Winning Elections with Political Marketing

Philip Davies, Philip J Davies

• Publisher: Routledge
• Year: 2012
• Print ISBN: 9780789033703
• eBook ISBN: 9781136450433
• Topic: Business
• Subtopic: Business General
• Index: Business

Find out the real impact political marketing has on the democratic process

Winning Elections with Political Marketing is a unique look at the election process on both sides of the Atlantic, providing rare insight into how modern political communication and marketing strategies are used in the United States and the United Kingdom. The leading political researchers present a cross-section of their latest findings, augmented with easy-to-read tables, charts, and figures, and reinforced with extensive references and bibliographies. The book addresses the key issues that define the interplay between political marketing and the electorate in both countries, including advertising, research methods and cross-cultural research results, political choice behavior, imagery management, the integration of business and social science theory, and the impact of political marketing on democracy.

While the national election cycles of the two countries may be fundamentally different, their election processes share one thing in common-a trend toward permanent campaigning through embedded marketing tactics that's becoming standard practice in the United States and the United Kingdom. Winning Elections with Political Marketing examines the theoretical underpinnings of policy development, the characteristics of a successful political candidate, political marketing from the perspective of the voters, campaign finance regulations, and the effects of technological changes on political communication.

Winning Elections with Political Marketing looks at:

• The Political Triangle
  
• determining market intelligence
  
• class, rhetoric, and candidate portrayal
  
• voter perceptions
  
• the role of President as party leader
  
• lobbying
  
• constituent communication
  
• voter behavior
  
• grass roots campaigns
  
• political consulting
  
• the Internet and e-newsletters
  
• the advantages of public funding
  
• and a study of the United States presidential primaries from 1976 to 2004

Winning Elections with Political Marketing is an essential resource for political practitioners, researchers, and scholars, candidates seeking political office, lobbyists, political action groups, public relations professionals, journalists, fundraisers, advertising specialists, and anyone with an interest in the political process.

Index

Page numbers followed by the letter “t” indicate tables; those followed by the letter “f” indicate figures.

AARP (American Association of Retired Persons), 118–119

Abortion, 138

Action Alerts, 119

Acton, Tom, 50

Add-ons, 214, 216

Advertising, 50

Advocacy group

campaign funding, 215, 222–223

lobbying, 140

African-American voters, 94

Ahmed, 12

Alcohol abuse, George W. Bush, 72–73

All Politics Is Local, 106

Alperin, D., 150–151

American Association of Retired Persons (AARP), 118–119

American firsters, 91

American Marketing Association, 109

American Medical Association, 111

American Political Science Association, 4, 81

Animal Farm, 121

Aristotle, 144

Arizona public funding, 214–215, 218, 220, 222–223

Ask for the Order, National Beer Wholesalers Association, 127

Australian, political research, 41–42

Bai, Matt, 100

Baines, Paul R., 4, 11, 12, 13

Balz, Dan, 99–100

Bannon, D., 156

Barnes, Fred, 87

Barone, Michael, 91

Bauer, Gary, 185

Bayh, Birch, 89

BCRA (Bipartisan Campaign Reform Act), 187–188, 220

Beard, Mike, 115

Beckel, Robert, 113

Becker, Jeff, 127

Bell, Martin, 114

Benchmark polls, 40

Berry, Jon, 200

Berry, L., 154

Beyond the Beltway, 105

Big Conversation, 46–47

Bipartisan Campaign Reform Act (BCRA), 187–188, 220

Black Wednesday, 21

Blair, Tony

candidate marketing, 61, 67–68

leader image, 24–25, 25f

permanent campaigning, 2–3

political marketing, 50

triangulation, 17

Blake, Beth, 76

Blumenthal, Sidney, 2–3

Bowler, Shaun, 42

Bracken, Jonathan, 113

Bradley, 196

Brandeis, Louis, 211

Brennan, R., 13

Bribery, 134, 141

Britain. See United Kingdom

Broder, David, 83

Brown, Edmund G. (Jerry), 184

Brown, Gordon, 45

Brown, Ron, 143

Buchanan, Pat, 185

Buckley, ...

Table of contents

• Cover Page
• Half Title Page
• Title Page
• Copyright Page
• Contents
• About the Editors
• Contributors
• Introduction. Political Marketing as Elections Approach in the United States and the United Kingdom
• Section I: Market Contexts And Developing Policy
• Section II: Political Marketing for Elites and Masses
• Section III: Political Developments and the Contexts for marketing
• Index