Abstract
This study examines the influence of traditional, nonpaid campaign activities—news coverage, endorsements and personal campaigning—on election outcome by polling congressional winners and losers. Results argue that non-paid activities affect both outcome and percent of votes received. For incumbents, appearances before small groups enhanced vote percentages. For non-incumbents, external endorsements and editorial support from print and broadcast media were positively related to voter response. Evidence indicates that incumbents and challengers use different strategies … and that challengers have something to learn from incumbents.
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