A study of political campaign communication tactics

This study identified issues and campaign elements important to registered voters in Atlantic County during the 1995 general election. In addition, it measured the importance of issues versus party affiliation and character. The researcher surveyed 197 registered voters in New Jersey's second legislative district. The survey queried voters about their campaign and candidate preferences in the race for the New Jersey State Assembly. The study determined the importance of several campaign elements: channels, messages, party affiliation and voting records, Additionally, the research showed which issues sparked interest in voters. Finally, the research determined that party affiliation and effective campaigning are probably the two most important elements of campaigns on the local level. This ranking is above other important factors such as experience in office and voting records.