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21 Cards in this Set
- Front
- Back
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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
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mandate
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voting for or against a candidate or party on the basis of past performance in office
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retrospective voting
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candidate currently in office seeking reelection
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incumbent
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public awareness of a poltical candidate
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name recognition
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in politics, a reference to people running against incumbent officeholders
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challengers
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free use of the U.S mails granted to members of Congress to promote communication with constituents
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franking privilege
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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
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campaign strategy
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speeches, commercials, or advertising attacking a political opponent during a campaign
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negative campaigning
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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
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focus group
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staged opportunities for the media to photograph the candidate in a favorable setting
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photo ops
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concise and catch phrases that attract media coverage
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sound bites
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in politics, to activate supporters to work for candidates and turn out on Election Day
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mobilize
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ads that advocate policy positions rather than explicitly supporting or opposing particular candidates
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issue ads
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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
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political action committees (PACs)
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agency charged with enforcing federal election laws and disbursing public presidential campaign funds
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Federal Election Commission (FEC)
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direct candidate contact with individual voters
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retail politics
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presidential political campaign strategy in which a candidate focuses on winning early primaries to build momentum
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front-end strategy
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practitioner of the art of spin control, or manipulation of media reporting to favor one's own candidate
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spin doctor
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the scheduling of presidential primary elections early in the year
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front-loading
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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
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Electoral College
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states that are not considered to be firmly in the Democratic or Republican column
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swing states
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