Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.     

International political marketing: a case study of United States soft power and public diplomacy

• Political marketing can be categorized with three aspects: the election campaign as the origin of political marketing, the permanent campaign as a governing tool and international political marketing (IPM) which covers the areas of public diplomacy, marketing of nations, international political communication, national image, soft power and the cross‐cultural studies of political marketing. IPM and the application of soft power have been practiced by nation‐states throughout the modern history of international relations starting with the signing of the Treaty of Westphalia in 1648. Nation‐states promote the image of their country worldwide through public diplomacy, exchange mutual interests in their bilateral or multilateral relation with other countries, lobby for their national interests in international organizations and apply cultural and political communication strategies internationally to build up their soft power. In modern international relations, nation‐states achieve their foreign policy goals by applying both hard power and soft power. Public diplomacy as part of IPM is a method in the creation of soft power, as well as, in the application of soft power.
• This paper starts with the definitional and conceptual review of political marketing. For the first time in publication, it establishes a theoretical model which provides a framework of the three aspects of political marketing, that is electoral political marketing (EPM), governmental political marketing (GPM) and IPM. This model covers all the main political exchanges among six inter‐related components in the three pairs of political exchange process, that is candidates and party versus voters and interest groups in EPM ; governments, leaders and public servants versus citizens and interest groups in GPM, including political public relations and lobbying which have been categorized as the third aspect of political marketing in some related studies; and governments, interest group and activists versus international organizations and foreign subjects in IPM. This study further develops a model of IPM, which covers its strategy and marketing mix on the secondary level of the general political marketing model, and then, the third level model of international political choice behaviour based the theory of political choice behaviour in EPM. This paper continues to review the concepts of soft power and public diplomacy and defines their relation with IPM.
• It then reports a case study on the soft power and public diplomacy of the United States from the perspectives of applying IPM and soft power. Under the framework of IPM, it looks at the traditional principles of US foreign policy, that is Hamiltonians, Wilsonians, Jeffersonians and Jacksonians, and the application of US soft power in the Iraq War since 2003. The paper advances the argument that generally all nation states apply IPM to increase their soft power. The decline of US soft power is caused mainly by its foreign policy. The unilateralism Jacksonians and realism Hamiltonians have a historical trend to emphasize hard power while neglecting soft power. Numerous reports and studies have been conducted on the pros and cons of US foreign policy in the Iraq War, which are not the focus of this paper. From the aspect of IPM, this paper studies the case of US soft power and public diplomacy, and their effects in the Iraq War. It attempts to exam the application of US public diplomacy with the key concept of political exchange, political choice behaviour, the long‐term approach and the non‐government operation principles of public diplomacy which is a part of IPM. The case study confirms the relations among IPM, soft power and public diplomacy and finds that lessons can be learned from these practices of IPM. The paper concludes that there is a great demand for research both at a theoretical as well as practical level for IPM and soft power. It calls for further study on this subject.

Copyright © 2008 John Wiley & Sons, Ltd.     

Television and party political dissent: intra‐party competition and the formation of news agendas

This paper re‐examines the formation of political news agendas on British television. It argues that studies of news agenda formation in political communication have been overly focused on general election campaigns and the competition between the main political parties to set the news agenda. It suggests that such studies see political parties as either homogeneous or focus exclusively on the activities of communication elites and therefore miss another important aspect of the modern political communication process. Using the British party conferences as a case study, this paper argues that in order to capture the complexities of agenda formation outside election periods, political parties have to be seen as heterogeneous organisations, consisting of various ‘claim‐makers’. News agendas in certain situations have to be understood as the product of intra‐party competition between the leadership and dissenting voices. While this competition is imperfect, favouring resource rich party elites, on certain newsworthy issues broadcasting professionals act as a counterweight to leadership resource advantages, and help shape the outcome of intra‐party competition. In conclusion the paper suggests that dissenting actors within political parties, when newsworthy, can make a substantial contribution to the formation of television news agendas despite the resistance of party leaderships. Taking account of the communicative activity of these actors and of news values will provide further insights into the formation of political news agendas between general elections. Copyright © 2001 Henry Stewart Publications     

