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→1996 Reelection Campaign
By the time of his 1996 reelection campaign the economy had improved which Clinton took credit for. [[Unemployment]] and inflation was low, American wages increased, crime rates fell, and the number of people on welfare declined. The [[Republican Party]] nominated Senate Majority Leader [[Robert Dole]]. Ross Perot ran again, this time on the Reform Party, but his day was past. Clinton was reelected in a landslide with 49% of the popular vote, to 41% for Dole, and 8% for Perot. Despite his personal victory, Republicans maintained control of the House and Senate.
By the time of his 1996 reelection campaign the economy had improved which Clinton took credit for. [[Unemployment]] and inflation was low, American wages increased, crime rates fell, and the number of people on welfare declined. The [[Republican Party]] nominated Senate Majority Leader [[Robert Dole]]. Ross Perot ran again, this time on the Reform Party, but his day was past. Clinton was reelected in a landslide with 49% of the popular vote, to 41% for Dole, and 8% for Perot. Despite his personal victory, Republicans maintained control of the House and Senate.
===Second term===
==Clinton voter Coalition==
===Public Opinion: Clinton's popularity===
Needham (2005) argues the "permanent campaign" is said to have reached its apogee in the incumbent communications strategies of Clinton and British Prime Minister [[Tony Blair]]. However, their assiduous courting of public opinion while in office has been used to explain both the high approval ratings of these leaders and their unpopularity for long periods of their incumbency. This apparent paradox suggests that the permanent campaign model is too blunt an instrument to usefully describe or evaluate incumbent communications. Its assumption of continuity between election campaigning and office-holding fails to explain how the strategic terrain changes once a challenger takes office. The concepts of branding and relationship marketing can be used to highlight the difference between gaining support in the one-off transaction of an election and retaining voter loyalty in a post-"purchase" setting. The success of Blair and Clinton in establishing a relationship with voters from within office can be assessed using six attributes of successful brands: simplicity, uniqueness, reassurance, aspiration, values, and credibility. As incumbents, facing challenges in shifting strategic and institutional environments, Blair and Clinton developed messages that were simple and appealed to voter aspirations. Voters remained skeptical about the extent to which these leaders embodied values and delivered on their promises.
==== Voter demographics ====
{| class=wikitable
! colspan="8" |The Presidential Vote in Social Groups (percentages)
|-
! rowspan="3" | ''% of<br />1996<br />total<br />vote''
|
| colspan="6" |''% of 3-party vote''
|-
|
| colspan="3" |''1992''
| colspan="3" |''1996''
|-
! ''Social group''
! ''Clinton''
! ''Bush''
! ''Perot''
! ''Clinton''
! ''Dole''
! ''Perot''
|-
|
| Total vote
| style="text-align:right;" | 43
| style="text-align:right;" | 38
| style="text-align:right;" | 19
| style="text-align:right;" | 49
| style="text-align:right;" | 41
| style="text-align:right;" | 8
|-
|
| '''Party and ideology'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 2
| Liberal Republicans
| style="text-align:right;" | 17
| style="text-align:right;" | 54
| style="text-align:right;" | 30
| style="text-align:right;" | 44
| style="text-align:right;" | 48
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 13
| Moderate Republicans
| style="text-align:right;" | 15
| style="text-align:right;" | 63
| style="text-align:right;" | 21
| style="text-align:right;" | 20
| style="text-align:right;" | 72
| style="text-align:right;" | 7
|-
| style="text-align:right;" | 21
| Conservative Republicans
| style="text-align:right;" | 5
| style="text-align:right;" | 82
| style="text-align:right;" | 13
| style="text-align:right;" | 6
| style="text-align:right;" | 88
| style="text-align:right;" | 5
|-
| style="text-align:right;" | 4
| Liberal Independents
| style="text-align:right;" | 54
| style="text-align:right;" | 17
| style="text-align:right;" | 30
| style="text-align:right;" | 58
| style="text-align:right;" | 15
| style="text-align:right;" | 18
|-
| style="text-align:right;" | 15
| Moderate Independents
| style="text-align:right;" | 43
| style="text-align:right;" | 28
| style="text-align:right;" | 30
| style="text-align:right;" | 50
| style="text-align:right;" | 30
| style="text-align:right;" | 17
|-
| style="text-align:right;" | 7
| Conservative Independents
| style="text-align:right;" | 17
| style="text-align:right;" | 53
| style="text-align:right;" | 30
| style="text-align:right;" | 19
| style="text-align:right;" | 60
| style="text-align:right;" | 19
|-
| style="text-align:right;" | 13
| Liberal Democrats
| style="text-align:right;" | 85
| style="text-align:right;" | 5
