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1
O'Cass, Aron. "Political marketing : the application of marketing to politics." Thesis, Queensland University of Technology, 1994. https://eprints.qut.edu.au/36328/1/36328_O%27Cass_1994.pdf.
Full textAbstract:
The application of marke ting to the political process has been
advanced in a number of writings . A marketing perspective in
e xamining the political process and electoral behaviour offers n ew
insights into electoral behaviour and understanding the c ampaign
p r ocesses of polit i cal parties . Research on the actual marketing
orientation of political parti es is not signif i cant at this stage
and as such this r e search addr esses the market i ng orientation and
structur al and process charact eristics of political marketing with
the research problem being:
To determine what extent marketing has been inc orporated i n to the
ope rations of the QLD Liberal Party and identify the struc tural and
process characteristics of par ty's market ing environment.
The research questions were :
RQ 1. To what extent has the QLD Liberal Party adopted the
marketing concept and is there support within t he party for
the researcher's redefini tion of the Ma rke ting Concept i nto
poli tical terminology to suit political marketing?
RQ 2. To what extent are the QLD Liberal Party market ing
oriented?
RQ 3 . What are the struct ural and process characteristics o f the
QLD Liberal Party's marketing environment?
These research questions provided a focus for the investigations
and the r esearcher' s endeavor to address the research problem.
Chapter 1 of this thesis set the scene and identif i ed the broad
d ire ctions and boundaries for t he study. It i ntroduced the topic
and set out the purpose of the s tudy and its background. Chapte r
a lso justif i ed the study on a number of theoretical and pra ctical
1
grounds and h ighlights the signif icance of the study because of its
focus on polit i cal marketing which is postulated to b e part of
marketing's e xtended doma in .
Chapter 2 provided a review of the relevant literat u re , addressing
the broader parent discipline f ocusing on the market ing concept,
e xchange, market orientation and other key concepts and parent
di s cipline issues . Importantly the r eview identified t he arguments
for proposing that mar keti ng or more pre cisely a marketing
orientation has been incorporated into politics by political parties rests upon the generic concept of marketing and that it (the
generic concept) has been accepted as a central paradigm in
marketing.
Chapte r 2 then focused on the immediate discipline of political
marketing and reviews the similari ties between commercia l marketi ng
and pol itical marketing and other issues and concepts that the
political marketing literature has addressed. From the two areas
gaps in the literature are identified and the research questions
developed.
Chapter 3 aqdressed the methodological issues related to the
research area and discussed the selected methodology. I t descri bed
the data gathering techniques to be employed and types of analysis
to be performed in the two stage primary research desi gn of this
case study. Chapter 3 also established that the study was rigorous,
methodologically sound and repl icable.
Chapter 4 presented t he patt erns of results of the two s t age data
gathering of the primary research for the three research question.
The anal ysis of results i ndicated that the key dimensions and
concepts addressed in the survey were significantly associated and
the scale was quite rel i able and as such the measure of internal
consistency was satisfactory . The results were judged not to be an
artifact of the individual or separate stages .
The pattern of results indicated that the interviewees had mini mal
to none existent understanding of the marketing concept and a
somewhat negative attitude toward ic. However survey results
indicated a positive acceptance and attitude toward the marke ting
concept generally and also its application in politics. The
researcher's redef inition of t he marketing concept i nto political
terms also received a high level of acceptance from respondents .
The results indicated t he marketing concept has not been adopt~d by
the party and their voter focus is minimal and they do not have a
market orientation .
The results indicated that the organisation is highly
' organisa tion centered ' which i ndicates the l a ck of a true marketing
orientation; it has a strong sales orientation, where it believed
electora l success is obtained if it can persuade the voters to
accept its policy and issues stands rather than its competitors. The QLD Liberal Party does not possess a marketing 'mind set',
structure or follow processes that yield a marketing orientation.
The structural and process characterist i cs of the QLD Liberal
party's marketing environment indicated that the product is a
complex blend of various elements and that ser vice is a component .
The results also indicate that loya lty was very important for the
par ty and that mutability created pr oblems because of the party's
minor status and alignment with the National Party.
Furthe r the r esults indicated amateurism and volunteers creat ed
p r oblems of control and motivation for the party and that a negative
percept i on of marketing exists in some sections of t he party. The
results also indicated that campaigns are based on style over
substance and there is a high use of negative advertising and with
the media being both a market and communications channel . The
r esearch orientation of the party is toward polling and tactical
voting was a critical strategy in campaigns.
Chapter 5 discussed the findings and detailed the conclusions drawn
f r om the data pre sented in c hapter 4 t o a nswer the r esearch prob lem ,
and discussed the implications of the study's findings.
The r esearch problem as such went beyond e xami ning singular
concepts that are appropriate in marketing and looked for the
i n tegrated and synergistic appli cati on of marketing concept s and
tools by- the party. It also focused on the political marketing
environment to e xamine the structural and process characteristics
that affect the party's operations .
The conclusion about the research problem was that the party has
not incorporated marketing into it operations. Specifically
marketing whi ch is i ntegrated and s ynergistic . Further the study
identified those structural and process characteristics that wer e
identified in the literature and discovered t hat the produ~L was
more comp lex than the literature indicated. Further the ~arketplace
was identified as being competitive and volatile . Al so the process
element of party tactical voting in a preferential voting system was
ide n tified as being a critical s trategy to ensure t he opposing
candidates were allocated last on the ballot by loyal voters.
Further the mar keting concept with its custome r centered
orientation creates a major concern from the perspective of interviewees, as they indicate the role and significance of the
voter{customer) in deve l oping the political product is negligible.
In conclusion the results of this study indicated that marketing
has not been successfully extended into the QLD Liberal Party 's
political operations, even though the party argues it successfully
uses advertising and political polling. Contrary t o the party's
belief marketing is characterised by an integrated and synergistic
mix of product development and design , dis tribution, pricing or
economic cost and promotion . This set of marketing activities is
the twin edge. sword of marketing, the first edge is the mix of these
elements that are developed to meet the needs and wants of target
customers (voters) and the second edge is to meet the objectives of
the organisation.
2
Hlávková, Lenka. "Politický marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192483.
Full textAbstract:
Political marketing and political science are relatively young disciplines. Their contemporary shape follows the context of the dynamic social changes, caused by the technological innovation. This thesis should try to cover a range of areas, related to the connection between politics, political science and political marketing. The consistent analysis is supplemented by example from practice of the Czech political party. The chosen case study refers to the parliamentary election in 2013. The thesis introduces key tools of marketing communications and their applications on the market, establishing proper communication objectives and shows, how to choose appropriate communication strategy.
3
Hanulay, Juraj. "Politický marketing 2010." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74094.
Full textAbstract:
Thesis: "Political marketing used in NC elections 2010" deals with the proximity of political marketing from two perspectives and the theoretical and practical. The theoretical part is clarified the concept of political marketing and its role in electoral campaigns, in brief are approximated social networks which are commonplace in political marketing. The practical part of which approximates the pre-election situation in Slovakia, the application of political marketing in the parliamentary elections in 2010 in the Slovak Republic, the election results for the subsequent assessment of the effectiveness of parties in the use of marketing resources.
4
Stručovská, Hana. "Marketing českých politických stran v roce 2010." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71894.
Full textAbstract:
The Master Thesis Political Marketing in the Czech Republic 2010. Campaigns for Chamber of Deputies election aims to reveal the political marketing of the most important Czech political parties foregoing the Chamber of Deputies election. The thesis is focused on marketing campaigns of parties and their most marked moments, which had an impact on the election results. The thesis is set in the concrete political situation. Firstly the political marketing is theoretically described, than the thesis targets particular parties and their campaigns. Content analysis, analysis of media instruments and the interview with election manager are used in the thesis. Primary and secondary information are processed in the thesis. The most important moments of campaigns are analyzed linking to marketing tools as well as consequences for election results.
