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21 Cards in this Set

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perception of popular support for a program or policy based on the margin of electoral victory won by a candidate who proposed it during a campaign
mandate
voting for or against a candidate or party on the basis of past performance in office
retrospective voting
candidate currently in office seeking reelection
incumbent
public awareness of a poltical candidate
name recognition
in politics, a reference to people running against incumbent officeholders
challengers
free use of the U.S mails granted to members of Congress to promote communication with constituents
franking privilege
plan for a political campaign, usually including a theme, an attempt to define the opponent or the issues, and an effort to coordinate images and messages in news bradcasts and paid advertising
campaign strategy
speeches, commercials, or advertising attacking a political opponent during a campaign
negative campaigning
in a political context, a small number of people brought together in a comfortable setting to discuss and respond to themes and issues, allowing campaign managers to develop and analyze strategies
focus group
staged opportunities for the media to photograph the candidate in a favorable setting
photo ops
concise and catch phrases that attract media coverage
sound bites
in politics, to activate supporters to work for candidates and turn out on Election Day
mobilize
ads that advocate policy positions rather than explicitly supporting or opposing particular candidates
issue ads
organizations that solicit and receive campaign contributions from corporations, unions, trade associations, and ideological and issue-oriented groups, and their members, then distribute these funds to political candidates
political action committees (PACs)
agency charged with enforcing federal election laws and disbursing public presidential campaign funds
Federal Election Commission (FEC)
direct candidate contact with individual voters
retail politics
presidential political campaign strategy in which a candidate focuses on winning early primaries to build momentum
front-end strategy
practitioner of the art of spin control, or manipulation of media reporting to favor one's own candidate
spin doctor
the scheduling of presidential primary elections early in the year
front-loading
the 538 presidential electors apportioned to their congressional representation (plus three from the District of Columbia) whose votes officially elect the president and vice president of the United States
Electoral College
states that are not considered to be firmly in the Democratic or Republican column
swing states