settes in campaigns, it is likely that other uses will develop. Already cassettes are being used by some campaigns to help recruit and train volunteers, and stimulate GOTV efforts. The growing use of videocassettes by candidates running for a wide variety of offices has caused Tom Edmonds, a former president of the American Association of Political Consultants, to claim that videocassettes have become a "standard part of the media mix."81 As technology improves, it is likely that political consultants will make growing use of videocassettes.
In recent years, computer technology has facilitated far more precise targeting of voters than in the past. This ability to "slice and dice" the electorate, as many consultants often term it, has given rise to specialists whose principal function is to maintain and manage up-to-date data- bases for political use. Moreover, many fuller service firms go beyond the development and maintenance of databases, to provide candidates with a host of services that rely upon accurate database information, most notably direct mail persuasion, direct mail fundraising, the use of phone banks for both persuasion and fundraising, and the use of videocassettes.
This chapter has illustrated that the very act of determining who receives what message, as well as the content and form of that message, is not left to chance in contemporary campaigns. Rather, considerable thought and effort go into the construction of messages that are delivered through the mail, the phone, and by cassettes.