Priming the Parish Pump

Abstract

In this article we argue that the almost exclusive focus of political communications research on national political actors and agencies has led to an inadequate understanding of the functioning, the relevance, and the influence of local political communications strategies. This paper seeks to redress this neglect through exploring political marketing strategies of national political actors and agencies which have implications for local political communications; and political marketing strategies of local political actors and agencies and their implications for local political communications, with specific reference to the local newspaper coverage of the local campaign in the 2001 UK General Election. Drawing on a unique and extensive analysis of local newspapers' election reporting, combined with detailed interviews with journalists, editors, politicians and their agents, we argue that news management strategies enacted at a local level were characterised by an exchange relationship in which, although parties traded information for editorial space, the local news media retained a dominant role. Thus, although parties were, to differing degrees, successful in securing coverage of their candidates and policies, this success was always achieved in the context of local newspapers setting the broader agenda.     

Investigating political marketing using mixed method: the case for campaign spending data

This article is a response to calls for new research methods in the study of political marketing. We submit that the mixed method approach to studying how political parties use opinion research and political communication is underused. More specifically we believe that campaign spending data, which are commonly analyzed in electoral studies, can become a significant source of information for the study of political marketing. We summarize the availability of electoral expenditure data in 13 established democracies before using a mixed method design to study political marketing management in Canada. We seek to validate quantitative data about marketing spending activity by administering semi‐structured interviews with practitioners who held senior campaign positions in major political parties. Our preliminary look at campaign finance through a political marketing scholarship lens reveals the strengths of drawing insights from such data but also some limitations. We conclude that, as other research has posited, Canadian political parties focus more on advertising in their approach to campaigning. More broadly, we propose that students of political marketing should balance proprietary interviews with transparent, standardized, replicable and objective sources of information such as campaign spending data, and vice‐versa. Copyright © 2013 John Wiley & Sons, Ltd.     

General election marketing—selling a can of beans,building a favours bank or managing an event?

This paper applies three marketing approaches to identify a possible framework for analysing the 2010 general election. The first approach to be assessed is transactional, which is the traditional view of political marketing. The second approach is relationship marketing, of which there is some evidence that it has applied to politics. The third approach, experiential, has not yet been applied to the political context. As this is an exploratory research project, the data are collected from one small geographical area, Devon. Interviews were conducted with candidates in the 12 seats in this county to identify which, if any, of these three marketing approaches might apply to UK general elections. The article, argues that a hybrid approach to political marketing, drawing on all three approaches can potentially offer researchers a framework for understanding general election campaigns. Copyright © 2013 John Wiley & Sons, Ltd.     

Party strategies in the electoral market: Political marketing in West Germany, Britain and Ireland

Abstract. The use of a political marketing framework to describe modern party election campaigns can be useful for comparison over time, between and within countries. This paper concentrates on inter-country comparisons, examining the election compaigns of the West German Christian Democrats in 1983, the British Conservatives in 1983 and the Irish Fine Gael party in 1981. Political marketing is defined as the application of promotional activities to direct an exchange with voters through the use of such instruments as product policy, communications policies and distribution. Among the paper's main findings are, first, that the CDU were the only party to have communications policies which closely matched their product policy and, second, that distribution activities appear to be where future campaign developments are likely to concentrate. The paper concludes with a discussion on some specific aspects of political marketing including effects, financial corruption and the part political marketing plays in the general evolution of the electoral process.     

Politics of E‐Government: E‐Government and the Political Control of Bureaucracy

This case study reports an innovative e‐government experiment by a local government in Seoul, South Korea—Gangnam‐gu. A new local political leadership in Gangnam made strategic use of e‐government applications to exert greater political control over the local civil service bureaucracy. The authors find that e‐government applications possess political properties that can be applied effectively by the political leadership as instruments to improve control over the government bureaucracy as well as to enhance essential government accountability and transparency. The political circumstances underlying e‐government development as well as its impact on local government are reported, along with key variables associated with this innovation and directions for future research.     