| style="text-align:right;" | 11
| style="text-align:right;" | 89
| style="text-align:right;" | 5
| style="text-align:right;" | 4
|-
| style="text-align:right;" | 20
| Moderate Democrats
| style="text-align:right;" | 76
| style="text-align:right;" | 9
| style="text-align:right;" | 15
| style="text-align:right;" | 84
| style="text-align:right;" | 10
| style="text-align:right;" | 5
|-
| style="text-align:right;" | 6
| Conservative Democrats
| style="text-align:right;" | 61
| style="text-align:right;" | 23
| style="text-align:right;" | 16
| style="text-align:right;" | 69
| style="text-align:right;" | 23
| style="text-align:right;" | 7
|-
|
| '''Gender and marital status'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 33
| Married men
| style="text-align:right;" | 38
| style="text-align:right;" | 42
| style="text-align:right;" | 21
| style="text-align:right;" | 40
| style="text-align:right;" | 48
| style="text-align:right;" | 10
|-
| style="text-align:right;" | 33
| Married women
| style="text-align:right;" | 41
| style="text-align:right;" | 40
| style="text-align:right;" | 19
| style="text-align:right;" | 48
| style="text-align:right;" | 43
| style="text-align:right;" | 7
|-
| style="text-align:right;" | 15
| Unmarried men
| style="text-align:right;" | 48
| style="text-align:right;" | 29
| style="text-align:right;" | 22
| style="text-align:right;" | 49
| style="text-align:right;" | 35
| style="text-align:right;" | 12
|-
| style="text-align:right;" | 20
| Unmarried women
| style="text-align:right;" | 53
| style="text-align:right;" | 31
| style="text-align:right;" | 15
| style="text-align:right;" | 62
| style="text-align:right;" | 28
| style="text-align:right;" | 7
|-
|
| '''Race'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 83
| White
| style="text-align:right;" | 39
| style="text-align:right;" | 40
| style="text-align:right;" | 20
| style="text-align:right;" | 43
| style="text-align:right;" | 46
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 10
| Black
| style="text-align:right;" | 83
| style="text-align:right;" | 10
| style="text-align:right;" | 7
| style="text-align:right;" | 84
| style="text-align:right;" | 12
| style="text-align:right;" | 4
|-
| style="text-align:right;" | 5
| Hispanic
| style="text-align:right;" | 61
| style="text-align:right;" | 25
| style="text-align:right;" | 14
| style="text-align:right;" | 72
| style="text-align:right;" | 21
| style="text-align:right;" | 6
|-
| style="text-align:right;" | 1
| Asian
| style="text-align:right;" | 31
| style="text-align:right;" | 55
| style="text-align:right;" | 15
| style="text-align:right;" | 43
| style="text-align:right;" | 48
| style="text-align:right;" | 8
|-
|
| '''Religion'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 46
| White Protestant
| style="text-align:right;" | 33
| style="text-align:right;" | 47
| style="text-align:right;" | 21
| style="text-align:right;" | 36
| style="text-align:right;" | 53
| style="text-align:right;" | 10
|-
| style="text-align:right;" | 29
| Catholic
| style="text-align:right;" | 44
| style="text-align:right;" | 35
| style="text-align:right;" | 20
| style="text-align:right;" | 53
| style="text-align:right;" | 37
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 3
| Jewish
| style="text-align:right;" | 80
| style="text-align:right;" | 11
| style="text-align:right;" | 9
| style="text-align:right;" | 78
| style="text-align:right;" | 16
| style="text-align:right;" | 3
|-
| style="text-align:right;" | 17
| Born Again, religious right
| style="text-align:right;" | 23
| style="text-align:right;" | 61
| style="text-align:right;" | 15
| style="text-align:right;" | 26
| style="text-align:right;" | 65
| style="text-align:right;" | 8
|-
|
| '''Age'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 17
| 18–29 years old
| style="text-align:right;" | 43
| style="text-align:right;" | 34
| style="text-align:right;" | 22
| style="text-align:right;" | 53
| style="text-align:right;" | 34
| style="text-align:right;" | 10
|-
| style="text-align:right;" | 33
| 30–44 years old
| style="text-align:right;" | 41
| style="text-align:right;" | 38
| style="text-align:right;" | 21
| style="text-align:right;" | 48
| style="text-align:right;" | 41
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 26
| 45–59 years old
| style="text-align:right;" | 41
| style="text-align:right;" | 40
| style="text-align:right;" | 19
| style="text-align:right;" | 48
| style="text-align:right;" | 41
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 24
| 60 and older
| style="text-align:right;" | 50
| style="text-align:right;" | 38
| style="text-align:right;" | 12
| style="text-align:right;" | 48
| style="text-align:right;" | 44
| style="text-align:right;" | 7
|-
|
| '''Education'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 6
| Not a high school graduate
| style="text-align:right;" | 54
| style="text-align:right;" | 28
| style="text-align:right;" | 18
| style="text-align:right;" | 59
| style="text-align:right;" | 28
