Political Marketing: Lessons for Political Science

Scammell, Margaret

doi:10.1111/1467-9248.00228

Cited by 250 publications

(143 citation statements)

References 17 publications

(20 reference statements)

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“…For Kelley (1956), 'marketing' essentially meant 'persuasion' and was an update of a theme familiar since the First World War, as a new instrument of social control. However, the use of the marketing discourse also reflects the view that professionals from the commercial marketing industry, especially marketing, were increasingly involved in political persuasion (Scammell, 1999).…”

Section: The Nature Of Political Marketing: Current Debatesmentioning

confidence: 99%

Towards a critical political marketing agenda?

Moufahim¹,

Lim²

2009

Journal of Marketing Management

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This paper conceptualizes political marketing as a field which needs to engage more deeply with the symbolic and discursive insights of critical theory in order to advance significantly beyond its current theoretical and empirical parameters. Although the marketing theories and concepts which have influenced this growing sub-discipline have been applied productively to the marketing of political parties (and, more broadly, to the processes of democratic governance), political marketing scholars now recognize the need to stretch both its theoretical and practical boundaries in order to promote a more inclusive research agenda. This paper reviews some of these concerns, analyses their strengths and weaknesses and proposes a 'critical turn' for the field of political marketing based on critical theories of consumption, production and difference.

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Section: The Nature Of Political Marketing: Current Debatesmentioning

confidence: 99%

Towards a critical political marketing agenda?

Moufahim¹,

Lim²

2009

Journal of Marketing Management

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“…Slogan je koristan kao ugodna fraza bez precizna značenja ili "sredstvo lako razumljive komunikacije koje budi emocije birača i olakšava prodor neke političke zamisli ili poruke do milijuna ljudi" (Kasapović, 2003., 158). Tekstovi i slogani vrlo su često neodređeni, to su vješto dotjerane generalizacije kojima je cilj što većem broju ljudi predstaviti, učiniti shvatljivim i prihvatljivim ključ-ne političke sadržaje (Scammell, 1999.;Holtz-Bacha, 2003.). Slavujević (2005.…”

Section: "Amerikanizacija" Izborne Kampanjeunclassified

"Amerikanizacija" Kampanje U Hrvatskom Dnevnom Tisku: Izbori 2007.

Balabanić

Mustapić

Rihtar

2011

Drustvena istrazivanja

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U opsežnoj literaturi koja se bavi političkom komunikacijom navodi se da su njezina glavna obilježja otuđenost stranaka od građana, scijentifikacija, autonomna struktura komunikacije te transformacija građana ili biračkoga tijela u gledateljstvo. Kad je riječ o oglašavanju kao dijelu političke komunikacije, na operativnoj razini, i to posebno u okviru predizbornih kampanja, spomenuta se obilježja očituju kao personalizacija isticanjem vođa (ili ostalih članova stranaka), svođenje složenijih programskih smjernica na poruke u obliku slogana, isticanje simbola moći i statusa te izravno napadanje političkih konkurenata (negativna kampanja). S obzirom na podrijetlo, opisani se stil oglašavanja često naziva "amerikaniziranim". U radu je provjereno mogu li se, na primjeru parlamentarnih izbora 2007., u predizbornom oglašavanju u našem tisku prepoznati glavni elementi opisanoga načina prezentacije. Analiza sadržaja svih političkih oglasa objavljenih za trajanja službene kampanje u šest glavnih novinskih izdanja pokazala je da su glavni elementi "amerikanizacije" najprisutniji u oglasima HDZ-a, koji je i najviše uložio u tu svrhu. Zahvaljujući tome što su istom načinu oglašavanja, u većoj ili manjoj mjeri, bile sklone i ostale stranke, zaključeno je da je u našem tisku u dobroj mjeri usvojen "amerikanizirani" način predizborne promocije.Ključne riječi: predizborna kampanja, političko oglašavanje, dnevni tisak, "amerikanizacija" Ivan Balabanić, Institut društvenih znanosti Ivo Pilar,

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“…In the area of social and non-profit marketing (Andreason, 1994) the application of marketing theory to the political sphere constitutes a relatively new phenomenon (Kotler & Kotler, 1999). While there exists a considerable stock of knowledge concerning political marketing, especially in the areas of campaign management, political marketing strategies and comparative political marketing (Newman, 1994; Logos Universality Mentality Education Novelty Volume 4.2 Section: Political Sciences and European Studies 2017 26 Scammell, 1999;Butler & Collins, 1999;Baines and Egan, 2001;LeesMarshment, 2001), the essence of political marketing theory remains somewhat opaque; crucial elements are still ill-defined in marketing terms, e.g. the "political market", or the "political product", and the underlying exchange process (Scammell, 1999;O"Shaughnessy & Henneberg, 2002).…”

Section: Introductionmentioning

confidence: 99%

“…While there exists a considerable stock of knowledge concerning political marketing, especially in the areas of campaign management, political marketing strategies and comparative political marketing (Newman, 1994; Logos Universality Mentality Education Novelty Volume 4.2 Section: Political Sciences and European Studies 2017 26 Scammell, 1999;Butler & Collins, 1999;Baines and Egan, 2001;LeesMarshment, 2001), the essence of political marketing theory remains somewhat opaque; crucial elements are still ill-defined in marketing terms, e.g. the "political market", or the "political product", and the underlying exchange process (Scammell, 1999;O"Shaughnessy & Henneberg, 2002). This is sometimes explained by the notion that "traditional marketing frameworks do not fit neatly into a political marketing configuration" (Dean & Croft, 2001, p. 1197.…”

Section: Introductionmentioning

confidence: 99%

Political Marketing Campaign

Belgiu

Constantin

2017

lumenpses

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Abstract:In this article I am referring to political marketing campaign and digital tools as follows: Research. The research is about the process of collecting valuable information on voters, opposition, and trends. This provides the fullest possible picture of voter behavior; Data integration: Data sources are combined in order to provide a rich, holistic view of voter behavior. Correct data is the starting point for finding, understanding, and persuading people to vote a certain way; Audience segmentation: This segment the electorate into distinct audiences using predictive analytics, a form of artificial intelligence that takes into account the behavior conditioning of each individual to create informed forecasts of future behavior. That shows the electorate most likely to respond to the messages and how they might behave in future; Evaluation is the latest tool and treats the improvement in candidate's performance which is being measured and analyzed during and post-campaign.

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Political Marketing: Lessons for Political Science

Cited by 250 publications

References 17 publications

Towards a critical political marketing agenda?

Towards a critical political marketing agenda?

"Amerikanizacija" Kampanje U Hrvatskom Dnevnom Tisku: Izbori 2007.

Political Marketing Campaign

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