 11 Internet, 6, 50, 54-67, 138 accuracy of information, 58, 60, 65 future of, 63-67, 124 merging of traditional media with, 62-63 1998 elections, 84 power of, 132 Investigative reporters 32, 52 Issues, consultants determining, 94 Journalists, 51 Internet use, 59 investigative, 32, 52 sources, 132 Latin American countries, campaigns in, 139 Lewinsky scandal, 51, 59, 60-62, 82, 83, 88, 106, 118-119, 131 Lobbyists, congresspersons becoming, Machine politics, 21 Magazines, 50, 57 Market, test, 42 Market segmentation, 24, 36, 44 Market-driven politics, 6-8 Marketing: as exchange process, 39, 56 basics of, 35-47 THE M A S S M A R K E T I N G OF POLITICS business versus politics, 36 changes in formula, 110-111 defining, 3-4 image crafting and, 87-107 impact on democracy, 1-18 Internet used for, 54-67 one-to-one, 56 permanent campaign, 109-121 power of, 138 societal pressures and, 11-13 strategy, 71-86 Marketing research, 5, 25, 36, 39-42 Marketplace, adapting to, 109-121 Media, 50, 57 attitude toward Clinton, 80 Clinton's attitude toward, 95-96 free airtime, 134 information highway, 50-52 Internet, 54-67 merging of traditional and Internet, 62-63 negative publicity by, 7, 18, 30, 32, , 505 , , 131-133 power of, 112 public confidence in, 132 traditional, 52-54, 57 Media strategist, 36 Microdemocracy, 124 Money, politics and, 14-16 Moral values, voters and, 11 Nannygate, 97, 112 Narrowcast, 54 Needs, anticipating, 43 Negative advertising, 9, 22-23, 25, 26-27, 30, 65, 75, 104, 126 Negative media publicity, 7, 18, 30, 32, , 505 , , 131-133 Network television, 28 New Democrat, 29 Newsgroups, 61 Newspapers, 50, 53, 57 North American Free Trade Agreement, , 1 Opinion polls, Opposition research, , 75 Permanent campaign, , - Personal appeals, 24 Subject Index Personal testimonies, 24 Photo opportunity, Pirate radio, 66 Platforms, , Policymaking, 38 Clinton and, 113, 115 consultants and, 95 polls affecting, 5, 83, 113-114, 120 Political action committees, 9-11, 129, 133, 135, 141 Political agenda, impact of technology on, 5-6 Political images, manufacturing, 92-95 Political parties: declining power of, 32 fractionalized, identification with, 126 leadership, money spent by, 129 power of, 8, 80 slate, third, 131 See also specific parties Political speech, protected, 65, 104, 137, 139, 140 Political system, changing, 133-137 Politicians: approval ratings, 39, 41 character of, 51 distrust of, 50 dual roles, 38 emotional reactions to, 89 images, 92-95 packaging of, 1-18 perceived as celebrities, 28, 52, 67 service obligations, 38 Politics: big business and, 94 emotional connection in, 89-91 future of, 31-32 impact of marketing technology on, 123-124 machine, 21 market-driven, 6-8 money and, 14-16 new age in, 125 retail, 36 Polls, 25 approval ratings, 5, 7, 39 Clinton using, consultants using, 94, 95 directing campaign strategy, 30, 32 163 fluctuating, 93-94 health care reform, 100 importance of, influencing policy decisions, Internet, 63 monitoring, 88 opinion, 40 policy effects, 5, 83, 113-114, 120 push, 40-41 reliance on, 39-41, 113 straw, 39 validity of, 42 Positioning, 36, 45 Positive messages, 27, 32 Power brokers, President(s): approval ratings, 5, 7, 39 Hollywood and, 13-14 ideologies, 98 image of, interest groups and, marketing challenge for sitting, minority, 113 public regard for, reactionary, role of, 1-2 Presidential campaigns: changes in types of, 30-31 imagery and, 103-106 pre-1952, 21 1960, 22 1968, 23-24 1976, 24 1980, 25, 43, 44, 45, 72-73 1984, 25, 43, 44, 73-74 1988, 26-27, 30, 40, 44, 74-76, 89-90 1992, 6-7, 27-28, 30, 42, 50, 53, 76-77, 83, 84 1996, 29, 30, 49, 59, 60, 79-81, 103-104, 116,127-128, 129 spending on, 17 strategies, 72-86 Web sites for, 58, 59, 60 Press releases, Internet used for, 59 Primaries, 21, 24, 32, 42, 43, 125-126 Product development, 46, 71-72, 85-86,119-120 Product differentiation, 91-92 Product failure, 71, 109 Product images, 91-92 Product quality, Public appearances, 38 164 Public confidence, erosion in, 125-127 Public opinion, 42, 46 campaign finance reform, 136 fluctuating, 93-94 image affecting, 88 influencing, 3,137-138 information needed to form, 90-91 Internet and, 61, 63 of president, permanent effect on, 111 