| campaign manager | a professional whose duties comprise a variety of strategic and managerial tasks, from fund-raising to staffing a campaign
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| campaign strategy | blueprint for the campaign, including a budget and fund-raising plan, advertising strategy, and staffing plan
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| fund-raising consultant | a professional who works with candidates to identify likely contributors to the campaign and arrange events and meetings with donors
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| media consultant | a professional who brings the campaign message to voters by creating handouts and all forms of media ads
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| independent expenditures | outlays by PACs and others, typically for advertising for or against a candidate, but uncoordinated with a candidate's campaign
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| 527 | a tax-exempt group that raises money for political activities, much like those allowed under the soft money loophole
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| turnout rate | the proportion of eligible voters who actually voted
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| prospective voting | a method of evaluating candidates in which voters focus on candidates' positions on issues important to them and vote for the candidates who best represent their views
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| retrospective voting | a method of evaluating candidates in which voters evaluate incumbent candidates and decide whether to support them based on their past performance
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| salient | having resonance, in relation to a voting issue, reflecting intense interest
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| incumbency | the situation of already holding the office that is up for reelection
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| voter fatigue | the condition in which voters grow tired of all candidates by the time Election Day arrives, and may thus be less likely to vote
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| rational abstention thesis | a theory that some individuals decide the costs of voting are not worth the effort when compared to the benefits
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