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Šanda, Jakub. "Politický marketing ve střední Evropě." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-74198.
Full textAbstract:
Diploma thesis Political Marketing in Central Europe analyzes the historical background, culture specifics, economical, geographical and socio-demographical factors which are influencing voters' decisions in individual countries, mentions the communication of political parties and analyzes the results of parliamentary elections in the Czech Republic, Slovak Republic, Hungary, and presidential elections in Austria and Poland, which took place in 2010. Based on the findings the author tries to predict the probable further development of political parties in the political scenes in the country and identifies key factors of voters' decisions in each country.
6
Lees-Marshment, Jennifer. "Political parties and political marketing in Britain since 1979." Thesis, Keele University, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.302275.
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Sansom, Timothy Michael. "Political marketing : the Conservatives in opposition." Thesis, University of Leicester, 2009. http://hdl.handle.net/2381/4806.
Full textAbstract:
This thesis examines the political marketing of the Conservative Party in three opposition periods: 1966 to 1970, under Edward Heath, 1975 to 1979 with Thatcher as leader, and 1997 to 2001 under William Hague. The temporal comparisons made in this research contrasts with the accounts that discuss marketing issues in the context of one particular government, opposition period, or election campaign. The thesis uses two marketing frameworks from Negrine and Lilleker and Brassington and Pettitt to test the hypothesis that the Conservatives were competent practitioners of proactive and innovative political marketing. The research questions consider the key issues that frustrated the Conservatives’ marketing development, whether the Conservatives were undertaking political marketing before the terminology became commonplace within academic literature, how important was the promotion of the personal ideological beliefs of senior Tory politicians to the Conservative marketing strategy, and why some Conservative marketing initiatives were unsuccessful? In contrast to the many accounts that focus on the market orientation of the Tories in power, this thesis provides a key contribution to the political marketing debate by specifically examining the marketing strategy of three Tory oppositions. The analysis highlights a series of complex issues that can be faced by an opposition party when devising and implementing a marketing strategy, including intra party divisions regarding the previous election defeat, proposals for new policies and ideology, and new marketing initiatives. The thesis also highlights how many innovative marketing techniques were implemented during the Heath opposition, which compromises the innovativeness of the market orientation during the Thatcher era, as well as demonstrating that the Tories were implementing marketing before the terminology was extensively used in academic discourse. The research additionally examines the unsuccessful Tory marketing initiatives, including the extensive amount of negative campaigning during the three periods, which further compromises a positive perspective of Tory marketing.
8
Handtmann, Henry H. "The Evolution of Political Marketing: 1952 to Present." Scholarship @ Claremont, 2012. http://scholarship.claremont.edu/cmc_theses/360.
Full textAbstract:
According to the American Marketing Association (AMA), marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[1] To do this, marketing institutions have developed systematic processes for evaluating the wants and needs of the masses, and designed mechanisms to persuade large groups of people, as well as smaller targeted markets. If the "product" is a presidential candidate…. The marketing objective of a political party / candidate is to communicate, deliver, and exchange offerings (policies for votes). Hence, political campaigning and traditional marketing have similar objectives. For clarity, the term candidate and political party are synonymous when applied to marketing concepts.
In the 1950s, marketing experts realized the potential of selling the value of their candidate, party, and specific initiatives, through a systematic process now known as "political marketing."[2] This study will review the evolution of political marketing, evaluate how several presidential candidates gained a competitive advantage over their opponents by both utilizing traditional marketing practices, and, with social marketing, gained leverage with the Internet. It concludes with the significance of the Internet, online campaigning, social media, and their collective effects on the current and future of the political system.
[1] "Definition of Marketing," The American Marketing Association, http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx.
[2] Dominic Wring, "The Marketing Colonization of Political Campaigning," in The Handbook of Political Marketing, ed. by Bruce I. Newman. (London: Sage Publications, Inc, 1999), 44-45.
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Alionytė, Milda. "Politinio marketingo kaštų įtaka rinkimų rezultatams." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110614_152408-30991.
Full textAbstract:
Baigiamojo darbo tikslas – įvertinti politiniui marketingui skirtų kaštų įtaką rinkimų rezultatams. Siekiant tikslo, teorinėje darbo dalyje analizuojama politikos ir politinio marketingo sąvokos. Taip pat, aiškinamasis politinio marketingo modelis, analizuojami politinių partijų kampanijų finansavimą apibrėžiantys įstatymai, bei politinė reklama. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami Lietuvos Respublikoje vykusių Savivaldybių tarybų rinkimų rezultatai. Naudojant Lietuvos Socialdemokratų, Tėvynės sąjungos – Lietuvos krikščionių demokratų ir Darbo partijų politinei kampanijai skirtų pajamų ir išlaidų ataskaitas skaičiuojama mandato kaina Kauno ir Vilniaus miesto rinkiminėse apylinkėse, bei Lietuvos mastu. Projektinėje darbo dalyje suformuluoti tokie sprendimai rinkėjų skaičiui pritraukti ir kuo didesniam mandatų skaičiui gauti: 1. Reikia kaip atskirą segmentą išsiskirti būsimą ir esamą akademinį jaunimą (studentus); 2. LSDP pozicionuodama turi remtis savo ilgamete patirtimi, žiniomis. 3. TS-LKD turi mažinti savo neigiamą įvaizdį ir pozicionuoti save kaip teigiamų pokyčių ir kaitos siekiančią partiją; 4. DP gali pozicionuoti save kaip partiją padedančią vidurinės klasės asmenims siekti išsilavinimo.The final goal of diploma paper is to assess the influence of political marketing costs on election results. To achieve the objective, the policy and political marketing concept is analyzed in a theoretical part of the paper, together with interpretation of political marketing model as well as the analysis of the political party campaign finance laws and political advertising. Final analytical part provides an analysis of the Municipal Council election results of the Republic of Lithuania. Using the calculated costs of the income and expenditure of the Lithuanian Social Democrats, the Homeland Union - Lithuanian Christian Democrats and the Labor party's political campaign of the mandate of the city of Vilnius and Kaunas elective districts, and Lithuania. In a designed part of the paper , solutions are formulated how to attract voters and how to get the greatest number of mandates : 1. A separate segment of the future and current university students (undergraduate students) should be distinguished; 2. LSDP when positioning must rely on their many years of experience and knowledge. 3. HU-LSC has to reduce its negative image and position itself as a positive development and change aiming party; 4. LP may be positioning itself as the leading party which helps a middle class people to seek an education.
10
Savigny, Heather. "Political marketing : a critical assessment - Caveat emptor." Thesis, University of Birmingham, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.420240.
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Piercy, N. F. "Marketing budgeting : A political and organisational model." Thesis, Cardiff University, 1985. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.379413.
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Lourenço, Filipe Miguel Silvano dos Santos. "Political marketing in presidential and legislative elections." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19667.
