A review of the literature is conducted, including the theories of voter choice, political socialization, communication, and market segmentation as well as applied studies of political communication, campaign marketing and advertising, campaign management, survey research methodology, and the press and political campaigns. An additional section of the literature review discusses First Amendment issues and political campaigns in specific respect to Buckley v. Valeo, 1976. / A theory and system of voter and strategic planning system choice for professional application in political campaigns is constructed from the literature review with major components taken from the voter choice work of Bruce Newman and Jagdish Sheth (1987), and the diffusion of innovation work of Everett Rogers (1983). The system contains eleven distinct variables. / The theory and system is constructed in a manner consistent for actual use in a partisan political campaign in the United States to direct survey research and subsequent campaign advertising. The theory and system is tested through a series of three major field surveys, focus groups, tracking surveys, and campaign advertising during a campaign for the United States Senate in Alaska in 1992. / The system components are measured by both objective and subjective tests and actual campaign decisions, strategies and communication plans are designed and executed from the system. Actual scripts and a video of commercials are included. / The theory and the system were held to be valid and utilitarian. / Source: Dissertation Abstracts International, Volume: 55-04, Section: A, page: 1037. / Major Professor: C. Edward Wotring. / Thesis (Ph.D.)--The Florida State University, 1994.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77134 |
| Contributors | McConkey, William Corwin., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 507 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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