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Whether they are safe or marginal, cautious or audacious, congressmen must constantly engage in activities related to reelection. There will be differences in emphasis, but all members share the root need do activities day in and day out during their terms. For example, advertising, credit claiming, and position taking. The first activity is advertising. A successful congressman builds what amounts to a brand name, which may have a generalized electoral value for other politicians in the same family. The personal qualities to emphasize are experience, knowledge, responsiveness, concern, sincerity, independence, and the like. Just getting one’s name across is difficult enough, only about half the electorate, if asked, can supply their House members’ names. It helps a congressman to be known. “In the main, recognition carries a positive valence, to be perceived at all is to be perceived favorably.” A vital advantage enjoyed by house incumbents is that they are much better known among voters than their November challengers.
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