Full textAbstract:
Mestrado em MarketingMarketing político é uma disciplina que tem vindo a ganhar cada vez mais atenção no mundo académico e uma das suas áreas de pesquisa é o facto de marketing político necessitar de diferentes práticas conforme a cultura do país em que está a ser aplicado, no entanto ainda não foram estudadas diferentes práticas que têm de ser aplicadas dentro da mesma cultura, mas para diferentes tipos de eleições. Este estudo irá analisar as diferenças que campanhas para eleições presidenciais e legislativas têm de ter em atenção em Portugal, estudando o caso da campanha presidencial de 2016 de sua excelência Marcelo Rebelo de Sousa, e da campanha legislativa de 2015 sua excelência António Costa e do PS. As maiores diferenças encontradas foram ao nível de características pessoais, em que no caso do presidente MRS se dá maior importância à sua personalidade, enquanto que no caso do primeiro ministro se deu mais importância às suas capacidades; o partido político teve maior relevância nas eleições legislativas, enquanto que o histórico pessoal e a fama tiveram mais relevância nas presidenciais; os eleitores deram maior importância ao programa eleitoral do primeiro ministro achando que a sua função principal é de legislar, enquanto que a função do presidente é mais de representar o país e estar próximo do povo; e ainda houve diferenças a nível do tipo de campanha efetuada.
Political marketing is a subject which has been gaining growing attention in the academic world, and one of its areas of research is the fact that political marketing needs to apply different practices dependent on the culture in which it is being applied, however there haven?t been any studies regarding different practices which have to be applied within the same culture, but regarding different kinds of elections. This study will analyze differences that campaigns for presidential and legislative elections need to take into consideration when being prepared, studying the case of his excellence, president Marcelo Rebelo de Sousa?s 2016 presidential campaign, and his excellence prime minister António Costa and PS?s 2015 legislative campaign. The biggest differences found were in the personal characteristics of the candidates, with people paying more attention to the personality of the president and the capacities of the prime minister; the political party has a higher level of importance when it is legislative elections while the historic and reputation were more relevant in presidential elections; the electorate gave more importance to the electoral program of the prime minister, believing that his main function is to legislate, while the main functions for the president were to represent the country and to be closer to the people; and there were also differences regarding the type of campaign each candidate followed.
info:eu-repo/semantics/publishedVersion
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Johansson, Veronica. "Political Marketing and the 2008 U.S. Presidential Primary Elections : MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Department of Business Administration and Economics, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6268.
Full textAbstract:
Aim: Over the years, marketing has become a more and more important tool in politics in general. In order to campaign successfully – and become the President-elect - in the U.S. Presidential Election, marketing is indispensable. This lead to enormous amounts of money spent on marketing. The aim of this research is to contribute to existing knowledge in the field of political marketing through the analysis of how marketing is done throughout a political campaign. The 2008 U.S. Presidential Primary Elections, together with a few key candidates have served as the empirical example of this investigation. Four research questions have been asked; what marketing strategies are of decisive outcome in the primary season of the 2008 political campaigning, how is political marketing differentiated depending on the candidate and the demographics of the voter, and finally where does the money come from to fund this gigantic political industry.
Method: The exploratory method and case study as well as the qualitative research method have been used in this work. Internet has been an important tool in the search for, and collection of data. Sources used have been scientific articles, other relevant literature, home pages, online newspapers, TV, etc. The questions have been researched in detail and several main conclusions have been drawn from a marketing perspective. Correlations with theory have also been made.
Result & Conclusion: In the primary season, the product the candidates have been selling is change. The Obama campaign successfully coined and later implemented this product into a grassroots movement that involved bottom-up branding of the candidate. This large base allowed for a different marketing strategy that implemented earlier and better organization in the caucus voting primary states resulting in an untouchable lead for the Obama campaign. The successful utilization of the Internet and social networking sites such as Facebook and YouTube led to enormous support, not least among the important group of young (first time) voters. It also served as the main base for funding throughout both the primary and the presidential season, effectively outspending the Clinton, and later, the McCain campaigns. This study has shown that there are differences in marketing when it comes to different presidential candidates even within the same party. Marketing activities and efforts also look different for different marketing groups.
Suggestions for future research: This study was limited to the primary season; it would have been interesting to include the whole U.S. Presidential campaigning process from start to finish. In future research projects, it would also be interesting to see comparisons between political marketing in the U.S. and political marketing elsewhere, in Europe for example.
Contribution of the thesis: This study contributes to increased knowledge when it comes to understanding the role of social media, grassroots movement, and bottom-up branding as a political marketing strategy. It also contributes to increased knowledge about political marketing in general. Furthermore, it shows the importance of marketing - and money - in American politics. Political parties as well as individual candidates may also find the results of this research useful for future campaigning.
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ALBUQUERQUE, Emmanuel Felipe Patriota de. "Corruption and political marketing: a game theoretical approach." Universidade Federal de Pernambuco, 2016. https://repositorio.ufpe.br/handle/123456789/24424.
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CNPQ
We consider a game between a non-benevolent incumbent politician and a bu-reaucrat, where both can illegally appropriate public resources. The corrupt politician uses the resources to finance political campaigns and the bureaucrat to buy goods and services. Any illegal withdraw from the treasury diminishes the politician’s capability to improve social welfare. Politicians care about votes, bureaucrats care about money, and voters care about social welfare and are influenced by campaigns. We analyze the role of society’s educational level and of different punishing structures. We find that: i) an ill suited punishing scheme may increase state capture corruption; ii) the more educated the politician’s constituency is, the less lenient to corruption she will be; and iii) the more sensitive to marginal increases in corruption the punishing structure is, the smaller both players’ optimal illegal appropriation.
Propomos um jogo entre um político não benevolente e um burocrata, no qual ambos podem desviar recursos públicos ilegalmente. O político corrupto utiliza os recursos desviados para financiar campanhas políticas e o burocrata para comprar bens e serviços. Quanto maior a quantidade de recursos desviados, menos o político pode melhorar o bem-estar social. Políticos se importam com votos, burocratas se importam com dinheiro, e eleitores se importam com o bem-estar social e são influenciados por campanhas políticas. Analisamos o papel do nível educacional da sociedade e de diferentes estruturas de punição. Nossos principais resultados são: i) uma estrutura de punição mal elaborada pode aumentar corrupção do tipo state capture; ii) quanto mais educada a sociedade, menos o político será leniente com corrupção e menor será seu desvio ótimo; iii) quanto mais sensível a aumentos marginais de corrupção a estrutura de punição for, menor será o desvio ótimo dos jogadores.
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Hrušková, Petra. "Nástroje politického marketingu a ich využitie v prezidentských voľbách SR (analýza prezidentskej kampane Andreja Kisku)." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206989.
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The political marketing established in the Slovak Republic over the time and became a relevant part of the Slovak elections. Presidential elections in 2014 showed, that there is sufficiently large space for the application of political marketing. The aim of this thesis is to evaluate the election campaign of Andrej Kiska in presidential elections in 2014 in terms of usage of political marketing tools. The ambition of this work, is to show the extent and the exact form of the tools which were used in this campaign, based on the theoretical framework. Another object of this work is to describe, how was the results of presidential elections in 2014 perceived by Slovak public, how happy were the Slovak voters with the results of the elections and which arguments dominated in favor of Andrej Kiskas election.
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Laresová, Martina. "Kampaň Baracka Obamy - Trendy politického marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10970.
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Based on theoretical background and Barack Obama's campaign analysis this paper is aiming to define the trends in the field of political marketing. The conclusion is (a) a complex employment of marketing tools and strategies with focus on synergy of "new" and "old" media ("postmodern campaigns"), (b) necessity of "permanent campaigning", (c) profesionalization of strategy and execution, (d) personalization of message, political supply and of citizens and (e) change of electorate's reaction to campaign communication, which has been caused by usage of digital technologies and influence of pop culture.
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Pistulková, Petra. "Volby do PS Parlamentu ČR 2002,2006,2010: analýza volebních materiálů." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71986.
