Political Marketing POLITICS 345
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.
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Giving us what we want? - The Persuaders program
http://www.pbs.org/wgbh/pages/frontline/video/flv/main.html?pkg=2303&seg=1&mod=1 [13 m] This explores the use of research in communication, through focusing on the US consultant Frank Luntz. Raises ethical issues about whether marketing really is about elites listening to voters, or in fact just another tool to sell their product to us.
"Political Marketing" 3:26 http://www.youtube.com/watch?v=d90IleS_-yc
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