Political Marketing
Principles and Applications
Number of pages: 320
Publisher: Routledge
BBB Library: Sales and Marketing, Politics and Public Affairs
ISBN: 978-0415431293
Editorial Review
Political marketing is about how political elites use marketing tools and concepts to understand, respond to, involve and communicate with their political market in order to achieve their goals. These goals can include–in addition to getting votes to be elected–creating more understanding of a complex policy, passing legislation, and winning control of government. Political elites include candidates, politicians, leaders, parties, governments, government departments and programs, NGOs and interest groups. Their political marketing goals, market, product, tools and approaches are wide-ranging.
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Quantitative research uses closed questions to try to measure opinion and the strength of opinion. It provides big numbers – surface-level data.
Qualitative research is used to understand rather than measure, and thus uses open-ended questions and produces narrative data.
Focus groups are small samples of typical consumers under the direction of a group leader who elicits their reaction to a stimulus, such as a political party.
Opposition research is conducted to identify potential weaknesses, controversies, and also comparable strengths of the party/candidate and the opposition.
Political branding is about how a political organization or individual is perceived overall by the public.
Political marketing communication is what goes from the political organisation or figure to the public.
Political leaders need to engage in meaningful dialogue with voters and so communication should be designed in to enable and show that politicians have listened, reflected, and acted on it.
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