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Campaign Communication and Political Marketing

"Philippe Maarek has provided an acute, insightful survey and compelling analysis of how political marketing has developed and the consequences this has had for election campaigning. This is an accessible, succinct and engaging read that provides a comprehensive overview of a field which, by definition, is always evolving."
—Dominic Wring, Loughborough University

"Political marketing is at the heart of political campaigning. Philippe Maarek explains how to run such campaigns and how to get your message—if you dare to be a candidate—to the voters. Students interested in how to organize a political campaign will also find in this book some analytical and practical tools. Some lessons can certainly be drawn for how to improve the confidence between citizens and the political elites."
—Guy Lachapelle, Concordia University

Philippe J. Maarek (Author)

9781444332353, Wiley

Paperback / softback, published 18 April 2011

288 pages
24.9 x 17.3 x 1.6 cm, 0.504 kg

"This book provides a detailed and highly valuable account of the organizational processes that are driving these trends, but with important critical insights into improving the civic efficacy of political marketing."  (European Journal of Communication, 1 February 2013)

"Maarek, Professor of Information and Communication Sciences at the Paris-East University, has authored various writings on political marketing, though this is perhaps his most comprehensive book on the subject to appear in English. . . This is an extensively well-researched and thorough book dealing with every level and stage of political campaigning." (The London School of Economics & Political Science, 7 August 2011)

Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics.

  • Offers comparative analyses of campaigns from country to country
  • Covers topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more
  • Draws on a variety of international case studies including the campaigns of Barack Obama and Nicolas Sarkozy
  • Analyses the impact of digital media and 24/7 news cycle on campaign conduct

Detailed Contents ix

List of Figures xv

List of Tables xvi

Introduction 1

Part I The rise of modern political communication 5

1 Birth and rise of political marketing in the United States 7

Part II The foundations of modern political marketing 31

2 Political marketing: a global approach 33

3 The means of analysis and information 72

Part III Political marketing tools 91

4 The traditional tools 93

5 Audiovisual tools 113

6 Direct marketing methods 140

7 The growing importance of the Internet 158

Part IV The actual running of election campaigns 177

8 Structure and organization of the campaign 179

9 The particularities of local campaigns 220

Conclusion: how to use this book … 232

Appendix 1: Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract) 237

Appendix 2: Internet “Final Rules” decided by the Federal Elections Commission, March 27, 2006 244

Bibliography 248

Index 256

Subject Areas: Sociology & anthropology [JH]
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