Political marketing and party development in Britain

Abstract

Argues that by utilizing a standard evolutionary model of marketing it is possible to map out three key stages in the development of electioneering, each of which is directly comparable with the production, sales and marketing orientations in commerce. In politics the respective phases can be labelled the propaganda, media and marketing approaches to the electorate. Using this framework the differences between the three campaign orientations become self‐evident. Interestingly, it also becomes possible to trace the similarities in approach, specifically the important, if previously largely unrecognized, role that basic marketing concepts have played in British elections since the beginning of the century. Contrary to popular perception, professional advertising and image consciousness are not legacies of the 1980s but date back to the decade following the introduction of near universal suffrage in 1918. The realization of popular television and consumer marketing in the 1950s exacerbated the need for more coherent party image management. Finally in the late 1970s and 1980s both main contenders for government underwent strategic changes akin to embracing a marketing orientation.

Local Political Marketing in the Context of the Conservative Party

“…These include: (i) general election analyses and commentaries (Lees-Marshment, 2001b;Seawright, 2005); (ii) conceptual viewpoints (Lees-Marshment, 2001b;2004b;Lees-Marshment & Quayle, 2001); (iii) analysis of political advertising strategies (Dermody & Hanmner-Lloyd, 2005;Dermody & Scullion, 2001);(iv) an analysis of Cameron's successful leadership election (Ormrod, 2007 et al ); (v) a content analysis of press coverage (Harris et al, 2006), and; (vi) historical reviews of political marketing up to and including the leadership of Thatcher (Scammell, 1994;Wring, 1996).…”

Political Marketing Models: The Curious Incident of the Dog that Doesn't Bark

“…As many have pointed out, the use of marketing in politics – at its most basic, persuading others of your right to attain and hold office – is not new (see Franklin, 2004; Wring, 1996). One could see Machiavelli's brilliant handbook for rulers, The Prince , as an early example.…”

British News Media and the Spanish Civil WarTomorrow May Be Too Late

“…It may be that some of the characteristics taken as evidence of the recent mutagenic impact of the media on political processes have deeper historical roots than is appreciated. Significantly, some recent commentators contend that many contemporary analyses of the media-politics interface underestimate the sophistication and extent of earlier political marketing and news management and overestimate the docility, deference and lack of reflexivity of media professionals during these periods (see, for example, Negrine and Lilleker, 2003;Wring, 1996).…”