Define
The person is the proof. Ads, kits, and spots exist to make the candidate believable, not to decorate a platform.
Mechanism
Character as medium. Voice, biography, and composure do the work that a product demo would do in commerce.
Verdict
The choice is a person, and the undecided are judging trust more than a policy PDF.
Don't
We are selling a product. Borrowing campaign grammar for a shampoo is usually us-versus-them or celebrity, not this.
Rights-cleared examples
A campaign text book for 1910 (1910)
A campaign text book for 1914 (1914)
A political guide for the workers; Socialist party campaign book 1920 (1920)
Campaign text-book of the National Democratic party, 1896 (1896)
Democratic Campaign Book (1896)
Democratic campaign book for 1910. Published by the National Democratic Congressional Committee (1910)
Democratic campaign book, 1922 (1922)
Democratic campaign book, congressional election 1906 (1906)
Manual of Instructions for Campaign Directors and Committee Men: $35,000,000 Y.M.C.A. War Work Fund National Campaign, November 11-19, 1917
Milwaukee municipal campaign book 1912, Social-democratic party (1912)
National Democratic campaign book, presidential election, 1900 (1900)
New Jersey Republican campaign text-book, nineteen hundred and four [microform] (1904)