International political marketing: a case study of its application in China

• The practice of International Political Marketing can be seen increasingly in the foreign relations of independent states. A review of relevant Political Marketing and International Relations publications reveals close linkage between the two. Based on the review, this paper categorizes political marketing into three aspects: the election aspect, the governing aspect (permanent campaign) and the international aspect of political marketing. The focus of this study is on international political marketing which was defined based on the review. This paper then reports a case study of the utilization of International Political Marketing by the government of the People's Republic of China. It looks at the recent events of China's accession of the WTO in 2001, China's hosting of Sino‐African Summit in 2006 and the on going promotion of China's image of ‘Peaceful Development and Cooperation’. The paper advances the argument that practically all nation states and international organizations apply International Political Marketing to both their strategic planning as well as conduct of day‐to‐day affairs. The paper concludes that there is a great demand both at a theoretical as well as practical level for International Political Marketing, requiring further study.

Copyright © 2007 John Wiley & Sons, Ltd.     

The Marriage of Politics and Marketing

Research into major party behaviour in Britain from a political marketing perspective finds that political marketing is broad in scope and offers fresh analytical tools to explain how political organizations behave. It is nevertheless a marriage between political science and marketing. It borrows the core marketing concepts of product, sales and market-orientation, and techniques such as market intelligence, and adapts them to suit traditional tenets of political science to produce an integrated theoretical framework. A party that takes a product-orientation argues for what it stands for and believes in. A Sales-Orientated party focuses on selling its argument and product to voters. A Market-Orientated party designs its behaviour to provide voter satisfaction. Exploring these three orientations demonstrates that political marketing can be applied to a wide range of behaviour and suggests its potential to be applied to several areas of political studies.     

Do campaign strategies and tactics matter? Exploring party elite perceptions of what matters when explaining election outcomes

In research on political campaign communication, it is often assumed that campaign strategies and tactics are highly important for explaining election outcomes. In contrast, most research in political science tends to emphasize the importance of political substance, long‐term factors such as party identification, and real‐world conditions for explaining election outcomes. Although political parties in practice treat election campaigns as highly important and consequential, there is virtually no research on how party elites perceive the importance of campaign strategies and tactics when explaining election outcomes. Hence, drawing on a survey among Swedish members of parliament, this study investigates party elite perceptions of what matters when people decide which party to vote for and of what matters when explaining election outcomes. In brief, the results show that members of parliament perceive campaign strategies and tactics as significantly less important than the substance of politics. In the concluding analysis, the implications of the results are analyzed. Copyright © 2012 John Wiley & Sons, Ltd.     

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     

The Dilemma of Developing Financial Accountability without Election – A Study of China's Recent Budget Reforms

Until recently, the discussion on political accountability focused on accountability in democratic systems with free and regular elections. Using China as a case study, this article contends that there exists a possibility of financial accountability without election. However, as election serves the important function of potentially changing the chain of accountability, the route of creating financial accountability without election has its limitations.     

Party Propaganda in Motion: Finland 1954–1991

This study addresses itself to the election campaigns of political parties in Finland and the changes which have taken place over time. Political parties are no longer strictly defined by ideology-rigid class structures have disappeared; and the primary hypothesis is that the parties have grown increasingly similar with respect to propaganda techniques and voter orientation. The empirical data in this study are based on the election platforms and campaign posters of the four largest parties in preparation for the parliamentary elections of 1954, 1966, 1975, 1987 and 1991. In order to elucidate the election propaganda of the political parties even further, a partial examination has been made of election campaign advertising by individual parties and candidates in four political affiliated newspapers as well as in an independent daily newspaper.
The primary hypothesis is clearly supported by this research: political parties have structured their rhetoric to appeal to all voters as opposed to having earlier directed their message to a traditional voter class/category, such as farmers, manual workers and white collar workers. The Communist party platform of 1975, which displayed a high degree of class/category specific orientation, constitutes an exception from this rule. The use of offensive propaganda has decreased, but there are exceptions from this rule as well. This article serves as a summary of the main findings of my licentiate thesis in political science at the Abo Academy University.     

