Word: herrera
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...winner, portly, avuncular Lawyer-Politician Luis Herrera Campins, 53, leader of the centrist Social Christian Party, got some 47% of the vote. That put him well ahead of the field of nine other candidates, including Acción Democrática's Luis Piñerua Ordaz, 57, who won roughly...
...Both Herrera and Piñerua depended heavily on professional American campaign strategists. Herrera's adviser was Manhattan-based David Garth, whose credits include the victories of New York Governor Hugh Carey and New York City Mayor Edward Koch. Piñerua had the services of Clifton White, a former Barry Goldwater aide, and Joseph Napolitan, author of The Election Game and How to Win It, who ran the successful 1973 campaign of outgoing President Carlos Andr...
...country where seven out of ten urban households have television sets, Herrera and Piñerua fought their campaigns largely on the tube. Their American advisers did elaborate private polling to identify voter concerns (Garth conducted nine soundings), then based the candidates' TV campaigns on the results...
Garth, who speaks little Spanish, relied on two top staffers who spoke the local language, and used two American law students to take his poll surveys for him. Herrera and Piñerua each spent an estimated $8 million for TV time. President Pérez, who naturally had an interest in seeing Piñerua elected, meanwhile managed to get around a law barring presidential involvement in an election by hitting the hustings on what were billed as "administrative tours." His government spent $15 million touting its achievements and otherwise burnishing its image. To critics of that blatant electioneering...
Indeed it was. Following Garth's script, Herrera hammered away on one theme: Acción Democrática had accomplished too little with the wealth that Venezuela had gained as a result of the rise in oil prices after 1973. Though the money enabled the Pérez administration to triple government spending in five years, to $10.7 billion in 1978, many of Venezuela's 13 million citizens felt that they had gotten less than a trickle of the oil windfall. Venezuela's per capita income has risen sharply and is now, at $2,357, South...