“…research stream that provides a distinct perspective is that of political marketing, which is rooted in Kotler and Levy's (1969) concept of broadening, expanding marketing ideas and paradigms to nonprofit organizations, such as political institutions and campaign organizations. Various authors have applied marketing theory and instruments to the analysis of political institutions, actors, and exchange processes (e.g., Shama, 1976;Harrop, 1990;Perloff and Kinsey, 1992;Franklin, 1994Franklin, , 1997Franklin, , 1998Jones, 1995Jones, , 1997Scammell, 1995Scammell, , 1999Lock and Harris, 1996;Cockerell, 2000Cockerell, , 2001Gaber, 2000;Moloney, 2000;Dermody and Scullion 2001;Lees-Marshment, 2001;Moloney and Colmer, 2001;Schneider, 2004;Lilleker and Lees-Marshment, 2005;Henneberg, 2008;Sherman et al, 2008;Dean, 2009). Yet government communication research still remains largely limited to three general categories.…”