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Diploma thesis focuses on parliamentary election campaign of Czech Social Democratic Party (ČSSD) in 2002, 2006 and 2010. The hypothesis is that ČSSD maintains relatively stable core of voters, manages to call on them through their political campaign and to keep their support. Yet ČSSD is unable to catch new voters, especially young people and university educated voters. The goal is to prove or disprove this hypothesis and to give a reason why it is so. This paper outlines the influence of political marketing and presents a critical analysis of political marketing. It examines trends in Czech parliamentary election campaigns of 2002, 2006 and 2010 and the shifts in voters preferences. The paper analyses election materials in order to determine the profile of ČSSD voters and to explain why ČSSD has this profile of voters.
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Prommeenate, Prapanrat, and Ruechuphan Chookruvong. "Political Marketing: Brand Personality for Generation Y Thai Voters." Thesis, Mälardalen University, School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-822.
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Date: May 28th, 2008
Course: Master thesis, EFO705
Authors: Prapanrat Prommeenate 830202
Ruechupan Chookruvong 811004
Tutor: Tobias Eltebrandt
Title: Political Marketing: Brand Personality for Generation Y Thai voters.
Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters?
Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions.
Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand.
Conceptual Framework: Brand personality concept is being used as the main framework. In addition, the integrated marketing communication is used to explain how the brand personality should be distributed.
Conclusion: The thesis offers the important traits and characteristics of the parties and leaders for the Generation Y Thai voters. Additionally how the parties should communicate the brand personality is recommended.
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Bigi, Alessandro. "Political Marketing: Understanding and Managing Stance and Brand Positioning." Doctoral thesis, KTH, Industriell marknadsföring, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-197269.
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This thesis investigates the strategic stance of a political brand and the factors that affect its positioning. The question related to the positioning of a political brand is complex. Nowadays, political leaders should be able to define the characteristics of their political brand. To succeed in the political arena, they must understand, identify, and utilize the most appropriate mechanism of communication to create an accurate perception of their political image in the market that is strictly linked to the characteristics of their brand and to reach these targets. For these reasons, it is mandatory to have measurement methods and comparable results over time. It was decided to divide the overall research problem into four different research questions to explore and explain the mechanism of political brand creation and the interaction between political brands and the electorate and to do so through four different papers. In paper 1, the political environment has been observed and studied. Subsequently, a theory of consumer and product orientation has been identified and utilized to both understand and to strategize how politicians can better position and present themselves to the public and voters. Paper 2 proposes a methodology to measure political positioning and constituent perception. The specific aim of the research is to explore interrelations between a political party's positioning in two different periods to discover possible discrepancies and changes over time. Paper 3 investigates whether the negative impact of a political brand can influence a country's brand. The fourth paper tried to measure how the quality, readability, and frequencies of political messages could provide insight into the effectiveness of viral communication using a political blog. This thesis contributes to the understanding that influence in a political environment happens in a bidirectional manner, where politicians are influenced by voter sentiment and voters are influenced by politicians. The key strategic question then becomes not whether the stance is right but if it is appropriate for the environmental condition in which the party or brand finds itself. If it is, then the party or brand must both reinforce and maintain the mode of focus; if it is not appropriate, then strategists need to identify a more appropriate stance and engineer ways for the brand to move in that direction. Political marketing managers could find the results of this thesis useful for revealing the difference between a political party's positioning and its perceived positioning as well as monitoring it in different periods to discover possible discrepancies over time.Denna avhandling undersöker den strategiska inställningen till ett politiskt märkesnamn och de faktorer som påverkar dess positionering. Frågan som har att göra med positioneringen av ett politiskt märkesnamn är komplex och politiska ledare borde kunna definiera sina märkesnamns utmärkande egenskaper och förstå, identifiera och använda de lämpligaste kommunikationsmekanismerna för att skapa en riktig uppfattning om den politiska profilen i en marknad som är strikt kopplad till kännetecknenför märkesnamn. För att uppnå dessa resultat är det obligatoriskt att ha mätmetoder och jämförbara resultat över tiden. För att utforska och förklara mekanismen i skapandet av politiska märkesnamn och den ömsesidiga påverkan mellan politiska märkesnamn och väljarkåren har det övergripande forskningsproblemet därför bestämts och delats upp i fyra olika forskningsfrågor. I första avdelningen observerades och undersöktes den politiska miljön och därefter användes en konsumtions och produktinriktning för att både förstå och skapa en strategi för hur politiker skulle kunna positionera och presentera sig själva för allmänheten och väljarkåren på ett bättre sätt. Andra avdelningen föreslår en metodik i syfte att mäta politisk positionering och väljarnas perception. Forskningens bestämda målsättning är att utforska det inbördes förhållandet mellan ett politiskt partis positionering under två olika perioder för att upptäcka möjliga avvikelser och förändringar över tiden. Tredje avdelningen undersöker om den negativa effekten i ett politiskt märkesnamn kan påverka ett lands märkesnamn. Den fjärde avdelningen försökte mäta hur kvalitén, läsbarheten och det ideliga upprepandet av politiska meddelanden skulle kunna ge kunskap om effektiviteten i viral kommunikation genom användning av politisk blogg. Denna avhandling bidrar till att ge kunskap om att påverkan i politikensker på ett sätt som går i båda riktningarna där politiker påverkas av väljarnas känslor och väljarna påverkas av politikerna. Den strategiska nyckelfrågan blir då inte om inställningen är rätt men om den passar för det miljöbetingade tillståndet i vilket partiet eller märkesnamnet befinner sig. Om inställningen är rätt måste både partiet eller märkesnamnet förstärka och behålla inriktningen på metoden; om den inte är rätt, måste strategen hitta en mer passande inställning och verka för att märkesnamnet går i den riktningen. Politiska marknadschefer skulle kunna tycka att slutsatserna i avhandlingen är användbara för att visa på skillnaden mellan ett politiskt partis positionering och positioneringen som den uppfattas, likaväl som att kontrollera inställningen under olika perioder för att upptäcka möjliga avvikelser över tiden.
QC 20161212
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Jeřábková, Veronika. "Politický marketing - Image politických stran v ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73934.
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The topic of this thesis is political marketing with a focus on marketing communication of Czech political parties. Its title is "Image of political parties in the Czech republic" and describes use of political marketing and its methods or instruments in Czech political environment. At first the thesis describes methods of political marketing especially marketing communication and how five chosen Czech political parties (ODS, ČSSD, KSČM, TOP 09, VV) use them. What is useful, where are mistakes etc. The thesis is focused on image of chosen parties. The aim is to find out, if the identity (planned image) of political parties corresponds with perceived image by young people (18-30 years, university educated). Due to this aim a focus group and a quantitative research were conducted. Their results were compared with planned image detected in interviews with marketing managers of particular parties (except VV). Moreover the thesis contains recommendations for parties for improving their communication to achieve their planned image.
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Olivera, Luis. "El marketing en la política." Conexión, 2016. http://repositorio.pucp.edu.pe/index/handle/123456789/114674.
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Political marketing is a tool for doing politics. As a medium, it cannot distort the sense of purpose, politics and government. The article highlights the importance of the process of govern and locates the election process as a means to such end.El marketing político es una herramienta para hacer política, es un medio. Como todo medio, no puede desvirtuar el sentido del fin, la política, el poder, el gobierno. El artículo subraya la importancia de gobernar y ubica las elecciones como un medio para tal fin. El marketing político integral implica incorporar la herramienta en el conjunto de la acción política.
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Švejcarová, Pavla. "Médiokracie - politická komunikace v době masových médií." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192707.
