Synopses & Reviews
Philippe J. Maarek’s Campaign Communication and Political Marketing offers a comprehensive look at the structure and mechanisms of modern political campaigns. Covering topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more, Campaign Communication and Political Marketing provides a thorough and detailed insight into the science of running for office. With case studies that include the campaigns of Barack Obama and France’s Nicolas Sarkozy, Maarek’s text explains the nuances of political culture from nation to nation while highlighting the similarities of campaign functions internationally.
Review
"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
Review
"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)
Synopsis
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
About the Author
Philippe J. Maarek is a professor of information and communication science at the University of Paris East. He chairs the Section of Political Communication Research of the International Association for Media and Communication Research (IAMCR), and is former chair of the Research Committee in Political Communication of the International Political Science Association (IPSA). He is the founder and director of the Center for Comparative Studies in Political and Public Communication and is co-founder and former director of the Public and Political Communication Department at the University of Paris-East. He is on the editorial board of the International Journal of Press/Politics, European Journal of Communication, Central European Journal of Communication, the Spanish-language Estudios de Comunicacion Politica, and the Italian-language Communicazione Politica. Maarek is the author of Communication et Marketing de l'Homme Politique, (2007), and La Communication des élections présidentielles de 2007, participation ou représentation? (2009).
Table of Contents
Introduction
PART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION
1. Birth and rise of political marketing in the United States
I. THE GROUNDS FOR DEVELOPMENT OF MODERN POLITICAL MARKETING IN THE UNITED STATES
A - The particular nature of the electoral system
B - The tradition of elections for all public offices
C - The early development of modern media in the United States
II. THE MAIN STAGES IN THE EVOLUTION OF POLITICAL MARKETING IN THE UNITED STATES
A - Infancy: 1952-1960
B - Adolescence: 1964/1976
C - Adulthood: political communication and campaigning in the United States since the 1980s
PART TWO: THE FOUNDATIONS OF MODERN POLITICAL MARKETING
2. Political marketing: a global approach
I - THE FOUNDATIONS OF POLITICAL MARKETING
A - The originality of political marketing
B - General rules of conduct in political marketing
II - MAINS STAGES OF THE POLITICAL MARKETING PROCESS
A - Planning a campaign strategy
B - Devising tactics and implementing them: "the campaign plan"
3. The means of analysis and information
I - THE GENERAL OPERATIVE FRAMEWORK FOR INFORMATIONAL AND ANALYTICAL TOOLS
A - The operational chronology of informational and analytical tools
B - The kind of information expected
II - THE DIFFERENT TYPES OF INFORMATIONAL AND ANALYTICAL TOOLS
A - Past election results
B - Opinion polls
C - Other types of information and analysis tools
PART THREE: POLITICAL MARKETING TOOLS
4. The traditional tools
I - INTERACTIVE TOOLS
A - Actual direct contacts with the voters
B - Substitutes for direct contacts
II - UNIDIRECTIONAL TOOLS
A - Press and printed matter
B - Posters and billboard advertising
C - Miscellaneous advertising accessories
5. Audiovisual tools
I – THE COMPLEXITY OF PRACTICE OF THE AUDIOVISUAL MEANS BY POLITICAL COMMUNICATION
A - Difficulties of using audiovisual means
B - Media training arising from the difficulties of using audiovisual media
II - PRINCIPAL APPLICATIONS OF AUDIOVISUAL MEANS TO POLITICAL COMMUNICATION
A - The problem of access to audiovisual media
B - Televised debates
C - Televised newscasts
D - Political commercials
E - Non-directly political television programs
6. Direct marketing methods
I - DIRECT MARKETING REDISCOVERS TRADITIONAL MEDIA
A - Direct marketing by mail - or "mailings" -: re-establishing a direct link
B - Direct marketing by telephone, or phone marketing: re-discovering bidirectionality
II - THE USE OF AUDIOVISUAL MEDIA FOR DIRECT MARKETING
A - Direct marketing by television or radio
B – Videos
7. The growing importance of the Internet
I - THE MULTIPLE ASPECTS OF THE INTERNET
A – Web 1.0: improved targeting and versatility
B – Web 2.0: from interactivity to "social" media
C – The Internet as a virtual pipe for other media
II - THE MAIN KINDS OF INTERNET USE FOR POLITICAL COMMUNICATION
A - Institutional uses of the Internet: from the official party website to political spam
B - Using the Internet during election campaigns
C – Lobbies and "marginal" political parties on the Internet
PART FOUR: THE ACTUAL RUNNING OF ELECTION CAMPAIGNS
8. Structure and Organization of the Campaign
I - THE CAMPAIGN SET UP
A - The appointment of the two key position holder
B - Choosing the management style
II – ESTABLISHING CAMPAIGN HEADQUARTERS
A - The location of campaign organization premises
B - Equipment
III - THE PROBLEM OF FINANCE
A - The cost and financing of political campaigning
B - Fundraising
C - Financial management
IV - THE STAFF
A - The central campaign organization staff
B - Outside consultants
C - The field organization
9. The Particularities of Local Campaigns
I -COEXISTENCE OF LOCAL AND NATIONAL CAMPAIGNS
A - Introducing a national dimension in local campaigns
B - The need to maintain a local dimension
II - PREFERRED COMMUNICATION MEANS OF LOCAL CAMPAIGNS
A - Direct contact with the local population: personal campaigning
B - Mediated contact with the local population
Conclusion
Appendix
1. Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract)
2. Internet "Final Rules" decided by the Federal Elections Commission, March 27, 2006
List of figures
List of tables
Bibliography
Index