| style="text-align:right;" | 11
|-
| style="text-align:right;" | 24
| High school graduate
| style="text-align:right;" | 43
| style="text-align:right;" | 36
| style="text-align:right;" | 21
| style="text-align:right;" | 51
| style="text-align:right;" | 35
| style="text-align:right;" | 13
|-
| style="text-align:right;" | 27
| Some college education
| style="text-align:right;" | 41
| style="text-align:right;" | 37
| style="text-align:right;" | 21
| style="text-align:right;" | 48
| style="text-align:right;" | 40
| style="text-align:right;" | 10
|-
| style="text-align:right;" | 26
| College graduate
| style="text-align:right;" | 39
| style="text-align:right;" | 41
| style="text-align:right;" | 20
| style="text-align:right;" | 44
| style="text-align:right;" | 46
| style="text-align:right;" | 8
|-
| style="text-align:right;" | 17
| Post graduate education
| style="text-align:right;" | 50
| style="text-align:right;" | 36
| style="text-align:right;" | 14
| style="text-align:right;" | 52
| style="text-align:right;" | 40
| style="text-align:right;" | 5
|-
|
| '''Family income'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 11
| Under $15,000
| style="text-align:right;" | 58
| style="text-align:right;" | 23
| style="text-align:right;" | 19
| style="text-align:right;" | 59
| style="text-align:right;" | 28
| style="text-align:right;" | 11
|-
| style="text-align:right;" | 23
| $15,000–$29,999
| style="text-align:right;" | 45
| style="text-align:right;" | 35
| style="text-align:right;" | 20
| style="text-align:right;" | 53
| style="text-align:right;" | 36
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 27
| $30,000–$49,999
| style="text-align:right;" | 41
| style="text-align:right;" | 38
| style="text-align:right;" | 21
| style="text-align:right;" | 48
| style="text-align:right;" | 40
| style="text-align:right;" | 10
|-
| style="text-align:right;" | 39
| Over $50,000
| style="text-align:right;" | 39
| style="text-align:right;" | 44
| style="text-align:right;" | 17
| style="text-align:right;" | 44
| style="text-align:right;" | 48
| style="text-align:right;" | 7
|-
| style="text-align:right;" | 18
| Over $75,000
| style="text-align:right;" | 36
| style="text-align:right;" | 48
| style="text-align:right;" | 16
| style="text-align:right;" | 41
| style="text-align:right;" | 51
| style="text-align:right;" | 7
|-
| style="text-align:right;" | 9
| Over $100,000
| style="text-align:right;" | —
| style="text-align:right;" | —
| style="text-align:right;" | —
| style="text-align:right;" | 38
| style="text-align:right;" | 54
| style="text-align:right;" | 6
|-
|
| '''Region'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 23
| East
| style="text-align:right;" | 47
| style="text-align:right;" | 35
| style="text-align:right;" | 18
| style="text-align:right;" | 55
| style="text-align:right;" | 34
| style="text-align:right;" | 9
|-
| style="text-align:right;" | 26
| Midwest
| style="text-align:right;" | 42
| style="text-align:right;" | 37
| style="text-align:right;" | 21
| style="text-align:right;" | 48
| style="text-align:right;" | 41
| style="text-align:right;" | 10
|-
| style="text-align:right;" | 30
| South
| style="text-align:right;" | 41
| style="text-align:right;" | 43
| style="text-align:right;" | 16
| style="text-align:right;" | 46
| style="text-align:right;" | 46
| style="text-align:right;" | 7
|-
| style="text-align:right;" | 20
| West
| style="text-align:right;" | 43
| style="text-align:right;" | 34
| style="text-align:right;" | 23
| style="text-align:right;" | 48
| style="text-align:right;" | 40
| style="text-align:right;" | 8
|-
|
| '''Community size'''
|
|
|
|
|
|
|-
| style="text-align:right;" | 10
| Population over 500,000
| style="text-align:right;" | 58
| style="text-align:right;" | 28
| style="text-align:right;" | 13
| style="text-align:right;" | 68
| style="text-align:right;" | 25
| style="text-align:right;" | 6
|-
| style="text-align:right;" | 21
| Population 50,000 to 500,000
| style="text-align:right;" | 50
| style="text-align:right;" | 33
| style="text-align:right;" | 16
| style="text-align:right;" | 50
| style="text-align:right;" | 39
| style="text-align:right;" | 8
|-
| style="text-align:right;" | 39
| Suburbs
| style="text-align:right;" | 41
| style="text-align:right;" | 39
| style="text-align:right;" | 21
| style="text-align:right;" | 47
| style="text-align:right;" | 42
| style="text-align:right;" | 8
|-
| style="text-align:right;" | 30
| Rural areas, towns
| style="text-align:right;" | 39
| style="text-align:right;" | 40
| style="text-align:right;" | 20
| style="text-align:right;" | 45
| style="text-align:right;" | 44
| style="text-align:right;" | 10
|}
'''Source:''' Voter News Service exit poll, reported in ''The New York Times'', November 10, 1996, p. 28.
==Second term==
The economy proved highly prosperous, and Clinton not only balanced the budget but produced the first surplus in memory.
The economy proved highly prosperous, and Clinton not only balanced the budget but produced the first surplus in memory.