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The aim of this master thesis is to analyse how Czech political parties used social network to political communication before election in year 2013. The work tries to define the basic concepts of political marketing, political communication and new, modern forms of it associated with the Internet and social networks. In the analytical part I analyse Facebook profiles of selected parties. The work is complemented by scans of profiles, graphs and tables, which can help to understand the analysis. The analysis uses data from the annual reports of the parties, the publication of the Institute of Political Marketing, and most of its research interviews.
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Myungseop, Lee. "The evolution of place marketing : focusing on Korean place marketing and its changing political context." Thesis, University of Exeter, 2012. http://hdl.handle.net/10036/4061.
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Over the last three decades, within the context of globalisation and intensified inter-urban competition, we have observed the growing use of market-centred strategy such as ‘marketing or branding places’. Despite the worsening of the economic situation since the 2008 global financial crisis, the overall trend of expansion of place marketing based on marketing science keeps going further in many cities in South Korea. Why does this phenomenon happen? How can we interpret it at this time? What does this mean for the cities and their residents? In order to answer these questions, this thesis attempts to understand the process of place marketing projects, and analyse how they were politically formed and what their actual effects were for residents. In addition, it develops a critical understanding of the evolution of urban place marketing projects from the political perspective in Gwangju, South Korea: the Gwangju Biennale, the Asian Culture Complex, the Dome Baseball Stadium, the Urban Folly, and the Gwangju Universiade 2015. Through a nation-wide Korean expert survey and a case study of Gwangju, this research shows that Korean place marketing shares common trends with Western cities as well as having some specifically Korean characteristics. In particular, it tries to reveal the evolving nature of Korean place marketing by employing a combination of multi-scalar and cultural politics approaches. The thesis concludes that some Korean cities such as Gwangju have moved toward neo-liberalisation by employing entrepreneurial strategies of place marketing.
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Krejčíková, Kristýna. "Možnosti uplatnění marketingu v politice." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76291.
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The thesis deals with a form of modern marketing with respect to its application in a political environment. Thesis deals with the specifics of marketing in politics and issues are approached in the evolution of marketing campaigns around the last sixty years. The theoretical part also deals with the strategy of creating campaign. Political parties are classified by level of use of marketing instruments in their election campaigns, using a method of well-known political marketing expert - J. Lees-Marshment. The practical part is an analysis of selected marketing campaigns of Czech political parties according to the parameters described in the theoretical part. Based on the results of the analysis was drawn up a list of recommendations to create a campaign of a hypothetical political party.
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Žilevičius, Nerijus. "Marketingo apraiškos politinėje komunikacijoje. 2012-tų metų Lietuvos Seimo rinkimai: politinės partijos „Sąjunga TAIP“ atvejis." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2013. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2013~D_20130206_113247-16186.
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Marketingo teorija iki XX a. 8-to dešimtmečio nagrinėjo pelno siekiančių kompanijų veiklą. Tačiau vėliau buvo pastebėta, jog valstybinės ir viešos įstaigos, taip pat žmonės, susiduria su panašiomis problemomis, kurias padeda spręsti marketingas. Nuo XX a. antros pusės politinės partijos bei politikai politinėje komunikacijoje nevengia naudoti marketingo elementų. Lietuvos politika skaičiuoja vos 23 metus, kuomet yra galima laisvai vykdyti rinkimines kampanijas ir taip pritraukti visuomenės balsų. Marketingo apraiškos Lietuvos politinėje komunikacijoje ligi šiol lieka neištirtas laukas.
Politinės komunikacijos tyrėjai pastebi, jog tokie marketingo elementai, kaip strategijų rašymas, apklausos, focus grupės, segmentacija, tikslinių grupių išskyrimas, pozicionavimas, partijos ženklo-brand‘o vertės kūrimas (brandingas), profesionalizmas, viešųjų ryšių akcijos ir kt., yra nemaža dalis viso politinės komunikacijos proceso dalis. Šiame darbe yra analizuojama vienos Lietuvos politinės partijos, „Sąjunga Taip“, politinė komunikacija 2012 m. Seimo rinkimų rinkiminės kampanijos metu. Analizuojant šios partijos politinę komunikaciją yra ieškoma taikomų marketingo elementų.
Marketingo elementai politinėje komunikacijoje dar kitaip yra vadinami politiniu marketingu. Šiame darbe analizuojant marketingo, komunikacijos ir politinės komunikacijos sampratas yra pristatomas politinis marketingas.
Tiriant „Sąjungos Taip“ politinę komunikaciją, buvo svarbu suprasti visą 2012 m. Seimo rinkimų... [toliau žr. visą tekstą]Marketing theory until the twentieth century eighth decade investigated activities of business profit companies. Nevertheless later it was discovered that state and public institutions, as well as people, are facing similar problems, which can be solved using marketing. From the second half of the twentieth century political parties and politicians do not avoid using marketing elements in communication. Lithuanian policy counts only 23 years of existence, when it is possible freely conduct election campaigns, this way attracting votes. Marketing manifestations in Lithuanian political communication have so far stayed an unexplored field. Political communication researchers note that a big part of all political process consists of such marketing elements as: writing strategies, surveys, focus groups, segmentation, target groups, positioning, branding, professionalism, public relations, promotions, and etc. This work is the analysis of political communication in 2012 done by a Lithuanian political party, the” Sąjunga Taip“during the period of the parliamentary elections campaign. In the analysis of this party political communication the elements of marketing have been searched for. Marketing elements in political communication are also called political marketing. In this paper, the analysis of political marketing, communication, and political communication concepts are being presented. While analyzing the "Sąjunga Taip" political communication, it was important to understand... [to full text]
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Smith, Gareth. "Political Marketing : Segmentation, Brand and Competitive Stratergies in the UK." Thesis, Loughborough University, 2009. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.512155.
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Heczko, Pavel. "Use of Political Marketing in Reinventing the British Conservative Party." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-7577.
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The subject of this thesis is The Conservative Party and its use of political marketing. The text analyzes how the Party responded to three subsequent election defeats in 1997, 2001 and 2005 and to what extent are the Conservatives utilizing political marketing methods and techniques in reaction to the pressure from their more market oriented competitor, the Labour Party. Since the rebranding of the Labour Party under Tony Blair, the Conservatives were struggling to adapt to the new reality. Instead of utilizing political marketing and being more responsive to the wishes of the electorate they diverged their polities more to the right. However, their incumbent leader, David Cameron, is transforming the Party and making it more market oriented. These efforts are critically analyzed.
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Vondráčková, Lenka. "Teorie a praxe politického marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18025.
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The use of political marketing represents a more and more important part of election campaigns. This thesis is concerned with analysis of the campaigns of two largest Czech political parties - Civic Democratic Party and Czech Social Democratic Party - in the parliamentary elections 2006. The analysis is based on the comprehensive political marketing model that has been developed by Jennifer Lees-Marshment. In this model three kinds of political parties are distinguished: Product-Oriented Party, Sales-Oriented Party and Market-Oriented Party. The political marketing process which is different for each of them has a significant influence on the party behaviour during the campaign.
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Farmer, Adam. "POLITICAL IDEOLOGY AND CONSUMER PREFERENCES." UKnowledge, 2014. http://uknowledge.uky.edu/marketing_etds/2.
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Despite continued polarization along political party lines, it remains unclear how differences in political ideology impact the choices consumers make. The results of seven studies indicate that political ideology profoundly influences the way consumers think and behave. Liberals and conservatives are systematically drawn to distinct choice preferences where liberals prefer hedonic, novel, and desirable options, while conservatives prefer utilitarian, status quo, and feasible options. These findings are robust for multiple measures of political ideology across multiple choice sets. Differences in behavior are explained by the amount of deliberation used for a given decision. Liberals deliberate more than conservatives as they are more open to information while conservatives have a lower tolerance for ambiguous information. Implications for consumers, marketers, and policy makers are provided.
