Journal of Electoral Studies

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Home Issues Backissues Volume 31, No.1 The Modernization of Campaign Strategy: A Case Study of 1997 Taoyuan County Magistrate Election

The Modernization of Campaign Strategy: A Case Study of 1997 Taoyuan County Magistrate Election

Yung-Tai Hung
1999 / 11
Volume 6, No.2

pp.1-21
10.6612/tjes.1999.06.02.01-21
Paper

Abstract

Managers of campaign headquarters often find it difficult to balance resource allocations between mobilization and propaganda divisions. The issue is critical in the battlefield but usually over-looked by academic circle. The study looks into the phenomenon using both aggregate and survey data and tries to explore the possibility of utilizing results of opinion polls for evaluating candidate performance. Analysis of aggregate data confirms the strength of mobilization but finds its role less significant. Its share of vote getting is shrinking as time changes. On the other hand, analysis of survey data shows that opinion polls can actually reflect the effectiveness of candidates' strategy in image building. However, if a re-search work want to get the most out of opinion polls it must plan ahead, hands in hands with campaign strategy, and put in more ingredients of network and communication behaviors.

Keywords

Election forecasting

campaign strategy

aggregate data

survey data