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.     

The Strategic Importance of State-Level Factors in Presidential Elections

While political scientists usually rely on national models ofpresidential elections, the candidates and their campaign staffstend to focus on state-by-state strategies. This study testshypotheses that presidential candidates and their parties canincrease their support in specific states through the strategicselection of their national-party convention sites and theirvice-presidential running mates. This study also assesses thecommon assertion that candidates receive an electoral boostin states with incumbent governors from the same party. Utilizinga normed model of the presidential vote in the states that servesas a baseline for assessing the importance of these strategicfactors, the study finds that presidential and vice-presidentialcandidates receive an electoral advantage in their home statesand regions. Generally, parties do not derive significant electoralbenefits in states selected to host the national conventionor those in which they control the governorship. Important differencesare found over time and between the two political parties.     

Party system nationalization,presidential coalitions,and government spending

This paper argues that there is a strong relationship between geographical patterns of political parties' electoral performance and the composition of central government expenditures. When party system nationalization is high, the composition of spending will focus more on non-targetable expenditures, while targetable expenditures increase as the party system distribution of votes across different districts becomes less homogenous. However, the effect of party nationalization on spending type is conditioned by the size of the presidential coalition; targeted transfers will increase if the coalition size decreases, even if party nationalization is high. I find support for these hypotheses with an empirical analysis of district-level electoral and government expenditure data for several countries in Latin America between 1990 and 2006.     

Individualised Constituency Campaigns in Mixed-Member Electoral Systems: Candidates in the 2005 German Elections

Constituency campaigns are important phenomena for students of political parties, voting behaviour as well as political communication. These research communities perceive constituency campaigns as parts of centralised high-tech campaigns aiming in strategic ways at the efficient mobilisation of voters. We propose in this paper an alternative understanding of constituency campaigns using the case of the German parliamentary elections in 2005 to empirically test this understanding. We perceive constituency campaigns as phenomena signalling a relative independence of individual candidates from the national party campaign. We label this phenomenon individualised campaigning. We argue that individualised campaigning is driven among others by electoral incentives. We test this hypothesis with regard to the German mixed-member electoral system and on the basis of a survey of all candidates standing for election in 2005.     

Macro Research on Campaign Mobilization in the United States

ABSTRACT

This essay reviews the macro or aggregate-level academic literature on campaign mobilization and voter turnout in the United States. The conclusion that emerges from this literature is that hard-fought, high-stimulus electoral contests get out the vote. In part, the level of turnout on election day is a product of the efforts of strategic political actors (e.g., candidates, campaign contributors, and political parties) in the pursuit of elective office. The essay suggests that the academic literature on campaign mobilization would benefit from greater appreciation of how real world campaigns operate. A lesson that academics should draw from the practitioners is that strategic campaigns target and attempt to get out their voters. Careful consideration of the flows of information in campaigns would lead to a richer theory of mobilization. Looking at campaigns in a differentiated fashion, future research should recognize some fundamental points about their turnout implications: what campaigns do and whom they target may be more important than simply how much they do.     

When Payouts Pay Off: Conditional Cash Transfers and Voting Behavior in Brazil 2002–10

This article estimates the electoral effects of conditional cash transfers (CCTs) in three presidential elections in Brazil. It analyzes municipal‐level electoral results and survey data and employs matching techniques to reduce causal inference problems typical of observational studies. Results show that CCTs are associated with increased performance by the incumbent party presidential candidate in all three elections but that these effects have been reaped by incumbents from different parties. It also shows that CCTs have had no discernible impacts on party identification and the performance of incumbent parties in legislative elections. Together, these findings suggest that CCTs are significant in the short run, but lack the capacity to induce substantial long‐term voter realignments.     

Identifying the Persuasive Effects of Presidential Advertising

Do presidential campaign advertisements mobilize, inform, or persuade citizens? To answer this question we exploit a natural experiment, the accidental treatment of some individuals living in nonbattleground states during the 2000 presidential election to either high levels or one‐sided barrages of campaign advertisements simply because they resided in a media market adjoining a competitive state. We isolate the effects of advertising by matching records of locally broadcast presidential advertising with the opinions of National Annenberg Election Survey respondents living in these uncontested states. This approach remedies the observed correlation between advertising and both other campaign activities and previous election outcomes. In contrast to previous research, we find little evidence that citizens are mobilized by or learn from presidential advertisements, but strong evidence that they are persuaded by them. We also consider the causal mechanisms that facilitate persuasion and investigate whether some individuals are more susceptible to persuasion than others.     