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Baghdasarjan, Inesa. "Politický marketing v předvolebním období." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262007.
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The purpose of this thesis is to analyze strategies of political marketing of the Czech Social Democratic Party and the political movement ANO 2011 in the Czech regional elections 2016. Furthermore, the work aims to analyze their media image in selected economic and political weeklies (Euro, Respect and Week). This thesis will attempt to answer the following questions through content analysis and qualitative interviews: What were the main differences in political strategies of those political parties? Were there some variations in interpretation of their media images in the selected magazines? The thesis is structured into four chapters. The first chapter defines the main terminology of political marketing. The second one is devoted to media-politics relations and to the Czech media. The third analytical part characterizes marketing strategies of the political parties. The last chapter interprets the results of content analysis.
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Vašková, Eva. "Politický marketing a prezidentské voľby v USA." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9152.
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The main topic of my diploma thesis is political marketing and presidential election in USA in 2008. Firstly, I described American society through its demographic, racial, social and religious aspects. Then I wrote about public opinion and political socializing of individuals, how they are created and learned through individuals' lives. Political ideology in USA is represented by two mainstream political trends: liberals and conservatives. Thesis then describes strategy in politics, planning of political campaigns and marketing communication in politics. Second part of my thesis describes presidential election in USA in 2008. Introduction is focused on two main candidates: Barack Obama and John McCain. Then it continues with main points and highlights of each presidential campaign. Special part is focused on presidential debates which are very popular in American society. Besides main candidates, thesis describes also vice president candidates and wives of presidential candidates. The final part of the thesis is focused on financial aspect of elections and funding in politics.
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Antoine, Derek. "Empowerment vis-a-vis disengagement: Social networks in Canadian political marketing." Thesis, University of Ottawa (Canada), 2010. http://hdl.handle.net/10393/28519.
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This thesis explores the ways in which Canadian Members of Parliament use social network sites, Facebook in particular, for political purposes. The roots of this thesis are found in liberalism as discussed by John Locke (1689), Immanuel Kant (1795), Jean Jacques Rousseau (1762), and John Stuart Mill (1859; 1863), Jurgen Habermas' public sphere theory (1962) and theory of communicative action (1981), Manuel Castells' (1996) network theory, and the social shaping of technology theory as outlined by Lievrouw (2002). Other concepts that guide this thesis are the strength of weak ties, the mediated public sphere, the amateur as producer, private versus public spaces, and political marketing. From these concepts, the primary goal is to understand the views, choices, and perceptions of MPs as they use Facebook and explain the findings in light of the theoretical framework. In-depth interviews with Canadian MPs as well as a content analysis of their Facebook page or profiles were conducted to measure the ways in which MPs use this social network site. This thesis finds that MPs use social network sites for political marketing purposes rather than for engagement purposes. It is argued in this thesis that the use of Facebook by Canadian MPs is enshrined in liberalism and, consequently, has a negative effect on Canada's democracy because it elevates the individual over the community.
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Straatsma, Raymond. "Cartographies of consumption, the political economy of marketing research and communications." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp04/mq24246.pdf.
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Kaeding, Malte Philipp. "Marketing identity in Taiwan and Hong Kong : electioneering in two twenty-first century Chinese democracies." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1241.
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Henneberg, Stephan C. M. "Voting behaviour as a special case of consumer behaviour : a political marketing oriented theory of voter behaviour and the implications for the concept of political marketing management." Thesis, University of Cambridge, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.285001.
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Portocarrero, Reggiardo Carla Andrea. "Análisis de la cobertura periodística de los diarios La República y El Comercio durante las elecciones municipales de Lima en el mes de setiembre del año 2018." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/651658.
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El presente trabajo de investigación realiza un análisis de la cobertura periodística de los diarios La República y El Comercio durante las elecciones municipales de Lima en el mes de septiembre del año 2018. Se ha considerado como parte de este análisis 10 notas informativas de ambos diarios, algunas a favor o en contra de determinado candidato, otras pretenden ser neutrales sin expresar su postura dominante. Asimismo, el motivo por el cual se realiza el presente trabajo es para que los jóvenes puedan informarse y conocer más a profundidad cómo es una campaña electoral municipal en Lima- Perú, mientras que el objetivo de la investigación, tal y como se ha mencionado, es analizar en qué consistió la cobertura periodística de los diarios La República y El Comercio durante las elecciones municipales de Lima en el mes de setiembre del año 2018. Asimismo, el fin de este trabajo periodístico también es que lo dicho a lo largo del trabajo pueda servir como contexto y guía a todo estudiante perdido en el mundo político. La metodología que se emplea en esta investigación es cualitativa, ya que describe y analiza los elementos expuestos en ambos medios escritos. Uno de los resultados es que Renzo Reggiardo y Jorge Muñoz, dos de los candidatos a la alcaldía de Lima, fueron más cubiertos y privilegiados por La República y El Comercio respectivamente. La conclusión principal es que el diario nacional El Comercio cubrió en mayor magnitud la campaña del candidato Jorge Muñoz en el mes de setiembre, mientras que el diario La República lo hizo con mayor notoriedad al postulante Renzo Reggiardo.This research makes an analysis of media coverage of the daily La Republica and El Comercio during the municipal elections in Lima in September 2018. It has been considered as part of this analysis 10 briefing notes of both newspapers, some in favor or against a particular candidate, others pretend to be neutral without expressing its dominant position. Also, the reason why this work is done is for young people to learn and know more deeply what a municipal election campaign in Lima, Peru, while the target of the investigation, as mentioned, it is to analyze how media coverage consisted of the daily La Republica and El Comercio during the municipal elections in Lima in the month of September 2018. Likewise, the purpose of this journalistic work is also that what has been said throughout the work can serve as a context and guide for every student lost in the political world. The methodology used in this research is qualitative, since it describes and analyzes the elements outlined in both print media. One of the results is that Renzo Reggiardo and Jorge Muñoz, two of the candidates for mayor of Lima, were more covered and privileged by La Republica and El Comercio respectively. The main conclusion is that the national newspaper El Comercio covered in greater magnitude campaign candidate Jorge Muñoz in the month of September, while the daily La Republica did more notoriety to the applicant Renzo Reggiardo.
Trabajo de investigación
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Peng, Kan. "A political economy of online film exhibition in China." HKBU Institutional Repository, 2013. https://repository.hkbu.edu.hk/etd_oa/23.
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As one of the most revolutionary technologies in human history, the Internet has dramatically transformed the media industry, including the film exhibition industry. In China, new online exhibition networks have continuously been established to exploit the lucrative markets of Internet users' online viewing and sharing habits. The destinies of different types of films in the Chinese market have been greatly changed due to the increasing connections and contradictions between China's Internet and film exhibition industry which are influenced by many political economy factors, such as the conflicting interests among different government departments. Therefore, this paper examines the Internet's impact on film exhibition in China from a political economy perspective. The thesis first traces the history of two online exhibition networks related to China's film market. One is the online video websites that accumulated their early capital by piracy content, but which were then progressively legalized under the forces of venture capital and government administration. The other is the online piracy network, which has become a problem for film industries worldwide , due to its transnational, decentralized and limitless network. However, this network also functions as a democratic tool to combat with the ideological controls of the government. This thesis argues that these two online exhibition networks are fated to conflict with each other since they operate under two conflicting logics. The former operates in the logic of capital gains, while the latter celebrates the logic of ommunal sharing and exchange. Based on the analysis of the dynamic between these two online exhibition networks, this thesis further investigates how, in the context of China's particular political economy, three different types of film are influenced by the two networks. The first is Chinese commercial films, which are making more and more profits from online video websites, while facing the challenge of online piracy. The second are foreigll'films, which are expanding their influence and bypassing the entry barriers into the Chinese market through the online video websites and piracy networks. The third are so-called Chinese independent films. As these films cannot be distributed through state-controlled channels, Chinese independent film 's domestic circulation was once quite confined. For independent films, the Internet has become an important exhibition channel that extends their influence to a wider domestic audience and even a bargaining chip with which to negotiate with the state's rigorous censorship system
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Pečmanová, Jana. "Vybrané nástroje politického marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71897.
