Market Driven Political Advertising

Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.

Auteur

Andrew Hughes is a lecturer in Marketing at the Australian National University (ANU) in Canberra. His research examines the role of stakeholders in political marketing, political advertising, leader brands, and how consumers respond emotionally to different information types. His thesis was nominated for ANU's prestigious prize, the J.G. Crawford Award.

Contenu
Chapter 1: Introduction

This chapter will introduce the reader to the overall outline of the book and the content to be covered. It will out

Each chapter will be discussed in brief and provide an overall road map for the reader. Where necessary these outlines may provide some brief definitions that will help lay the foundation stones in the readers mind of the conceptual,

empirical and practitioner areas that will be covered by the book.

It will conclude by summarising the overall objective of the book and what value the reader should expect to have from it by the conclusion.

Outline:

Introduction

Chapter overview

Conclusion

Chapter 2: The Rebirth and Transformation of Political Advertising

This chapter starts with a very brief overview of political advertising and offers new definition of political advertising that incorporates the use of social media as a new delivery mechanism of the promise of the value exchange.

It will also discuss political exchange and the role

It then looks into the role that political system has on the use of political advertising, such as on effectiveness, design or strategies. It also briefly considers the electoral event, be it a referendum or an election.

Next it defines and discusses the different types of media into two categories: heritage or old, or modern or new. A brief discussion and examples of the different perspectives that are considered in political advertising is then provided as this can assist the reader in understanding how even subtle changes in context can alter how political advertising is perceived and evaluated.

Introduction & overview

Political advertising in Political marketing campaigns:

o Background

Use to communicate value offering

Political exchange

The Rise of Stakeholders in Political Advertising

Actor-to-actor stakeholder model (Hughes 2016) Relationships and branding

o Political branding

o CRM

o Advertising's role in a Political IMC Campaign

Does the system matter? o Compulsory v non-compulsory

o Voting systems

o Political systems the sociology perspective

Heritage and New Media: Perspectives on political advertising

Chapter 3: The End of One Era, And the Start of a New

This chapter will start by examining some of the practitioner reasons and timeline in the change in political communication strategiesNext it will discuss why, using the latest research findings that utilised psychophysiological methods, that television advertising can no longer be used as the primary ...