With a little help from my neighbours: A spatial analysis of the impact of local campaigns at the 2010 British general election

This article examines the electoral impact of spillover effects in local campaigns in Britain. For the first time, this is applied to the long as well as the short campaign. Using spatial econometric modelling on constituency data from the 2010 general election, there is clear empirical evidence that, in both campaign periods, the more a party spends on campaigning in constituencies adjacent to constituency i, the more votes it gets in constituency i. Of the three major political parties, the Liberal Democrats obtained the greatest electoral payoff. Future empirical analyses of voting at the constituency scale must, therefore, explicitly take account of spatial heterogeneity in order to correctly gauge the magnitude and significance of factors that affect parties' parliamentary performance.     

Explaining the Decision to Withdraw from a U.S. Presidential Nomination Campaign

We contend that a candidate’s decision to exit from a U.S. presidential nomination campaign is a function of three sets of considerations: the potential for profile elevation, party-related costs, and updated perceptions of competitiveness. We analyze data from eleven post-reform presidential nomination campaigns and find support for all three considerations. Specifically, our results suggest that in addition to candidates’ competitiveness, the decision to withdraw is a function of candidates’ closeness to their party and ability to raise their profile. At the same time, some of our results contradict the conventional wisdom regarding presidential nomination campaigns, as we find no evidence that media coverage or cash on hand directly affect the duration of a nomination candidacy.     

Do parties respond strategically to opinion polls? Evidence from campaign statements

This article investigates how parties respond to polling results on the campaign trail. I argue that parties use pre-election polls as mobilization and fine-tuning devices. Opinion surveys that exceed expectations can be exploited to mobilize the party base. Disappointing polls, in turn, are publicly downplayed and criticized. However, this information can be used to refine campaign strategies. Parties underperforming in the polls have incentives to emphasize their own policy positions and to attack other parties. These arguments are supported by evidence from 2140 campaign statements by Portuguese party leaders over two elections, combined with polling results. The findings suggest that parties carefully adjust their campaign rhetoric in response to public opinion signals. The study contributes to research on elite behavior and political representation. Moreover, it shows how research on campaign effects can benefit from a closer attention to the supply-side of campaigns.     

Party registration and party self-identification: Exploring the role of electoral institutions in attitudes and behaviors

How do electoral institutions affect self-identified partisanship? I hypothesize that party registration acts to anchor a person's party identification, tying a person to a political party even when their underlying preferences may align them with the other party. Estimating a random effects multinomial logit model, I find individuals registered with a party are more likely to self-identify with that party and away from the other party. Party registration also affects voting in presidential elections but not in House elections, leading to greater defection in the former where voters have more information about the candidates. These insights illuminate varying rates of electoral realignment, particularly among southern states, and the makeup of primary electorates in states with and without party registration.     

Vested Interests

SUMMARY

Interest groups are key players in contemporary campaigns and elections. Along with candidates and political parties, interest groups invest heavily in attempting to influence the outcomes of electoral contests, including presidential races. While scholars have investigated the resource allocation strategies of presidential candidates, little is known about how interest groups distribute resources in presidential campaigns. This study examines spending on political advertising in the 2000 presidential election and compares interest groups' resource allocation decisions to those of the candidates' organizations and the national political parties. The findings reveal that, although interest groups are numerous, disconnected and geographically dispersed, these entities—in the aggregate—adopt allocation strategies similar to those of candidates and parties.     

Candidate Qualities through a Partisan Lens: A Theory of Trait Ownership

Using Petrocik's (1996) theory of issue ownership as a point of departure, I develop and test a theory of "trait ownership" that provides an explanation for the origins of candidate trait perceptions and illustrates an important way that candidates affect voters. Specifically, I argue for a direct connection between the issues owned by a political party and evaluations of the personal attributes of its candidates. As a result, the American public views Republicans as stronger leaders and more moral, while Democrats hold advantages on compassion and empathy. I also draw on "expectations gap" arguments from psychology and political science to demonstrate how a candidate may gain an electoral advantage by successfully "trespassing" on his opponent's trait territory. National Election Studies data from the 1980–2004 presidential elections are used to demonstrate the existence, durability, and effects of trait ownership in contemporary American political campaigns.     

Election Laws,Mobilization, and Turnout: The Unanticipated Consequences of Election Reform

State governments have experimented with a variety of election laws to make voting more convenient and increase turnout. The impacts of these reforms vary in surprising ways, providing insight into the mechanisms by which states can encourage or reduce turnout. Our theory focuses on mobilization and distinguishes between the direct and indirect effects of election laws. We conduct both aggregate and individual‐level statistical analyses of voter turnout in the 2004 and 2008 presidential elections. The results show that Election Day registration has a consistently positive effect on turnout, whereas the most popular reform—early voting—is actually associated with lower turnout when it is implemented by itself. We propose that early voting has created negative unanticipated consequences by reducing the civic significance of elections for individuals and altering the incentives for political campaigns to invest in mobilization.     