Substituting the End for the Whole: Why Voters Respond Primarily to the Election‐Year Economy

According to numerous studies, the election‐year economy influences presidential election results far more than cumulative growth throughout the term. Here we describe a series of surveys and experiments that point to an intriguing explanation for this pattern that runs contrary to standard political science explanations, but one that accords with a large psychological literature. Voters, we find, actually intend to judge presidents on cumulative growth. However, since that characteristic is not readily available to them, voters inadvertently substitute election‐year performance because it is more easily accessible. This “end‐heuristic” explanation for voters’ election‐year emphasis reflects a general tendency for people to simplify retrospective assessments by substituting conditions at the end for the whole. The end‐heuristic explanation also suggests a remedy, a way to align voters’ actions with their intentions. Providing people with the attribute they are seeking—cumulative growth—eliminates the election‐year emphasis.     

The selling of the President 2004: a marketing perspective

• George W. Bush won the 2004 US Presidential election despite the facts of one thousand people losing their life in the Iraq war, the highest rate of increase in unemployment in 70 years and a vitriolic propaganda campaign (Michael Moore, etc.) against him. This case study seeks to explain the success through the prism of marketing theory and conceptual structures, that is, that the Bush team had a superior communications strategy and, within those parameters, superior marketing elements. Thus we seek to surface and integrate a number of causal explanations for his victory that arose from a political marketing orientation, specifically the offer of a ‘coherent narrative’; the conduct of a ‘permanent campaign’; more effective negative advertising (especially by pro‐Bush 527 groups), targeting and packaging; the success of the late campaign ‘big tent’ ploy. None of this however seeks to exclude the more purely political explanations for his success (located in such phenomena as the mobilization of the ‘Christian Right’ and the continuity to the aura attached to the ‘911 President’); nor is the application of marketing thought to political contexts treated uncritically.
• A further aim is to introduce political marketing modes of analysis to a political science audience—not to present them as a new ‘correctness’, for they are certainly vulnerable to challenge, but rather to precipitate more of an intellectual exchange between these two disciplines.

Copyright © 2007 John Wiley & Sons, Ltd.     

Self-Referencing and Political Candidate Brands: A Congruency Perspective

Although political and marketing analysts commonly describe political candidates as brands, the conceptualization of political candidates as brands within academic research and popular culture is uncommon. This paper presents empirical evidence in support of viewing candidates as such. Using data from a nationwide study that measures the self concept of Mexican voters and their perceived images of the presidential candidates in Mexico's 2006 election, the paper demonstrates that voters see themselves and each candidate as a distinct brand. Furthermore, this view of a voter's self-brand influences his or her perception of a political candidate's brand image. The academic and managerial implications of these findings are discussed.     

Political exchanges of value and the stakeholder concept: Implications for public affairs

The political marketing exchange is triadic in structure, as promises given by political actors in the context of an election campaign can only be reciprocated if 1. the political actor is selected, 2. has influence over legislation negotiations, and 3. is in a position to deliver on these promises. In each of these three ‘interaction marketplaces’, political actors are indirectly influenced by stakeholders. These ‘indirect stakeholders’ are often public affairs practitioners engaged in lobbying activities in the political sphere. This paper integrates the triadic interaction model of political marketing exchange with the political marketing stakeholder concept and highlights how public affairs practitioners can target their efforts for maximum benefit. This aim is motivated by a need to increase our understanding of how political marketing theory can help political actors and their stakeholders to optimise the resources that are used on marketing activities across the electoral cycle.     

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.     

村落选举、公共性生产与合法性——以陕西Y村为例

转型期中国乡村基层村庄民主选举备受学界关注,学界分别从乡村治理、制度变迁、政治民主等角度考察这一问题。然而这些考察忽略了一个重要维度:乡村公共性主题。笔者认为这一主题才是乡村选举的实质和意涵。通过Y村选举及修路等涉及村落公共事务的个案,笔者考察当前村落选举与村庄公共性生产、村落公意和共识的关系,文章认为当前基层乡村依然延续了差序式的公共性生产模式。这种公共性生产模式与通过选举运作生产公共性的模式之间具有内在张力,正是这种张力导致试图透过西式选举达成村落公意和民众共识的设想在重建当代乡村公共性实践中遇到问题。