2. Campaigns and Elections Topical Scenario Election in Texas –Nov Election 2007Nov Election 2007 Campaigning Voter Decisions

3. Topical Scenario Burnt Orange Report Blog – Four UT University Democrats Helped defeat House Democrat – Ron Wilson in 2004 Are becoming very influential on state and national level Anyone can post anything on the internet

4. Elections in Texas Primary elections Special elections General elections Local Elections

5. Primary Elections Usually very low turn out 4 - 8 % Determine party candidates for general election Parties receiving <20% statewide vote may use conventions Takes a majority to win

6. Types of Primary Elections Closed - public choice of party and ballot, only declared party members vote. (Used by most states) Open - choice of party at voting location, party affiliation not considered. (Texas is a closed/open) Texas Hybrid – closed + caucus “Raided” - voting in the oppositions primary in order to discredit a candidate

7. Party Ballots Democratic Primary Ballot Republican Primary Ballot

8. Special Elections Use to fill vacancies, approve bonds, amend the constitution Legislator sets the dates –Feb, May, Sep, Nov There are no primary elections –Access to ballot for vacancies by filling fees or by petition –24 Candidates for U.S. Senator in 1993 –Runoff – Hutchison won with 67% of vote Participation very low

9. General Election Interparty contests in even numbered years Administered and funded by states Highest turn out in Presidential years between 40 - 50% Presidential and Governors election offset since 1974 State, district and county races only require a plurality not a majority

10. Local Elections City, county, school boards, mayors Can be in even or odd years Nonpartisan, usually in May Some may require a majority to win

11. Components of Texas Political Campaigns M3M3 Money Media Marketing

12. Money and Politics Winners out spend losers 2 to 1 Geographic size of Texas requires high spending just for name recognition 10 months of face to face equals 2 days of state wide TV It’s expensive for a one point increase - 15 - 75% $25,000 per percentage point - 76 - 100% $50,000 per point

13. Sources of the Money 52 - 53% Individuals making contributions contributions 47 - 48% Political Action Committees Very few restrictions –Campaign designates a treasurer –Treasurer reports on expenses and contributions –Ethics Commission maintains records –No limits on the amounts contributed –No corporate contributions

14. Media in Campaigns 60% of a campaign budget TV and Newspapers most important Transmitting images and personal characteristics Can be directed at certain demographic groups or categories Has reduced the influence of the political party

15. Marketing in Campaigns Party centered campaigns to candidate centered campaigns Political consultants with media/campaign technology expertise Bench mark poll used to design strategy Tracking polls used to evaluate progress Rolling sample polls used to refine and modify near election date Focus groups provide sample voter feedback and audience for new TV ads

16. Marketing Methods Commercials –Candidate promotion emphasizes positive image and popular/favorable outcomes –Attack spots designed to emphasize unfavorable and unpopular views of opponent (requires research on opponent) Time slots analyzed and matched with audience News coverage –Free but is not always positive

17. Voter Decision Process Turn Out - Cost versus benefit argument Cost have been reduced over years Motor voter and early voting (has had little effect) Benefits - political connectedness or express concern for changes or results Turn out has decline from 75% to 26% –One party state until 1970’s –Number of elections has increased –Electorate has grown –Cynicism, apathy and low political efficacy

18. Voters Choice Voting most common form of political participation Straight party ticket Split ticket a more recent trend 3 main factors influencing choice –Party affiliation –Candidate character –Issues ( least important)