The marketing of political marketing

O’Shaughnessy, Nicholas

doi:10.1108/03090560110401956

Cited by 122 publications

(95 citation statements)

References 8 publications

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“…O'Shaughnessy (2001) considers political marketing and commercial marketing as separate "ecologies" (p. 1057). He argues that marketing is primarily a business discipline and, as such, warns against making the assumption that "political contexts are invariably analogous to business to the extent that methods can be important and used with equal effect" (O'Shaughnessy, 2001(O'Shaughnessy, , p. 1047.…”

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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“…Para O'Shaugnnessy (2001O'Shaugnnessy ( :1047, o marketing é: "uma disciplina de negócios cuja relevância se encontra primeiramente nos negócios: nós não devemos supor que os contextos políticos são invariavelmente análogos aos negócios até o ponto em que os métodos podem ser importados e usado com igual efeito".…”

Section: Relação Entre O Marketing Político E De Empresasunclassified

“…Entender como o cidadão faz suas escolhas políticas constitui fator central de interesse não só em pesquisas de ciências sociais e políticas, como também na administração pública e no marketing político (O'Shaugnnessy, 2001;Baines e Egan, 2001). No entanto, a produção brasileira ainda é pouco representativa e o eleitor brasileiro subestudado, especial mente no âmbito da administração.…”

Section: Introductionunclassified

Representações do eleitor: revendo teorias e propondo novos caminhos

Barros¹,

Sauerbronn²,

Ayrosa³

2012

Rev. Adm. Pública

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Eduardo andré Teixeira ayrosaEbape/FGV-RJ Em virtude da restrita produção acadêmica sobre comportamento do eleitor e marketing político na administração pública, acreditamos que a sistematização do conhecimento produzido na área possa ser capaz de mostrar um amplo campo de possibilidades para futuros estudos críticos, teóricos e empíricos. Observamos que a maior parte das pesquisas acompanha a orientação tradicional, dominante no mar keting gerencial. Esses estudos partem do pressuposto de que o marketing político é uma ferramenta utilizada para influenciar o eleitor e que a escolha política é uma decisão eminentemente racional. Assim, o marketing político é normalmente tratado como uma subárea do marketing e, acompanhando a visão dominante dessa disciplina, é visto como essencialmente utilitário. Desta forma, se o candidato é encarado como um produto, seria possível mudar seu "composto de marketing" para "reposicionálo". Entendemos que esses pressupostos não só diminuem a importância política do processo e subesti mam as capacidades tanto do eleitor quanto do político, como também superestimam a importância da propaganda política. Uma alternativa a essa visão passa pela compreensão da incapacidade de separar razão e emoção durante o processo de formação de preferências do indivíduo. Este artigo tem por objetivo realizar uma breve revisão teórica dos estudos do comportamento do eleitor, apontando outras perspectivas possíveis para o desenvolvimento da pesquisa na área.Pa l av r a s -c h av e : comportamento do eleitor; marketing político; voto; marketing eleitoral; adminis tração pública.Representing the voter: reviewing the literature and proposing a new theoretical approach Due the restricted academic production on voter behavior and political marketing in the public admi nistration area, we believe that the systematization of knowledge produced can show a wide variety of Artigo recebido em mar. 2011 e aceito em jul. 2011.

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“…The regulation of political advertising is different from its commercial counterpart (Richards and Caywood, 1991) and more explicit criticism is permitted of a political opponent than of a rival brand. Negative political advertisements are often highlighted and even magnified by the media if the campaign catches media's attention (O'Shaughnessy, 2002 It is pretty much saying "if you vote Tory, then you are stupid" (Respondent 25).…”

Section: Are Voters Consumers?mentioning

confidence: 99%

“…Symbolic values are embedded within the imagery and rhetoric of political marketing appeals so that attention is not solely placed on more concrete policy platforms, which may easily be discarded later on. According to O'Shaughnessy (2002) voters understand that political engagement has a different character to consumer engagement so they are looking for deeper symbols and shared values with which to relate to political parties and candidates. This is strikingly different to much brand advertising which must be factually correct and consistent, as in the specifications of a new brand of car.…”

Section: Introductionmentioning

confidence: 99%

Are voters, consumers?

Peng

Hackley

2009

Qualitative Market Research: An International Journal

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Purpose -The purpose of this paper is to deepen and add nuance to previous explorations of the voter-consumer analogy in order to generate new insights into wider applications of the marketing concept. Design/methodology/approach -A conceptual analysis is supplemented and enriched with insights from a non-representative case of voter responses to political advertising. Findings -Findings suggest that limitations to the voter-consumer analogy revolve around the differing contexts of marketing in each case and reflect differing audience responses at the micro-level.Research limitations/implications -The empirical component of this study is not representative or generalizable. However, it is used not to verify generalizations but to add qualitative insights to the conceptual discussion. Findings suggest that research which applies the marketing concept to non-commercial settings, especially political marketing but also possibly extending to social marketing, non-profit and public sector marketing, should be cautious in assuming that consumers of non-commercial marketing respond in the same way to marketing initiatives as consumers of commercial marketing. Practical implications -The research has implications for the application of the marketing concept in political and other non-commercial contexts. Originality/value -The application of the marketing concept in non-commercial settings as well as commercial settings has become so common it is often taken for granted. Yet the behaviour, attitudes and responses of consumers in these different settings may diverge in important ways at the micro-level. Explorations of the applicability of the marketing concept in different settings are relatively rare and this paper adds a previously unpublished empirical aspect to an original conceptual analysis which aligns secondary research from disparate sources in political science and cultural studies as well as marketing.Keywords Consumers, Politics, Marketing Paper type Research paper IntroductionScholars from a range of backgrounds have compared political and commercial marketing and advertising. Some have argued that the differences between these two spheres are relatively slight, others that they are fundamental. In this paper, we attempt to problematize, deepen and add nuance to the voting-consumption analogy drawing on a range of literature in the political marketing and brand marketing fields. In order to add an empirical perspective to the discussion we draw on tentative findings from a small-scale exploratory case study of voting attitudes. The responses of eight focus groups of British voters to two well-known Labour Party election broadcasts were interpreted using theoretical concepts from brand marketing and also from cultural studies of political marketing. In conclusion, we argue that there may be aspects of audience response to political advertising that are incompatible with brand

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The marketing of political marketing

Cited by 122 publications

References 8 publications

Towards a critical political marketing agenda?

Towards a critical political marketing agenda?

Representações do eleitor: revendo teorias e propondo novos caminhos

Are voters, consumers?

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