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The Election Game and How to Win It by Joseph Napolitan (Paperback, 2019)

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In the 1960s and 70s, political consultant Joe Napolitan worked for famous leaders including John Kennedy, Lyndon Johnson, Hubert Humphrey, Milton Shapp, and Mike Gravel. In this fascinating memoir, Napolitan takes a look how political candidates win. He highlights the use of mass media, foreseeing the power of television in successful political campaigns. The issues don't mean a hell of a lot, he observes. Napolitan makes clear that the idea of selling candidates is a misnomer. Instead, he says those who win elections have personalities that make for instant involvement with viewers and listeners. Though it's not a handbook, Napolitan has said that The Election Game and How to Win It will be used as such by candidates, managers and pollsters, as well as political historians. Drawing on his personal experience, Napolitan provides an insightful and engaging look into successful campaigns. Joseph Napolitan worked as a general consultant on over 100 political campaigns in the United States, and many others throughout the world. It was he who coined the term political consultant to describe political professionals who are hired out to provide advice to different political campaigns, often at the same time. Napolitan served on the 1960 Kennedy for President campaign, was Director of Media for the 1968 Hubert Humphrey campaign and received the French Legion of Honour in 2005. He died in December, 2013, at the age of 84.