One Billion Dollars of Influence: Direct Marketing of Politics (Chatham House series on change in American politics)

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9780934540681: One Billion Dollars of Influence: Direct Marketing of Politics (Chatham House series on change in American politics)
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The direct marketing of politics in the United States induced 14 million persons to give money to political candidates and causes, raised almost $1 billion and generated over 20 million letters to Congress during the 1983-84 election cycle. Chapters 1 and 2 of this book look at the special technical advantages direct mail and other direct marketing techniques provide and examine how those who use them utilize them to political advantage. Chapter 3 examines other direct marketing techniques including cable television, telephone appeals and direct voting through cable and telephone hookups. Chapters 4 and 5 present interviews with leaders of interest groups, PACs and political parties - these interviews indicate how elites actually use direct mail to raise money, lobby and campaign. Chapter 6 examines the actual impact of direct marketing on who wins and who loses elections and on public policy. Chapter 7 summarizes the costs and benefits to American politics and examines how the detrimental effects of direct marketing might be alleviated without jeopardizing the benefits it has created.

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