An assessment of the 2000 US presidential election: a set of political marketing guidelines

This paper comprises a set of marketing guidelines using the 2000 presidential election as an example, and analysing the image building of the two candidates, Al Gore and George W. Bush. It is not hard to understand, with hindsight, why Bush was the winner. Copyright © 2001 Henry Stewart Publications     

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.