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MIchaelsen, Abigail. "Brand Obama: How Barack Obama Revolutionized Political Campaign Marketing in the 2008 Presidential Election." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/990.
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In 2008, President Barack Obama was named Advertising Age’s marketer of the year, the first time a politician won such an award. While presidential candidates have always employed marketing tactics in order to communicate their platform and persuade voters to support them, candidate Obama’s marketing campaign completely revolutionized the field. Through an innovative marketing strategy, candidate Barack Obama transformed himself from a mere political unknown in 2004 to a worldwide sensation by the time the general election started in 2008. His calls for “hope and change” and “post-partisanship” captured the hearts of Americans frustrated with failed Bush policy and constant gridlock in Washington. His inspirational speeches and words inspired a nation ready for a fresh and modern leader prepared to tackle twenty-first century problems. And, his innovative use of online and social media tools allowed millions of supporters to easily get involved in the campaign, igniting a movement never seen before in American elections. This paper analyzes how Barack Obama transformed political campaign marketing, utilizing both traditional and new ways to communicate and engage with the masses. This is accomplished by first illustrating a general framework for political marketing. Then, I examine the history of political campaign marketing, with a special emphasis on how technology has transformed the field over time. Lastly, I analyze how online and social media tools helped Obama win the election and how the internet has transformed the nature of political elections.
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Amazeen, Michelle A. "Blind Spots: Examining Political Advertising Misinformation and How U.S. News Media Hold Political Actors Accountable." Diss., Temple University Libraries, 2012. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/180370.
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Mass Media and CommunicationPh.D.
While conventional wisdom suggests political ads are often misleading, this is the first known study to quantify the prevalence of inaccuracies in political advertising. This study also examines how and explains why the U.S. news media provide coverage of political advertising in the manner that they do. A multi-method research design includes a content analysis of the television ads from the 2008 presidential election, secondary data analysis of the National Annenberg Election Survey 2008, semantic network analysis of press coverage of political television ads from the 2008 election, as well as in-depth interviews with scholars, practitioners, journalists and lawyers having expertise in the issues surrounding political advertising. Of all the English-language paid political ads that aired on television during the 2008 general election, just under 30% contained at least one inaccuracy based upon the ratings of FactCheck.org and PolitiFact.com. This figure, however, is likely a gross under representation of the prevalence of inaccuracies in political ads from 2008 because most of the ads (70%) were never evaluated by these purportedly elite fact-checkers. Among ads assessed, however, more than three out of four of the evaluated claims had some degree of inaccuracy. Furthermore, ads containing at least one inaccuracy aired twice as often on television as the ads that were never evaluated. To the degree inaccurate ads air on television more frequently, then, there is cause for concern particularly given the broadcasters' mandate to serve the public interest. Moreover, while political interest supporters were one of the groups most likely to have inaccuracies in their ads, nearly half of their spending was in the last weeks of the election contributing to most of their ads going without evaluation. Thus, in a post-Citizens United world, attempts by fact-checkers to review the onslaught of PAC ads during the final weeks of the 2012 election (and the final weeks of future elections) will be crucial in combating inaccuracies. This study also extends the work of Geer (2006) who offered an organized review of negativity in political advertising. Rather than finding support for the hypothesis that negative attack ads are more accurate than advocacy ads, the evidence challenges Geer's defense of negativity. Among the ads evaluated by the fact-checkers, inaccuracies were significantly more likely to be present in attack rather than either advocacy or contrast ads. While Geer may have demonstrated that negative ads offer more substantive evidence, simply because evidence is presented does not mean the evidence is accurate. In the more provocative ads of 2008 designed to gain attention, inaccuracies were rife. Moreover, rather than the mainstream news media fixation on political ad negativity, the evidence in the forthcoming pages suggests attention is more warranted concerning the accuracy of the claims within the ads regardless of the ad's tone. A first step toward a theory of strategic misinformation is also offered by demonstrating that it is possible to predict which political ads were more likely to draw an inaccurate rating from the fact-checkers. Holding all other variables constant, it was attack ads that had the highest odds of being evaluated as inaccurate with contrast ads also having a high likelihood. These predictions also confirmed that as the campaign progressed, the odds of an ad being rated inaccurate declined which was a function of ads not being evaluated. Furthermore, it was revealed that a loss of momentum or a decline in public perceptions of candidate characteristics increased the odds of candidates drawing inaccurate ratings in their attack ads. In extending understanding of how news media cover candidate campaigns when political advertising is referenced, a plurality of media outlets from the over two dozen in the study were characterized foremost by their focus on campaign strategy rather than fact-checking. One cluster, however, emerged as AdWatchers - those committed to using political ads to scrutinize the accuracy of what candidates and their surrogates were claiming. Nonetheless, the economic realities of adwatching are that there is a so called "chilling effect" because it is expensive, time-consuming, and divisive. Furthermore, the dearth of watchdog ad reporting enables broadcast stations to continue airing ads that may be false while preserving their ability to claim ignorance about the content when faced with regulatory compliance issues. Thus, the political ads most likely to air are the ones with inaccuracies. Chances are the ads will go unscrutinized by the mainstream news media while television stations profit from their proliferation.
Temple University--Theses
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Harris, Charles Phillip. "Lobbying and public affairs in the UK : the relationship to political marketing." Thesis, Manchester Metropolitan University, 1999. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.302626.
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Ranchod, Rushil Arvind. "'A kind of magic' : the political marketing of the African National Congress." Thesis, Durham University, 2012. http://etheses.dur.ac.uk/3513/.
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This thesis examines the political marketing of the African National Congress (ANC) around seminal political events between 1955 and 2009, and the relationship between such marketing and its strategic behaviour in the political sphere. Further, the analysis examines the means by which these techniques located the ANC at the centre of liberation and post-independent political narratives and explores and posits a basis for understanding the behaviour of the ANC and leading actors in the political sphere. The thesis explicates the nature of the continuities and discontinuities in the ANC discursive forms of political exchange and interaction and problematises the theoretical underpinnings of political marketing through the case of the ANC in South Africa. The thesis employs a broad understanding of political marketing to include such activities as publicity, promotion and propaganda. It extends its theoretical and conceptual remit beyond purely scientific and positivist approaches to understanding political persuasion and endows marketing with a strongly ‘cultural’ aspect. In doing so, greater consideration is afforded to the complex of influences that over time have come to inform the discursive and representational registers of the ANC. Drawing on a range of archival sources obtained during fieldwork in South Africa, this thesis contributes to the study of South African politics by reconceptualising the politics of the ANC through the lens of political marketing. It contributes to the theory of political marketing by using the South African case to address the theoretical blind-spots and challenge its western-centric notion of the political market. Centred on the themes on of liberation, political culture and spectacle, the thesis enriches the understanding of each through the case of the ANC. As such, the thesis provides a deeper understanding of the social and cultural bases of political change in a post-colonial and post-apartheid setting.
