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Selling policy

Academic Literature

Allington, Nigel, Philip Morgan and Nicholas O’Shaughnessy (1999). ‘How marketing changed the world. The political marketing of an idea: a case study of privatization’. In Bruce Newman (ed.) The Handbook of Political Marketing. Thousand Oaks, CA: Sage.

Andreasen, Alan R. (1995). Marketing Social Change: Changing Behavior to Promote Health, Social Development and the Environment. San Francisco: Jossey-Bass.

Aspara, Jaakko, and Henrikki Tikkanen (2017). ‘Why do public policy-makers ignore marketing and consumer research? A case study of policy-making for alcohol advertising’. Consumption Markets & Culture, 20(1): 12-34.

Birch, Lisa (2012), ‘Does public opinion research matter? The marketing of health policy' Chapter 9 inPolitical Marketing in Canada edited by Alex Marland, Thierry Giasson and Jennifer Lees-Marshment, UBC

Calfano, B. R. (2010). "The Power of the Brand: Beyond Interest Group Influence in U.S. State Abortion Politics." State Politics & Policy Quarterly 10(3): 227-247.

Capelli, S. and W. Sabadie (2009). "What communication legitimacy for the candidates to the French presidential elections? The case of the 2007 environmental communications." Revue Francaise du Marketing 224: 21-34.

Corner, Adam and Alex Randall (2011). ‘Selling climate change? The limitations of social marketing as a strategy for climate change public engagement’. Global Environmental Change. 21(3): 1005–14.

Elder, Edward (2016). ‘Market-Oriented Governing Leaders’ Communication: John Key and Barack Obama’. Journal of Nonprofit & Public Sector Marketing 28(1): 5-21.

Farnsworth, S. J. (2009). Spinner in Chief. How Presidents Sell Their Policies and Themselves. Boulder: Paradigm Publishers.

Fletcher, Joseph F., Heather Bastedo and Jennifer Hoce, et al. (2009). ‘Losing heart: declining support and the political marketing of the Afghanistan mission’. Canadian Journal of Political Science, 42(4): 911–37.

Gelders Dave  and Steven Van De Walle (2005). Marketing Government Reforms. In Walter Wymer and Jennifer Lees-Marshment (Eds.), Current issues in political marketing.  Haworth press.

Gelders, Dave and Øyvind Ihlen (2010). ‘Government communication about potential policies: public relations, propaganda or both?’ Public Relations Review 36(1): 59–62.

Goot, Murray (1999). Public Opinion, Privatization and the Electoral Politics of Telstra. Australian Journal of Politics and History, vol. 45(2): 214-38.

Hadjimanolis, A. (2010). "Methods of Political Marketing in (Trans)Formation of Innovation Culture." Journal of Political Marketing 9(1/2): 93-110.

Holland, Jack (2012). ‘Blair's war on terror: selling intervention to Middle England’. The British Journal of Politics and International Relations, 14(1): 74–95.

Kotler, Philip and Eduardo L. Roberto (2002). Social Marketing: Strategies for Changing Public Behavior. New York: Free Press.

Lloyd, Jenny (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): 119–35.

Marsh, D. and Fawcett, P. (2011), ‘Branding, Politics and Democracy', Policy Studies

Marsh, David and Paul Fawcett (2012), ‘Branding Public Policy' Chapter 25 in the Routledge Handbook of Political Marketing edited by Jennifer Lees-Marshment,  Routledge.

McKenzie-Mohr, Doug and William Smith (1999). Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing. Gabriola Island BC, Canada: New Society Publishers.

Quelch, J. A. and K. E. Jocz (2010). "Government Adoption of Sales Promotions: An Initial Appraisal." Journal of Public Policy and Marketing 29(2): 189-203.

Raftopoulou, Effi and Margaret K. Hogg (2010). ‘The political role of government-sponsored social marketing campaign’. European Journal of Marketing, 44(7/8): 1206–27.

Roberts, Alasidar & Rose, Jonathon. (2005). Selling the Goods and Services Tax: Government Advertising and Public Discourse in Canada. Canadian Journal of Political Science, 28(2), 311-330.

Rothmayr, Christine and Sibylle Hardmeier (2002). Government and Polling: Use and Impact of Polls in the Policy-Making Process in Switzerland. International Journal of Public Opinion Research, vol. 14(2): 123-40.

Savigny, Heather and Mick Temple (2010). ‘Political marketing models: the curious incident of the dog that doesn't bark’. Political Studies, 58(5): 1049–64.

Temple, Mick (2010). ‘Political marketing, party behaviour and political science’. In Jennifer Lees-Marshment, Jesper Strömbäck and Chris Rudd (eds) Global Political Marketing. London: Routledge, 263–77.

