Explore the increased need for marketing within the political arena Current Issues in Political Marketing presents up-to-date theory and research findings from academics working in political science, advertising, and management, and guidance from successful practitioners who know what it takes to make a nonprofit organization stand out i
Substantially revised throughout, Political Marketing second edition continues to offer students the most comprehensive introduction to this rapidly growing field. It provides an accessible but in-depth guide to what political marketing is and how it is used in practice, and encourages reflection on how it should be used in the future. Features and benefits of the second edition: New chapters on political branding and delivery marketing; Expanded discussion of political public relations, crisis management, marketing in the lower levels of government and volunteer-friendly organizations; Examination of the new research on emerging practices in the field, such as interactive and responsive leadership communication, mobile marketing, co-creation market research, experimental and analytic marketing, celebrity marketing and integrated marketing communications; and Extensive pedagogical features, including 21 detailed case studies from around the world, practitioner profiles, best practice guides, class discussion points, an online resource site and both applied and traditional assessment questions Written by a leading expert in the field, this textbook is essential reading for all students of political marketing, parties and elections and comparative politics. This book is supported by an online resource site, www.political-marketing.org/, which is annually updated with new academic literature, audiovisual links and websites that provide further reading and links to clips for use in teaching political marketing.
Understand the theoretical—and practical—aspects of political marketing! Over the past few years political marketing strategies have been refined with the help of new findings in political science research. Campaigns and Political Marketing clearly discusses the most recent political science research studies and theories that political activists and professionals can apply to effectively campaign for an issue or candidate. This text is an invaluable compilation of research, theory, and practical application from political science experts across the country that guides readers through the complexities of everyday political marketing and campaigning. Readers get the critical knowledge needed on how to best affect public viewpoints and gain the strongest advantage over the opposition. Campaigns and Political Marketing is packed with information and insights every political activist will find useful. It coherently explains the real world of campaign politics and elections, presenting the everyday issues that political consultants face in the field, all made easily understandable even to the novice. This scholarly examination provides lessons that can be effectively applied to just about any situation. Political crises and scandals are discussed in detail, with research and historical studies that illuminate practical ways to deal with any problem. The book is extensively referenced and uses graphs and charts to clearly explain research findings. Campaigns and Political Marketing answers these tough questions: What is the role of professional campaign consultants—and their value? How have the past four presidential elections revised the state presidential vote forecasting equation? How does interest groups’ resource distribution differ from resource allocation decisions made by candidates’ organizations and the national political parties? How does congressional campaign candidate scheduling differ from legislative candidate scheduling? How effective are attack messages in generating media coverage early in a campaign? How do political professionals define campaign crises? What are the differences in public reaction when a candidate from one or the other of the two major parties is in a scandal? How is public opinion affected when tragedy strikes a political candidate? Campaigns and Political Marketing is stimulating, idea-generating reading that is perfect for educators and students in marketing, communications, and political science; practitioners in campaigns and marketing; and political activists of all types.
The Political Marketing Game identifies what works in political marketing, drawing on 100 interviews with practitioners. It also shows that authenticity, values and vision are as much a part of a winning strategy as market-savvy pragmatism.
Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of their latest findings, augmented with easy-to-read tables, charts, and figures, and reinforced with extensive references and bibliographies. The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery management, the integration of business and social science theory, and the impact of political marketing on democracy.
A guiding principle in creating Political Marketing has been to examine the ways in which culture, politics, and society interrelate in the field of political marketing. In the course of the book, the editors and contributors consider ‘culture’ as a distinctive concept with transformative capacities that need further and deeper development in the engineering of the political marketing process. This may be introduced and, consequently, lead to broad formulation of a ‘campaign culture’. Indeed, understanding and adapting a broader ‘campaign culture’, political marketing models may be seen as sets of pathways of key resources resulting viability in human assets, forms of influence, class stratification, alternative flows of information or networking and intercultural knowledge – sharing activity. This book consists of 18 chapters which deal with aspects of political marketing and ‘campaign culture.’ Theoretical chapters are found first, followed by two chapters that deal with theoretical issues which became a subject of research. Next presented are the articles that study aspects of electoral behavior, followed by the papers that analyze aspects of nationalism & national identity. Finally, the book concludes with three case studies on various issues in political marketing.
Electronic inspection copies are available for instructors Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers. Key features of each chapter include: - Short chapter introduction and learning summaries - Discussion questions to share in the classroom - Annotated suggestions for further reading - Lists of key terms to consider This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses. Dr Robert P. Ormrod, University of Aarhus, Denmark Dr Stephan C. Henneberg, University of Manchester Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London
There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies. Written by a team of 25 international expert authors, the volume explores the impact of systemic features such as the party and electoral system, analysing how parties use marketing through 14 detailed country studies. The book explores the notion that political marketing is used by parties to both sell and design political products, is by no means confined to the opposition, and that many opinions besides those of the voters are considered in product design, including ideological anchors, expert opinion and party members’ input. The authors also explore how other factors impact on political marketing effectiveness, such as the ability of governments to communicate delivery, stay in touch, the role of the media and party unity and culture. Finally the work discusses the democratic implications of market-oriented parties, highlighting the need for debate about the relationship between citizens and governments and the prospects for democracy in the 21st century. Including a practitioner perspective as well as rigorous academic analysis, this collection provides the first global comprehensive overview of how political parties market themselves, it will be of great interest to all scholars of political marketing, parties and elections and comparative politics.
Political marketing has become a global phenomenon as parties try to copy the market-oriented approach employed by Tony Blair to win power for New Labour in 1997. It raises fresh perspectives on the more established political marketing practices in the UK and US, such as how to incorporate political leadership within the market-oriented framework and the democratic implications when faced with the actual business of governing. This book also highlights how the market-oriented party approach has spread around the world, including Europe and the new democracies of Brazil and Peru. The collection also introduces the debate on whether such practices enhance or undermine democracy, raising important questions on the future of political marketing.
Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.
