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Targeted communication

Academic Literature

Bodrunova, Svetlana S.(2014)Case Study 6.4 ‘”Humble and Hard-Working?”: Sergey Sobyanin and Alexey Navalny as Moscow Mayoral Candidates of 2013’in Political Marketing: Principles and Applications 2nd edition Routledge.

Busby, Robert (2009). Marketing the Populist Politician: The Demotic Democrat. Palgrave Macmillan.

Busby, Robert (2014). ‘Mama Grizzlies: Republican female candidates and the political marketing dilemma’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds). Political Marketing in the US. New York: Routledge.

Elder, Edward, and Justin B. Phillips (2017). ‘Appeals to the Hispanic demographic: Targeting through Facebook autoplay videos by the Clinton campaign during the 2015/2016 presidential primaries’. Journal of Political Marketing 16(3/4): 319-342.

Elder, Edward (2018). ‘The Clinton campaign: Appeals to moderate swing voters through anti-Trump targeted communication." In Jamie Gillies (ed).  Political Marketing in the 2016 US Presidential Election. Cham: Palgrave Macmillan, 81-95.

Germany, Julie (2013). ‘Advances in campaign technology’. In Dennis W. Johnson (ed.) Campaigning for President 2012: Strategy and Tactics. New York: Routledge, 81–91.

González, Roberto J. (2017). ‘Hacking the citizenry?: Personality profiling, “big data” and the election of Donald Trump’. Anthropology Today 33(3), 9-12.

Harmer, Emily and Dominic Wring (2013). ‘Julie and the Cybermums: marketing and women voters in the UK 2010 general election’. Journal of Political Marketing, 12(2/3): 262–73.

Hersh, Eitan D. and Brian F. Schaffner (2013). ‘Targeted campaign appeals and the value of ambiguity’. Journal of Politics, 75(2): 520–534.

Johnson, Dennis W. (2013). ‘The election of 2012’. In Dennis W. Johnson (ed.) Campaigning for President 2012: Strategy and Tactics. New York: Routledge, 1–22.

Kruikemeier, Sanne, Minem Sezgin, and Sophie C. Boerman (2016). ‘Political microtargeting: Relationship between personalized advertising on Facebook and voters' responses’. Cyberpsychology, Behavior, and Social Networking 19(6): 367-372.

Leppäniemi, Matti, Heikki Karjaluoto, Heikki Lehto and Annia Goman (2010). ‘Targeting young voters in a political campaign: empirical insights into an interactive digital marketing campaign in the 2007 Finnish general election’. Journal of Nonprofit & Public Sector Marketing, 22(1): 14–37.

Matz, Sibylle C., Michael Kosinski, Gideon Nave and David J. Stillwell (2017). ‘Psychological targeting as an effective approach to digital mass persuasion. Proceedings of the National Academy of Sciences, DOI: 201710966.

McGough, Sean (2005). ‘Political marketing in Irish politics: the case of Sinn Féin’. In Darren G. Lilleker and Jennifer Lees-Marshment (eds) Political Marketing: A Comparative Perspective. Manchester: Manchester University Press. Pp 97-113.

O'Leary, Noreen (2009). ‘GMMB’. Mediaweek, 19(24): AM2.

Rayner, Jennifer (2014) Case Study 6.5 ‘Get the targets right and victory will follow’ in Political Marketing: Principles and Applications 2nd edition Routledge.

Ridout, Travis N., Michael M. Franz, Kenneth M. Goldstein and William J. Feltus. (2012). 'Separation by Television Program: Understanding the Targeting of Political Advertising in Presidential Elections." Political Communication 29(1): 1-23.

Ridout, Travis N. (2014). ‘The market research, testing and targeting behind American political advertising’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York: Routledge.


Ads targeting women

Montage of Political ads for women US in the 2012 Presidential election 3 minutes

See Michelle Obama – Join Women for Obama -

Targeting in politics

Marketing emotion and micro-targeting through political ads academic discussion, University of Texas at Austin - as part of their Elections 2012 coverage, visiting scholar Victoria M. DeFrancesco Soto reveals what the future holds for political ad campaigns this season - 4 minutes -

Ethnic targeting

Ethnic targeting in US 2014 mid term elections - US Political Parties Eye Asian American Vote – Voice of America, US 2014 mid terms - - 03:34

Targeting students

Green Party Targeting students Published on Aug 7, 2014 Green Party Co-leaders Russel Norman and Metiria Turei visited Auckland University to launch the Student Green Card - free off-peak public transport for tertiary students and apprentices.


Obama campaign took unorthodox approach to ad buying' discusses how the used different data to target TV ads in unlikely places

Democrats, in a stark shift in messaging, to make big tax-break pitch for middle classThe Washington Post (Januray 2015) – Article discussing leading Democrats decision to attempt to address income inequality by creating more tax breaks for the middle class following the unpopularity of Obama’s economic approach the previous year.

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