"The next revolution in campaign strategy is upon us: shifting from party-driven to candidate-driven, and now to voter-driven. The 2012 election campaigns bring new innovations that have made campaigns more mobile and more integrated, and allow candidates to reach voters with ever more targeted messages. Tactics such as web fundraising and get out the vote drives via smartphones are changing how candidates advertise, ask for money, interact with the media, coordinate with party organizations, and leverage interest group support. What do these new strategies mean for the democratic process and governance? Helping students make sense of how and why campaigns are changing, this thoroughly updated second edition focuses on evaluating current trends and assesses how campaigns are making cutting-edge changes--on the presidential, congressional and gubernatorial levels."--P. [4] of cover.