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Strašáková, Dita. "Nástroje politického marketingu a analýza jejich využití v předvolební kampani ODS do zlínského zastupitelstva." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4916.
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Fuller, Jan. "Využití nástrojů politického marketingu v předvolební kampani ODS ve volbách do krajského zastupitelstva Jihomoravského kraje 2012." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-142250.
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Mazurová, Sonja. "Politický marketing v ČR: komparace využití politického marketingu na komunální a senátní úrovni v roce 2014." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192706.
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The submitted thesis "Political marketing in the Czech Republic: comparison of application of political marketing on municipal and senate elections in 2014 " concentrates on the analysis of application of political marketing on municipal and senate election campaigns in 2014. The thesis analyses in detail the tools that were used in campaigns. The first chapter defines the theory and origins of political marketing. The second chapter concentrates on tools, strategies and new ways of using political marketing. The third chapter introduces the term permanent campaign and its effects on growing professionalism in election campaigns. In the fourth chapter author presents researched political subjects and the last chapter analyses the election campaigns.
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Lamprinakou, Chrysa. "The party evolution framework : an integrated approach to examining the development of party communications and campaigns." Thesis, Brunel University, 2010. http://bura.brunel.ac.uk/handle/2438/4404.
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Existing theories of party organisation, and political communication and marketing, address the issue of party evolution and electoral behaviour from opposing and largely one-dimensional angles. The purpose of this thesis is to develop a more integrated perspective to party campaigning that goes beyond the traditional approaches of party behaviour and present the relationship between intra-party organisation and campaign evolution in a new light. The party evolution approach is an alternative conceptual framework of party campaigning, which integrates the classic approaches of party organisation with the modern accounts of political communication and marketing while taking into consideration the institutional and ideological constraints of political parties. The main aim is to bridge the worlds of marketing and politics by offering a distinct perspective that integrates elements of a party’s innate political identity and readdressing the notion of party communications professionalisation within the wider context of party evolution process. To this end, the employment of consumer marketing techniques and approaches in party campaigning is not considered a means to the end of electoral success but an integrated element of the party’s evolving identity. The intention is that the Party Evolution Framework be used as a tool for comparative analysis. The holistic and integrated scope of the framework is likely to qualify its application to a cross-section of democracies, regardless of their party and electoral systems, campaign regulations, and historical, socio-economic and political landscape. To this end, the present thesis illustrates the use of the party evolution framework in two largely contrasting contexts; British and Greek politics.
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Ferreira, Júnior Luiz Marcos [UNESP]. "A campanha presidencial e o Vota Brasil em 2006: marketing e contexto político." Universidade Estadual Paulista (UNESP), 2009. http://hdl.handle.net/11449/89442.
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O presente trabalho analisará o contexto da campanha eleitoral de Lula em 2006 e o material da campanha publicitária institucional Vota Brasil veiculado em televisão no período de propaganda eleitoral . Com o cruzamento de referenciais dos estudos do comportamento eleitoral da Ciência Política associados à abordagem teórica da Comunicação Política é que se pretende investigar, o objetivo do trabalho será o de identificar a partir da análise da campanha de Lula em 2006 e do produto midiático Vota Brasil, matrizes de intencionalidade e estratégias no contexto histórico em que se vê inserida esta iniciativa do Tribunal Superior Eleitoral: para então determinar qual foi a real dimensão de influência das mídias e de fatores extra-midiáticos no comportamento político na eleição de Lula e o possível efeito de sentido da campanha do TSE. O contexto do momento social sugeria indícios de que os efeitos de sentido persuasivo do marketing eleitoral e também do marketing político da campanha institucional do Vota Brasil estariam prejudicados por fatores extra-midiáticos que teriam estimulado mais o comportamento do eleitorado, a margem das preocupações do signatário TSE e também, a margem do poder de influência da postura dominante da mídia na difusão de mensagens anti-Lula
This paper will analyze the election campaign of Lula in 2006 and the material of the institutional advertising campaign Vota Brasil run on television during canvass. With cross-references to the studies of voting behavior in political science associated with the theoretical approach of communication policy is intended to be investigated, the objective of this study is to identify from the analysis of Lula's compaign in 2006 and the media product Vota Brasil arrays, strategic intent and the historical context in which we see this initiative included the Superior Electioral Court, and then determine what the real extent of influence of the media and extra-media factors in political behavior in the election of Lula and the possible effect of sense of the campaign of the TSE. The social context of the moment is evidence suggesting that the effects of persuasive marketing sense and also the electoral political marketing compaign institutional Vota Brasil would be affected by factors outside the media who have further stimulated the behavior of voters, the margin of the concerns of the signatory TSE and also the margin of the reach of the dominant position of the media in disseminating messages of anti-Lula
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Gato, Ana Rita Rolim. "Marketing político: a utilização dos social media pelas juventudes partidárias." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12896.
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Mestrado em MarketingCom a afirmação dos meios de comunicação de massas a comunicação entre os indivíduos alterou-se, e o Marketing Político teve que se adaptar às novas necessidades. Após o desenvolvimento da Internet a comunicação política começou a ser mais próxima dos cidadãos, e a preocupação na produção e qualidade dos conteúdos a partilhar aumentou. Com a diminuição da participação política os profissionais de comunicação política tiveram que criar estratégias de comunicação, por um lado para a tornar mais informal e próxima dos eleitores, e por outro para diminuir a apatia política. A camada mais jovem da população é a que maior afastamento da política revela pelo que é também a que maior atenção e incentivo necessita. As novas tecnologias da informação e comunicação desempenham um importante papel nesta tentativa de aproximação dos cidadãos à política. Com a emancipação da web 2.0. vive-se na era da instantaneidade e as redes sociais tornaram-se uma constante na vida dos indivíduos. Assim, além dos meios de comunicação tradicionais, ou sites institucionais dos partidos as redes sociais tornaram-se um dos principais veículos de comunicação e aproximação entre os atores políticos. Compreender os objetivos delineados, as estratégias utilizadas e as perspetivas de futuro, no que respeita à utilização dos social media enquanto ferramenta de comunicação política, afigura-se assim da maior importância para o desenvolvimento do Marketing Político.
The establishment of mass media led to changes in how individuals communicate, meaning that Political Marketing had to adapt to the new needs and demands. With the Internet development, political communication began to be closer to citizens and a direct consequence was an increase of content quality to be shared, as well as an extra care associated with its production. With the lack of political participation and confidence in political institutions, political communication professionals had to come up with communication strategies to make it more informal and closer to the electorates in one hand, and to decrease political apathy in the other. The youngest layer of the population is the one that shows a bigger estrangement towards political issues, intensifying the need to encourage their attention and motivation. The new information and communication technologies play an important role in this attempt to bring citizens closer to politics, in particular regarding young adults. With the emancipation of web 2.0 and the era of instantaneity, social media have become a constant in individual?s lives. They are one of the main communication vehicles between political actors and the electorate, aside from institutional party websites and traditional communication media. Understanding the proposed objectives, eventual strategies which have been put to use, as well as future perspectives in terms of social media usage as a political communication tool, seem to be of a major importance to the Political Marketing development.
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Ayankoya, Kayode A. "A framework for the implementation of social media marketing strategies in political campaigning." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020118.
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The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
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Marland, Alex J. "Political marketing communications in Canadian parliamentary elections at the turn of the millennium." Thesis, Lancaster University, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.429968.
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