Is Political Marketing New Words or New Practice in UK Politics?

ABSTRACT

This review of the literature on political marketing and the party most associated with it in the UK, New Labour, suggests that the relationship is not straightforward. Politicians are, for example, hesitant to use marketing language in public. The relationship is problema-tised along the three dimensions of: partial or total import into some or all of politics; functional or instrumental use by leading politicians, and the roles of transformer of politics, or transfer agent for techniques. The results suggest two responses. The first is more fieldwork into political marketing outside of electoral campaigning and inside policy making. The second is a reconceptualising of the relationship away from the transformation or transfer dimension, and towards political marketing as a methodology for understanding a very different, and very separate activity, namely politics.     

The Childhood of an Approach

ABSTRACT

This paper aims to examine the possibility that a political marketing strategy might develop in the Italian political system context, characterized in the last decade by a profound “political earthquake.” After an analysis of the main features of Italian politics (party system, electoral laws, party organisations, campaign dynamics and actors), the authors seek to explore both constraints and opportunities of what they define as “reductionist” and “holistic” approaches to political marketing, drawing the conclusion that Italy is still living in a period of transition in which, however, a trend towards more “high-tech” and marketing-driven campaigning could be detected.     

Leading or Following?

Abstract

While research exists on how political parties use political marketing instruments, there is a lack of emphasis on strategic marketing, especially with regard to theoretical frameworks of political marketing orientation. This can be seen as problematic in the development of political marketing research as a subdiscipline of marketing and political science. A concept is suggested that defines a party's orientation towards political marketing management using two crucial elements of strategic marketing theory regarding customer orientation: leading and following. Three generic types of political parties are characterised by their strategic postures using their stance on these two elements. The implications of strategic postures for the fulfilment of certain political marketing functions and organisational issues are briefly discussed. While traditional parties with a rigid content-based approach towards policy-making can be characterised as Convinced Ideologists, contemporary catch-all parties have moved towards being Tactical Populists.

Whilst both these postures are prone to being perceived as dogmatic or untrustworthy and fickle, a third posture, that of Relationship Builder, is proposed. This integrates leading and following, by using a relational approach towards marketing, as suggested in the evolving literature on strategic marketing and marketing orientation. This Relationship Builder stance constitutes a theoretical posture that needs to be clarified by empirical research in the political arena. Thus, to foster further empirical and theoretical research, several propositions have been derived in a process that is in line with the demands of theory-building and hypothesis-driven exploration as suggested for this comparatively new discipline of political marketing.     

The Role of Marketing in Politics

ABSTRACT

Political marketing is an exciting new area. Research produced over the last decade has been pioneering in showing the applicability of marketing to politics. However, this article argues that the field now needs to move in a different direction if we are to reach political marketing's full potential. Political marketing needs a comprehensive approach: it can be applied not just to party-electoral behaviour but also legislatures, local government, the media, and public services, with both concepts and techniques from marketing, and an understanding from political science literature as well as management studies. The article, therefore, maps out the route to be taken to reach the end of the rainbow and the pot of gold that the political marketing field potentially offers.     

How to Win Elections and Influence People

Abstract

In recent years electoral politics worldwide have become more firmly based on professional advice and labor. In developing democracies, the influx of advice and consultants from the West initially resulted in an “Americanization” of electoral techniques. As electoral systems have developed, the political consulting market in each country has evolved down a route more suited to the specifics of its electoral conditions. The present paper examines the development of political consulting in post-communist Russia. It places the electoral market in comparative context, looking at the scope, structure and activities of political consulting firms, and examining some of the controversies arising from the professionalization of politics in the country.     

Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

The purpose of this paper is to review the notion of branding and evaluate its applicability to political parties. As ideological politics is in decline, branding may provide a consistent narrative where voters feel a sense of warmth and belonging. The paper aims to build an understanding of the complexity of building a political brand where a combination of image, logo, leadership, and values can all contribute to a compelling brand narrative. It investigates how competing positive and negative messages attempt to build and distort the brand identity. A critical review of branding, relationship marketing, and political science literature articulates the conceptual development of branding and its applicability to political parties. The success or failure of negative campaigning is due to the authenticity of a political party's brand values—creating a coherent brand story—if there is no distance between the brand values articulated by the political party and the values their community perceives then this creates an “authentic” brand. However, if there is a gap this paper illustrates how negative campaigning can be used to build a “doppelgänger brand,” which undermines the credibility of the authentic political brand. The paper argues that political parties need to understand how brand stories are developed but also how they can be used to protect against negative advertising. This has implications for political marketing strategists and political parties. This paper draws together branding theory and relationship marketing and incorporates them into a framework that makes a contribution to the political marketing literature.     

