The campaign, which will be aimed at an estimated 3 million college students who drink specifically to get drunk, relies heavily on fear.

The campaign relied heavily on the use of social media outlets such as Facebook and Twitter.

But, ultimately, all campaigns rely on artifice and personality more than ideas.

Some campaigns are relying on experts within their organizations.

The campaign for the 2004 state election relied heavily on Springborg's personal profile.

In the coming weeks, for example, the campaign will be relying more heavily on general-issue advertising paid by the Republican Party.

Presidential campaigns have relied on the technique for decades.

The campaign relies heavily on targeted advertising aimed at teens and young adults.

His electoral campaign relies on all of the country's organisational, media and economic resources.

The campaign is relying on some old industry favorites - guilt and fear - to spur sales, he added.