Van der Hart, Hein W. C. (1990). Government Organisations and their Customers in the Netherlands: Strategy, Tactics and Operations. European Journal of Marketing, vol. 24(7):

Young, Sally (2005). ‘Government advertising costs us dearly’. The Age, 30 August. Available online at (accessed 10 April 2008)

Zogby, J. (2010). "Messaging Healthcare in 2010." Politics (Campaigns & Elections) 31(292): 71.



  • Communicating tax increases - Canadian Liberals 2015 - Fairness for the middle classes -
  • Canadian Harper government ad anti-drugs [1m]

  • Canadian government advertising for Canadian oil 2013-14 – ‘Friendly government advertising on Washington subways – CBC media piece on Natural Resources Canada blanketed Washington subway stations with friendly ads promoting Canadian oil. This round of ads ran in Metro Centre from Dec. 31 to mid-February 1:14 (Just footage of the ads, no commentary)


Australian Abbott government advertises university policy changes 2014 - Govt funds ad blitz on university changes - Sky News Australia media discussion on  The Abbott government is using taxpayer funds for an advertising blitz to sell its controversial higher education changes. 01:06

Bob Brown blasts Rudd's mining ad campaign on ABC Radio National

Howard Government Advertising

WorkChoices Ad Parody[1m]

Advertisement - Work Choices [ACTU attack ad]

Work choices ad

Selling Health Care insurance, Obama USA

Health ad

Magic Johnson on Health insurance;;

US President Obama interview show Between Two Ferns with comedian Zach Galifianakis - or or

“The Story of the Affordable Care Act: From an Unmet Promise to the Law of the Land.” Organizing for Action

USA President Obama: Policy Initiatives

The American Recovery and Reinvestment Act, January 2009, 6:47

A Strong Middle Class = A Strong Future, January 2009, 19:52

A New Standard of Openness, April 2009, 9:41

Roadmap to Recovery, June 2009, 2:09

Credit Card Bill of Rights, August 2009, 2:37

Race to the Top $4B Education Investment, November 2009, 32:03

Health Care Reform, September 2009, 4:00

Financial Regulatory Reform, September 2009, 4:00

Education to Innovate, November 2009, 18:16

Obama: The Volcker Rule for Financial Institutions, January 2010, 8:16

George W Bush presidency selling war

Media report

Scott McClellan, Bush advisor, on "Selling the War to the American People" -

New Zealand

Annette King criticises $600k of government advertising by the New Zealand National Government [3.25m]

Thatcher Conservative government selling privatisation in the UK

British Gas Ad Tell Sid Postman -

Privatisation in Britain during 1980's under Mrs Thatcher – BBC documentary detailing the privatisation of industries in Britain during the 1980's including British Telecom, British Gas, British Airways and the electricity boards and creating a nation of shareholders - resulting in the rise of "Popular Capatalism" - 1 and a half hours -

Privatization in Britain – 8 minute excerpt from Commanding Heights: The Battle for the World Economy -

UK PM Brown policy initiatives

Home Owners Support Package, September 2008, 0:37

Post-Expenses Scandal Reforms, April 2009, 3:28

3Rs Initiative: one to one tuition, January 2010, 1:22

Smarter Government, November 2009, 3:00

National Strategy for Carers, June 2008, 8:16

Referendum campaigning

Issue campaign video on the use of marijuana as the US state of Florida voted on legalizing it in 2014. This Is The 'Grease' Parody To End All 'Grease' Parodies. You're Welcome, Everyone -


Website featuring links to US Government Ads

Selling Obama care

''Obama’s Vote-Getting Tactics Struggle to Find the Uninsured'

Obama Administration ad to target young men (the hardest demo to get to sign up for health insurance) to sign up see

‘White House enlists kitty, piglet, duckling to pitch Obamacare’

Klein, E., and Kliff, S. (2013) ‘Obama’s last campaign: Inside the White House plan to sell Obamacare’, Washington Post, July 17, <> accessed 25 July 2013.

Shear, M. (2009) 'Polling Helps Obama Frame Message in Health Care Debate.’ Washington Post, July 30 <> accessed January 18 2010

New York Times (2013) ‘a Chance for Pro Sports to Help on Healthcare.” By the Editorial Board  New York Times, July 2, Accessed August 201

Australia, Kevin Rudd

Key Government, New Zealand

Annette King criticises $600k of government advertising in parliament transcript

Australian PM John Howard work choices advertising

Howard ignored his own polling Mark Davis Political Correspondent March 7, 2008

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