Campaigns and Political Marketing

Wayne Steger, Sean Kelly, Mark Wrighton

• Publisher: Routledge
• Year: 2013
• eBook ISBN: 9781136446559
• Topic: Business
• Subtopic: Public Relations
• Index: Business

Understand the theoreticaland practicalaspects of political marketing!

Over the past few years political marketing strategies have been refined with the help of new findings in political science research. Campaigns and Political Marketing clearly discusses the most recent political science research studies and theories that political activists and professionals can apply to effectively campaign for an issue or candidate. This text is an invaluable compilation of research, theory, and practical application from political science experts across the country that guides readers through the complexities of everyday political marketing and campaigning. Readers get the critical knowledge needed on how to best affect public viewpoints and gain the strongest advantage over the opposition.

Campaigns and Political Marketing is packed with information and insights every political activist will find useful. It coherently explains the real world of campaign politics and elections, presenting the everyday issues that political consultants face in the field, all made easily understandable even to the novice. This scholarly examination provides lessons that can be effectively applied to just about any situation. Political crises and scandals are discussed in detail, with research and historical studies that illuminate practical ways to deal with any problem. The book is extensively referenced and uses graphs and charts to clearly explain research findings.

Campaigns and Political Marketing answers these tough questions:

• What is the role of professional campaign consultantsand their value?
  
• How have the past four presidential elections revised the state presidential vote forecasting equation?
  
• How does interest groups' resource distribution differ from resource allocation decisions made by candidates' organizations and the national political parties?
  
• How does congressional campaign candidate scheduling differ from legislative candidate scheduling?
  
• How effective are attack messages in generating media coverage early in a campaign?
  
• How do political professionals define campaign crises?
  
• What are the differences in public reaction when a candidate from one or the other of the two major parties is in a scandal?
  
• How is public opinion affected when tragedy strikes a political candidate?
  
  

Campaigns and Political Marketing is stimulating, idea-generating reading that is perfect for educators and students in marketing, communications, and political science; practitioners in campaigns and marketing; and political activists of all types.

Index

Numbers followed by “n” indicate notes.

Abortion, as campaign issue, 110

Advertising, political

Campaign Media Analysis Group (MAG) monitoring of, 65-66

in congressional campaigns, 66

effect on voters, 81-82

interest group-sponsored, 60,61,63-77

comparison with candidate-sponsored advertising, 68,69-70,71-72,76-77

comparison with party-sponsored advertising, 68,69-70,71-72,76-77

in 2000 presidential campaign, 67-77

negative, 111. See also Negative attacks, as campaign strategy

boomerang effect of, 177

as percentage of campaign budget, 66

in times of public tragedy, 177

Alabama, forecasted presidential vote in (1948-2004), 48

Alaska, forecasted presidential vote in (1948-2004), 48

American Association of Political Consultants, 131

Arizona, forecasted presidential vote in (1948-2004), 48

Arkansas, forecasted presidential vote in (1948-2004), 48

Ashcroft, John, 184

Backus, Jenny, 136-137,139-140

Bin Laden, Osama, 142

Bipartisan Campaign Reform Act of 2002,7

Blaine, James G., 168

Blodgett, Jeff, 187

Boomerang effect, in negative political advertising, 177

Bradshaw, Joel, 24

Brown, Jerry, 109-110

Buchanan, Pat, 109-110

Bush, George H. W., 61-62

Bush, George W., 23,34,180,189

as 2000 presidential candidate, 51-52

interest group-sponsored advertising for, 67,68-76

as 2004 presidential candidate, 52

Bush, Laura, 189

California, forecasted presidential vote in (1948-2004), 46-47,48

Campaign effects

field theory of, 16

relationship to campaign spending, 3

Campaign Management Institute, 131

Campaign managers, 26

Campaign Media Analysis Group (MAG), 65-66

Campaigns. See also Presidential campaigns; Senatorial campaigns

effect on election outcomes, 2-3

effect on voters, 81-83

informational role of, 3

negative. See Negative attacks, as campaign strategy

Campaign scheduling patterns, of congressional and legislativ...

Table of contents

• Cover
• Halftitle
• Title
• Copyright
• About the Editors
• Contents
• Introduction: Campaigns and Political Marketing in Political Science Context
• Understanding Campaign Strategy: ‘Deliberate Priming’ and the Role of Professional Political Consultants
• Forecasting the Presidential Vote in the States, 1948-2004: An Update, Revision, and Extension of a State-Level Presidential Forecasting Model
• Vested Interests: Interest Group Resource Allocation in Presidential Campaigns
• Tempus Fugit: How Legislative Candidates Allocate Their Own Time
• Going Negative: Press Responses to Candidate Attack Messages
• Concepts, Crises and Campaigns: How Political Professionals Define Electoral Crisis
• Revisiting the Character of Congress: Scandals in the U.S. House of Representatives, 1966-2002
• Media as Moderator of “the Sympathy Effect”: Testing a Model of the Sympathy Vote in Political Campaigns
• Index