Branding in Politics—Manifestations,Relevance and Identity-Oriented Management

ABSTRACT

In contrast to classical marketing, previous research on political marketing has barely considered the branding aspect. This is all the more surprising, given that on the one hand, political parties and their key representatives presumably fulfil the main criteria of an impact-oriented brand as a firmly anchored, consistent perceptual image in the minds of voters. On the other hand, there are many indicators that political brands are of considerable significance for voting decisions. In essence, the importance of brands for voting decisions on the part of the consumers derives from their branding functions, such as orientation aid in the form of an “information chunk” or risk-reduction function in the sense of a confidence surrogate. Based on the hypothesis that brand management thus constitutes a central challenge for the marketing of political parties, it is appropriate to investigate what approach seems best suited to managing political brands and how these should be formulated.     

Marketing good works: new trends in how interest groups recruit supporters

Charities or interest groups need to attract supporters, who offer both financial support and participation, to achieve their overall goal of influencing public affairs. They can use political marketing to help them attract and retain such supporters. Existing literature indicates they use marketing techniques such as direct mail to communicate to potential new supporters, but new research has discovered that the influence of political marketing is much more comprehensive. The most effective groups are now using political marketing to design the package they offer to supporters. They go through a four‐stage process. First, they conduct market intelligence to understand what supporters want from the organisation and second, they design their product accordingly. Third, they communicate this to potential supporters and then finally deliver campaign progress and they communicate this to existing supporters. They use marketing concepts: they adopt a market orientation and build an organisation designed to take account of its users' needs and wants. Although such charities are often associated with non‐business behaviour, the most successful groups are adopting the concepts and techniques of comprehensive political marketing as the means to increase their influence on government and public affairs. Copyright © 2003 Henry Stewart Publications     

Political Marketing and Propaganda: Uses,Abuses, Misuses

Although previous issues of well-respected marketing journals (e.g., Revue Française du Marketing, Psychology & Marketing, Journal of Marketing Management, European Journal of Marketing) have focused on political marketing, and although there are now journals which regularly publish papers on political marketing including, of course, this one and the Journal of Public Affairs, none has focused exclusively on how the techniques developed for use in electoral and governmental campaigning, in lobbying and party fundraising campaigns, are now being used more generally in the military, in public diplomacy programs, and by companies, not-for-profit organizations, and even terrorist groups, with a focus on “winning hearts and minds.” The aim of this special issue is to seek to fill in this gap in our knowledge and encourage further research into the political marketing/propaganda interface. In this special issue, we seek to elucidate the meaning of propaganda and political marketing by exploring their parameters, both contemporary and traditional.     

News Management as News

Abstract

This paper argues that the widely noticed increase in news reports about news management, government publicity and media relations must be seen as a logical outgrowth of a new, modernized and media-centred approach to policy-making and campaigning. It offers a systematic introduction to the concepts of media politics and metacoverage, develops a theoretical model to examine their relationship and applies it to the political communication dynamics of Great Britain. This paper breaks new ground in two respects: it broadens our understanding of what counter-measures media professionals take in response to political news management, and it lays out a comprehensive theoretical scheme of how the mediatization of politics leads to a mediatization of political coverage.     

Marketing the Political Message

Abstract

The potential for Americanisation of UK political campaigning is discussed with a particular focus on message development and dissemination. The paper recognises that there is difference between policy and message development, arguing that it is through the latter that British parties have most to learn from their transatlantic counterparts. Contextual differences in operation mitigate wholesale migration of American know-how, restricting technology transfer to fund-raising techniques and the incorporation of opposition and market research techniques into the development and dissemination of the message. Parties should focus their research on how to make their messages more easily understood and where to disseminate them, but they should use a process that maintains the integrity of their content (i.e., the underlying policy).     

For Whose Benefit? Fear and Loathing in the Welfare State

This article contributes to the debate on the relationship between marketing and propaganda through an analysis of social marketing as a mode of governing in permanent campaigning. The working hypothesis is that social marketing operations are agitational rather than propagandistic. The conceptual approach stems from a comparison of propaganda and marketing with Fordist and post-Fordist modes of production and governance. The research into the role of agitation involves an empirical study of the UK government campaign against benefit fraud, the most expensive of its kind. Using a combination of methodologies, the political context is framed through a discourse analysis that charts the historical emergence of the problem of benefit fraud and the material effects of this discourse on welfare spending allocation, content analysis is used to identify correspondences between different newspapers’ rhetoric and policy under different governments, and semiotic analysis helps to decode the message of the campaign against benefit fraud, as it relates to the overall government's strategy on this issue. The study offers insights into the political strategy of the government of New Labour between 1997 and 2010 and its resort to agitational techniques, exposing the limitations of government marketing and public relations in the context of an overall crisis of its political legitimacy, in both economic and political terms.     

Exploring the Consequences of Negative Political Advertising for Liberal Democracy

ABSTRACT

This paper explores existing thinking and research on the use of negative advertising strategies in political campaigning, and in particular examines their potential impact on liberal democracy. We ask what impacts negative forms of political communication may have on our system of government and democratic participation. Though political advertising makes up only a part of political discourse, an analysis of it is necessary given the increasing “marketisation” of political communication, coupled with concerns regarding the so called “democratic deficit.” In order to more truly evaluate its impact, the evidence pertaining to both the positive and detrimental consequences of employing negative ad strategies is examined. What emerges are some very real short-term benefits, some very real concerns over its use, and confusion over its “true” impact. Of particular note is the need for researchers and campaign managers to take a longer-term view of the potentially detrimental consequences of employing negative advertising strategies-to look beyond the short-term gains of winning elections and to consider the longer-term societal consequences of consistently employing advertising strategies characterised by the creation of doubt, fear, anxiety, violation and viciousness. We argue that the “winning” mentality of political ad campaigns needs to be balanced by a more “nurturing” orientation if the tenets of liberal democracy are to remain sustainable.     

