I somewhat disagree with all these takes, running an effective campaign is like running an effective advertisement for a product. It gets your foot in the door and the product into the public mind.
All of that is worthless is the product being advertised is worthless, no longer meets a need, or is decidedly inferior to the competition. Even if that same company later comes up with a better product, the bitter taste of gullible fools who fell for their earlier campaign ad lingers on. Somewhat the McCain problem now.
But I especially disagree with the Non Prof John contention of "BTW if it wasn't for TV these guys ( The guys that organized the effective campaigns ) would probably be running for President instead of running campaigns." At least IMHO, these guys know what they are good at and not good at, its not a matter of how photogenic they are, its a matter that they are inherently not front men. Maybe Dick Cheney is a classic example, he is a man most people enjoy hating, even when GWB had positive public approval ratings, Cheney's public trust rating were like 19%. But Cheney does his most effective work, evil work in my opinion, when he is operating behind the scenes and in the dark. Newt Gingrich is another example, most effective when he is an out of power minority, a well spring of ideas he flits between, and an effective bomb thrower,
but put him in majority power, and he is clueless in formulating an effective positive public policy. The same might be said of John Kerry, when asked to run an effective campaign, he unerringly made all the wrong calls, and snatching defeat out of the jaws of victory.
As for the men and women who run political campaigns, they are advertising men, and that is their passion and chosen niche in life.