responding to, Push poll, 40-41 Quality of life, 35 Radio, 50, 53, 57 pirate, 66 talk, 32, 51-52, 65, 78, , Reason, age of, 54 Reelection, Reform Party, 84 Religious right, 9-11, 65, 80, 81, 130 Republican(s): computer use, 59 targeting, 44 Republican Convention: 1992, 76 1996, 81 Republican Party: agendas, 42 Clinton and, 117 1994 revolution, 77-79, 117 1996 election, 80 social conservatives, 9-11 Research: consumer, 26 marketing, 5, 25, 36, 39-42 opposition, , 75 Retail politics, 36 Samples, biased, 41 Service provider, politician as, 38 Sex appeal, 40 Societal pressures, need for marketing and, 11-13 Soft money, 16, 84, 127, 133, 135, 139 Spin doctors, reliance on, 30 THE M A S S M A R K E T I N G OF P O L I T I C S Strategy: development of, 36 marketing, 71-86 matching to product, 81 polls directing, 30 war room, 99-100 Straw polls, 39 Surveys, 42 Symbolism, effectiveness of, 23 Symbols, image, 92, 93 Talk radio, 32, 51-52, 65, 78, 93, 141 Talk shows, 27 Talking points, , Target market, 6, 36, 44, 56, 59, , 1 Technocrats, 94 Technology, 49-68 advances in, , impact on politics, 5, 123-124 interactive, 6, 59, 63-65, 124 Telecommunications, advances in, 6, 50, 124, 138 Telemarketing, 28, 53, 83 Telephone system, for traveling White House, 50 Television, 50, 52, 57 cable, 28 call-in shows, 28 emergence of, 21-23 free airtime, 135 importance of imagery in, 90 money spent on, 15 network, 28 presidency and, 13-14 public agenda and, 17 Television era, 2, 88 Test market, Third parties, 9, 65, 131 Town hall meetings, electronic, 7, 28, 30, 52, 61, 100 Transaction channel, Internet as, 56 Travelgate, 97, 112 Usenet groups, 66 Values, creating, 35 Virtual Congress, 66 Subject Index Volunteers, 38, 64 Voters: as consumers, 36, 37-38 computer use, 59, 124 confidence of, 39 cynicism of, 8, 32, 120, 124 disillusioned, , engaging emotions of, 23 expectations of, 8, 116 moral values and, 11 needs of, 110 opinions, 42, 46 political images and, 92 predicting behavior, targeting, 6, 44 turnout, Voting, computer used for, 55, 58 Voting records, candidate, 135 Watergate scandal, 52 Wealth distribution, 12-13 Web, 55, 59 Web sites, 50, 56-57 hits, 62 issue discussion on, 65 presidential campaigns, 58, 59, 60 White House: campaigning from, 74 Clinton's, Internet use, 57 motives, permanent campaign and, 109-121 press corps, 96 traveling, 50 Whitewater affair, 101-102 Women's organizations, 12 World Wide Web, see Web About the Author Bruce I Newman is nationally and internationally known as one of the leading authorities on the subject of political marketing He has authored or edited five books on the subject of politics and marketing including The Marketing of the President (1994) and Handbook of Political Marketing (1999) He also has co-authored two books on the subject of consumer psychology, Values and Market Choices (1991) and Customer Behavior Consumption (1998) He served as an adviser to senior aides in the Clinton White House on communication strategy for the 1996 presidential election Newman is an associate professor in the marketing department in the Kellstadt Graduate School of Business at DePaul University Prior to that, he was on the faculties of Baruch College, City University of New York, and the University of Wisconsin-Milwaukee He also was a visiting professor at Trinity College in Dublin, Ireland, and a visiting scholar at FMD Research Institute in Oslo, Norway He received his B.S., M.B.A., and Ph.D (1981) degrees in marketing from the University of Illinois in Champaign-Urbana He currently sits on the editorial boards of Psychology and Marketing and Werbeforschung & Praxis Newman lectures around the world on the subjects of political marketing and voting behavior and is a frequent contributor to the mass media He is a frequent guest on television talk shows and has been quoted in numerous national newspapers, with op-ed articles appearing in the Christian Science Monitor, the Chicago Tribune, and the Sunday Telegraph In 1993, he received the Ehrenring (Ring of Honor) from the Austrian Advertising Research Association in Vienna for his research in political marketing He is the first American recipient of this award in the 30 years it has been given out 166