“Market” Classification and Political Campaigning

ABSTRACT

There is an argument for a flow of logic from market structure to marketing strategy and performance. The nature of the political “market” and service-product constrains and dictates marketing strategy choices. Interactions between the voter, parties, and candidates in political campaigns could be likened to human services (Dickens, 1996) in commerce. However, parties and candidates operate in peculiar poligopolistic markets competing for the authority to deliver government services through an exclusive right of franchise bidding process similar to that in business-to-business markets. A structure-conduct-performance model is presented based on an analysis of political markets from consumer, industrial, and services marketing perspectives to provide strategic marketing insights. Political marketing is a hybrid subdiscipline of marketing incorporating characteristics from all three major marketing paradigms, with services marketing theory holding particular promise for future theory development.     

Professionalised Campaigning in Latin America

Abstract

This paper analyses the process of democratisation within Latin American by focusing on the nature of election campaigning in the region. Particular attention is paid to developments in three former military dictatorships, which now regularly hold elections. The states are Argentina, Chile and Uruguay, and consideration is given to the insights and limitations of applying the “Americanisation” or modernisation thesis in studying their distinctive media and political cultures. The elections held in each state during 1999 are used as case studies. What emerges is a complex pattern in which candidates and parties have simultaneously adopted some of the professional forms of electioneering whilst retaining and valuing the more traditional and interpersonal electioneering techniques. Furthermore, it was pointed out that there were marked differences in politicians' approaches to campaigning both between as well as within the three different political systems.     

The Role of Image-Makers in the Greek Political Scene

Abstract

The paper will address the role of image-makers (political consultants) in the Greek political scene. First, it is argued the growth of political consulting in Greece in the 1990s is intimately linked to the deregulation of the Greek TV scene. Second, the national elections of April 2000 will provide the context for documenting the crucial role that image-makers play in the development of image management strategy and techniques. The convergence of Greek campaigning with communication practices which have been developed and used in American elections renders support to the adaptation version of the “Americanization thesis.”     

Who Pays the Piper?

Abstract

This paper, using research from the UK and comparable US studies, looks at the growth in party fundraising, ethics of the process, impact on electoral systems, candidates, parties, campaigning and methods of obtaining funds (one donor in the UK has recently agreed to give £5 million to the Conservative Party because they are anti EU whilst Labour gained £1 million from the smoking lobby in 1997). It then links this to a growth in strategic public affairs and outlines the direct causal link between political lobbying and party fundraising.     

The views of an advocatus dei: political marketing and its critics

This paper addresses 11 statements of criticism of political marketing. These statements represent the most commonly voiced issues and were collected from marketers and political scientists. While marketing theorists are more concerned with the state of political marketing theory, political scientists concentrate much of their criticism on aspects of political marketing management as it is experienced in practice. Each statement is discussed and general conclusions are identified. While presenting the personal opinion of the author (advocatus dei), these conclusions and statements concerning political marketing should foster critical discourse on issues such as political marketing management, concepts and ethics. Copyright © 2004 Henry Stewart Publications     

Strategic postures of political marketing: an exploratory operationalization

• In contrast to most political marketing theories which imply that such concepts as ‘voter‐orientation’ or ‘voter‐centric political management’ are trivial and uni‐dimensional, this article will take its starting point from an alternative perspective.
• It draws on the concept of political marketing ‘postures’, i.e. a multi‐faceted conceptual entity, based on varied dimensions of political marketing orientations. The main duality consists of the constructs of ‘leading’ and ‘following’, with an auxiliary (and complementary) dimension of ‘relationship building’.
• This article provides an exploratory methodology to operationalize this concept, which will also be initially tested empiricially, using expert judgements as well as electorate's perceptions.
• Changing postures will be exemplified within a longitudinal application of the concept to perceptions of Tony Blair as Prime Minister.

Copyright © 2006 John Wiley & Sons, Ltd.     

The internal‐external marketing orientation of a political party: social implications of political party marketing orientation

This paper attempts to examine and define marketing's role and significance in the political arena and understand the social implications of political marketing more appropriately. A case study was undertaken to examine a major Australian political party's marketing orientation using key facets of the Kotler and Andreasen (1991) typology of internal versus external orientation and the Kohli and Jaworski (1990) market orientation perspective. An examination of this nature has previously not been undertaken in the area of political marketing to explore the social marketing issues from the marketer's perspective. The findings indicate significant issues for parties and marketing researchers to consider in relation to marketing and market orientation of political parties. Copyright © 2001 Henry Stewart Publications