POLITICS 345 Political Marketing POLITICS 345 Political Marketing |
Static or Broadcast Political Marketing Communication
Political organizations and politicians use marketing communications all the time to achieve a wide range of goals, including improving the reputation of a government, launching a new brand, communicating a message, countering negative attacks from the opposition, educating voters, placing an issue on the agenda and increasing support for a politician or policy. Marketing helps to ensure that politicians understand who they should communicate with, when, on what topic and how; i.e. that communications are conducted strategically. Static communication (what goes from the political organization or figure to the public ) includes the marketing communication of candidates; campaign communication (research-led communication, market-oriented advertising, insights marketing, guerrilla marketing and celebrity marketing); communication tools (e.g. get out the vote, direct marketing, targeted communication and mobile/virtual marketing); selling policy (including government advertising and social marketing, and looking at policy concerned with involvement in war); communicating change, crisis and issues management; and integrated marketing communications.
Academic Literature
Farrell, David M. and Martin Wortmann (1987). Party Strategies in the Electoral Market: Political Marketing in West Germany, Britain and Ireland. European Journal of Political Research, 15: 297-318.
Gutekunst, Marco (2010), The Marketing of Political Parties: Differences in the Perception of Marketing Techniques VDM Verlag Dr. Müller
Hughes, Andrew (2018) Market Driven Political Advertising: Social, Digital and Mobile Marketing Palgrave Macmillan
Johnson, Dennis W. (2012) ‘Campaigning in the Twenty-first Century: Change and Continuity in American Political Marketing' Chapter 16 in the Routledge Handbook of Political Marketing edited by Jennifer Lees-Marshment, Routledge.
Lees-Marshment, Jennifer (2009). Political Marketing: Principles and Applications (First edition) Routledge Chapter 7 Marketing communication and campaigns
Lees-Marshment, Jennifer (2011) The Political Marketing Game, Palgrave Macmillan Chapter 5 Communicating
Lees-Marshment, Jennifer (2014) Political Marketing: Principles and Applications 2nd edition. Routledge Chapter 6 Static political marketing communication
Lees-Marshment, Jennifer, Brian Conley and Kenneth Cosgrove (eds) (2014). Political Marketing in the US. New York: Routledge.
Lloyd, J. (2009). "Keeping Both the Baby and the Bathwater: scoping a new model of political marketing communication." International Review on Public and Nonprofit Marketing 6(2): 119-135.
Marland, Alex (2012), Amateurs versus Professionals: The 1993 and 2006 Canadian federal elections, Chapter 4 in Political Marketing in Canada edited by Alex Marland, Thierry Giasson and Jennifer Lees-Marshment, UBC
Marland, Alex (2016). Brand Command: Canadian Politics and Democracy in the Age of Message Control. Vancouver: UBC Press.
Martin, V. (2009). "Emotions used in a strategy of seduction: political marketing and the study of speeches. The case of the 2007 French presidential elections." Revue Francaise du Marketing 225: 51-65.
McGough, S. (2005). Political marketing in Irish politics: the case of Sinn Féin. In D. Lilleker and J. Lees-Marshment (Eds.), Political marketing: a comparative perspective. Manchester University Press.
Newman, Bruce (1999). The Mass Marketing of Politics: Democracy in an Age of Manufactured Images. Beverley Hills: Sage Publications.
Norman, Peng, and Hackley Chris. "Political Marketing Communications Planning in the Uk and Taiwan."Marketing Intelligence & Planning 25, no. 5 (2007)
Vigso, O. (2010). "Extemist Stickers: Epideictic Rhetoric, Political Marketing, and Tribal Demarcation." Journal of Visual Literacy 29(1): 28-46.