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The application of marketing techniques to construct a specific perception of a candidate or party in the mind of voters. Justin Trudeau's branding as a progressive and youthful leader in the 2015 Canadian general elections is an example.

Political advertisements that focus on criticizing an opponent’s political platform, character, or performance rather than promoting one’s own. The 'Daisy Girl' ad from Lyndon B. Johnson's 1964 campaign is a famous example, suggesting that Barry Goldwater's election might lead to nuclear war.

Focuses on discrediting opponents rather than promoting one's own policies. Richard Nixon’s campaign against Hubert Humphrey in the 1968 U.S. presidential election featured negative ads portraying Humphrey as weak on crime and lawlessness.

Efforts made by political campaigns to increase voter turnout among supporters. Historically, these can include voter registration drives, rides to polls, and reminder calls or texts. An example is the targeted GOTV efforts in swing states during presidential elections.

A strategy that builds up support from the bottom up by mobilizing the local community through door-to-door canvassing, local events, and social media. Barack Obama's presidential campaigns utilized grassroots efforts to garner widespread support.

Creating a fake grassroots movement where the appearance of widespread support for a policy, individual, or product is actually manufactured and sponsored by a political, corporate, or other organized interest group. The tobacco industry's 'smokers' rights' campaigns in the 1980s and 1990s were astroturfing efforts.

Using controversial issues to divide opponents or factions and rally support among one’s own base. A historical example includes the use of same-sex marriage as a wedge issue in the 2004 U.S. election to mobilize conservative voters.

Using coded language that appears normal to the general population but holds a specific meaning to a targeted subgroup within the audience. An example is the use of the term 'states' rights' in American politics which sometimes is associated with appeals to racist attitudes.

A strategy where political candidates or parties try to show they are best equipped to handle certain issues, which are often important to their voter base. The Republicans traditionally painting themselves as the party of national security is an example.