This tool helps political parties address this issue by focusing on the importance of strategic planning. Baines middlesex university business school, london, uk philharris manchester metropolitan university, manchester, uk barbara r. Three faces of political marketing strategy nielsen. Then use the information that you collect, along with other development tools, to build your marketing strategy. Articles the strategic dimensions of political marketing.
Market orientation strategy and political marketing. Political marketing strategies to foster the sustainability of private. While its nice to think that our voting decisions are based purely on how well the platforms of each of the candidates aligns with our own individual set of beliefs and values, it is far more likely that our ballots are cast based on the outcomes of carefully targeted and optimized political marketing. Political campaign planning manual introduction a political campaign can be an exciting experience. It also contributes to increased knowledge about political. Draw a map of the problem the people involved, the organisations, the institutions work out exactly what the mechanisms are for the decisions you want to change. In an earlier post, we discussed our top 10 digital marketing tips for running a successful political campaign in 2018. This tool helps political parties address this issue by focusing on the importance of strategic planning as a means. In election campaigns, a great change has occurred in the ways how politicians manage and design the strategy of political campaigns in order to win the political. In other words, political marketing is the outcome of the marriage between marketing and politics. It responds to a variety of conditions in the contemporary political communication environment, as is argued in the theoretical chapter of this study. Political parties and political marketing strategies abstract. Image on dependent variable successful political marketing on a sample of 350 voters from.
There is an impression that ad agencies have been behind bjps successful campaign in the 2014. Pdf suggests that insufficient attention has been given to the significant differences between political and product or service marketing. A marketing strategy that is well articulated will enable one to focus on marketing activities to. Giasson, thierry, jennifer leesmarshment and alex marland 2012, introducing political marketing, by chapter 1 in political marketing in canada edited by alex marland, thierry giasson and jennifer leesmarshment, ubc.
Political parties and political marketing strategies university of. The second part of the article focuses on topical aspects of theory and concept development in political marketing. This conceptual paper focuses on political marketing strategies. Advertising campaigns and strategies of political parties.
This article begins by analysing developments in political segmentation over the last decade. Acevoig marketing strategy v3dn 2 executive summary rundown of whats in the document often completed last purpose use this template to capture the key information that you need to develop a thorough marketing strategy. Pdf political marketing strategies and democracy in nigeria. Three faces of political marketing strategy wiley online library.
Political marketing and its impact on democracy neliti. Following the definition of traditional marketing, political marketing is more precisely described as. Political marketing is conceived as a practice to study, meet and manage the demands of the electoral market, from that point of view, it becomes relevant to examine the relationship between this. There is consideration of the underlying drivers that are encouraging the adoption of the political marketing approach. Political marketing conceptual framework munich personal repec. Political marketing is the process by which political candidates promote themselves and their platforms to voters through masterlycrafted communications aimed at gaining public support. Political branding seems to be en vogue and is pursued as a deliberate strategy by political actors. A great deal will happen between now and election day and with a little.
This paper aims at examining if there is best political marketing strategy political organizations can rely on in winning elections. However, what it clear is that political marketing often evokes negative feelings and is assumed to be harmful for politics and democratic systems e. Advertising campaigns and strategies of political parties m. Marketing has been an effective tool and strategy for increasing the sales of a product jager 2007. Using an appropriate database and statistical approach, segments of the british.
Political marketing is conceived as a practice to study, meet and manage the demands of the electoral market, from that point of view, it becomes relevant to examine the relationship. A marketing planning framework to aid political parties in improving their image and co. Political campaign planning manual page 4 of 105 stephanie lynn is a senior program director responsible for managing ndis programs for malaysia and burma. Political marketing is attracting increasing interest and utility in public and media discussion see this research matters video on how political marketing helps give voters a voice in elections and vote compass this online resource in political marketing. Plan a campaign as a series of steps where one leads to the next like dominoes.
Analyzing the effectiveness of marketing strategies in the. The marketing policy of windows 95 governed by microsoft has shown the influence and power of opinion leaders rosen 2000. Political parties are too often forced to focus on shortterm external crises to the detriment of the medium and longterm development of their strategies and the internal organization to support these strategies. Political marketing implies the usage of marketing tools, techniques and methods in political process. Yet, there is very little empirical information about the influence of political soundbites as a communication strategy on this continent. Our one of a kind technology, ability to produce superb results and our eagerness to perform have proven to be an invaluable resource for political marketing strategies. However, the concept of political marketing strategy has been criticized for being unidimensional, ill.
The term strategy is appearing with great frequency in the political marketing literature. The definition of political marketing can be broken down into three distinct segments in its most basic form. Political marketing is a relatively new terminology in mainstream political science literature. While structural political factors such as elections, referenda, treaty renewals, etc. Lewis manchester school of management, manchester, uk introduction the major political. The strategic dimensions of political marketing is not always clear and often blurred by overlapping interpretations.
Political marketing applications have changed from a communication. Candidates are placing more of an emphasis than ever on marketing. The political landscape has shifted drastically over the past several decades, but arguably the more so in the past three election cycles than any other point in history. Political parties and political marketing strategies. Theory and concept development in political marketing. Jennifer leesmarshment is an associate professor at the university of auckland, new zealand. Political marketing introduction and approaches by mercy omoke evonne kiptinness 2.
175 754 895 1450 1133 618 633 1051 549 524 567 1270 140 248 973 291 889 1577 1455 1372 1405 337 399 378 1360 140 705 193 103 1466 953