In addition to running advertisements to influence elections, interest groups and individuals can also launch campaigns to discuss broad political issues rather than specific candidates. These “issue ads” have become commonplace in business as well as in politics and religion.

This course explores the strategic thought behind guerilla marketing, issue advertising, (including changing perceptions), lobbying for particular legislation, and encouraging specific action or inaction by certain groups. The differences between issue and express advocacy will be highlighted, along with the political and legal debates that have surrounded the two types of advocacy.

This course will reemphasize lessons learned in other CCPE courses such as defining the target market, traditional and non-traditional advocacies and alliances, and what makes for a successful campaign (marketing and political alike).