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Research-led campaign communication

Academic Literature

Baldwin-Philippi, Jessica (2017). ‘The myths of data-driven campaigning’. Political Communication, 34(4): 627-633

Braun, Alexander and Anna Matuskova (2009). ‘Czech Republic: Social Democrats strike back’. Case study 7.2 in Jennifer Lees-Marshment, Political Marketing: Principles and Applications. London and New York: Routledge, 181–3.

Conley, Brian (2018). ‘Thinking what he says: Market research and the making of Donald Trump’s 2016 presidential campaign’ In Jamie Gillies (ed).  Political Marketing in the 2016 US Presidential Election. Cham: Palgrave Macmillan, 29-48.

Dermody, Janine and Stuart Hamner-Lloyd (2006). A marketing analysis of the 2005 General Election advertising campaigns. In D. Lilleker, N. Jackson and R. Scullion (Eds.), The marketing of political parties. Manchester University Press.

Gregor, Miloš & Anna Matušková  (2014) Case Study 6.1‘The Presidential Election in the Czech Republic: A Case Study of Karel Schwarzenberg’s Campaign Strategy’ in Political Marketing: Principles and Applications 2nd edition Routledge.

Rademacher, Eric W. and Alfred J. Tuchfarber (1999). ‘Pre-election polling and political campaigns’. In Bruce I. Newman (ed.) Handbook of Political Marketing. Thousand Oaks, CA: Sage.

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.

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.

Stromer-Galley, Jennifer. (2014). Presidential campaigning in the Internet age. New York: Oxford University Press. – chapters 5. ‘2008: Networked Campaigning and Controlled Interactivity’ and 6. ‘2012: Data-Driven Networked Campaigning’ 

Veer, E., I. Becirovic, et al. (2010). "If Kate voted Conservative, would you? The role of celebrity endorsements in political party advertising." European Journal of Marketing 44(3-4): 436-450.


Bill Clinton 1992 videos 9:44; 1:21

NZ Labour 2017 Let’s do this ad September 11 2017

NZ National 2017 - Keep NZ Moving Forward - Party Vote National

NZ National 2017 Clear Choice ad

NZ National 2017 - Let’s tax this ad September 14 2017

“The Persuaders”

“Political Marketing” 3:26


US 2012 election

The Death of the Hunch' in Slate discussed how experimental and analytic marketing is being used to predict/prove which ads could be most effective. May 2012

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

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