Campaigning on behalf of the party? Party constraints on candidate campaign personalisation

This article analyses what makes political candidates run a party‐focused or personalised election campaign. Prior work shows that candidates face incentives from voters and the media to personalise their campaign rhetoric and promises at the expense of party policy. This has raised concerns about the capacity of parties to govern effectively and voters’ ability to hold individual politicians accountable. This article builds on the literature on party organisation and considers the possible constraints candidates face from their party in personalising their election campaigns. Specifically, it is argued that party control over the candidate nomination process and campaign financing constrains most political candidates in following electoral incentives for campaign personalisation. Using candidate survey data from the 2009 EP election campaign in 27 countries, the article shows how candidates from parties in which party officials exerted greater control over the nomination process and campaign finances were less likely to engage in personalised campaigning at the expense of the party programme. The findings imply that most parties, as central gatekeepers and resource suppliers, hold important control mechanisms for countering the electoral pressure for personalisation and advance our understanding of the incentives and constraints candidates face when communicating with voters. The article discusses how recent democratic reforms, paradoxically, might induce candidate personalisation with potential negative democratic consequences.     

Do Primaries Improve Electoral Performance? Clientelism and Intra‐Party Conflict in Ghana

We consider the effect of legislative primaries on the electoral performance of political parties in a new democracy. While existing literature suggests that primaries may either hurt a party by selecting extremist candidates or improve performance by selecting high valence candidates or improving a party’s image, these mechanisms may not apply where clientelism is prevalent. A theory of primaries built instead on a logic of clientelism with intra‐party conflict suggests different effects of legislative primaries for ruling and opposition parties, as well as spillover effects for presidential elections. Using matching with an original dataset on Ghana, we find evidence of a primary bonus for the opposition party and a primary penalty for the ruling party in the legislative election, while legislative primaries improve performance in the presidential election in some constituencies for both parties.     

Group Components of U.S. Presidential Voting Across the States

Examinations of the sociodemographic group foundations of presidential voting and electoral coalitions rely on national samples (e.g., the American National Election Studies). However, recent developments in the state party and electoral change literature suggest variation across the United States in the group bases of political coalitions and in the process of electoral adjustment. Moreover, the strategic implications of the electoral college suggest a focus on state electorates. We estimate multivariate, group-based logit models of presidential vote choice using 1988 CBS/ New York Times and 1992 Voter Research and Surveys exit poll data from each of the largest states. Our results reveal noteworthy variation in the nature of group influences on presidential voting, in the composition of presidential electoral coalitions, and in cleavage structures across the states. This mapping exercise suggests limitations in theoretical and empirical accounts of presidential voting, political cleavage, and electoral change that do not accommodate the geopolitical diversity of the United States.     

The politics of vice-presidential selection in Latin America

It has become common for presidential candidates in Latin America to pick running-mates from outside of their own political parties in the form of political independents or politicians from other parties. As witnessed in several recent cases, this has added a new dynamic to Latin American presidentialism, not least in situations of political crisis. Drawing on a new database, the present paper enquires into the factors that may lead prospective presidents to select such “external vice-presidents”. The findings show that the logics behind selecting either a politician from another party or a political independent as running-mate differ. While the size of the presidential candidate's own party explains the decision to select vice-presidential candidate from another party, the choice of an independent is determined by the fragmentation of the party system. Furthermore, there is evidence that previous experiences of vicepresidential succession makes the selection of an independent running-mate more likely, possibly as a attempt to guard against challenges to the future presidency. Generally, presidential hopefuls tend to pick external running-mates who lack a strong political following, which also indicates that electoral logic is often mitigated by concern for the stability of the eventual presidency.     

The leadership dilemma: Examining the impact of strong leaders on parties

Party leaders are often regarded as crucial to a party's success. Successful leaders tend to be big personalities who dominate their party's organisation, policy development and electoral campaigns. But does that control come with a price? We test to see if such leaders damage their parties in the medium term. This happens because strong leaders might be ceded too much control of the party organisation, policy and electoral strategy. We specifically hypothesise that political parties will go through a period of leadership instability and electoral decline after strong leaders step down. Using a dataset with elections under party leaders in nine countries over a 25-year period, and a qualitative case study, we find some evidence for the theory, which should prompt further research of the question.     

Do Politics in Europe Benefit from Politicising Corruption?

In this article, two unexplored trends in European electoral politics are highlighted. Using newly collected data the article tracks the politicisation of corruption in electoral campaigns from 1981 to 2011, an electoral strategy that has been increasing over time in most European countries. It then empirically tests two aspects of this campaign strategy. First, what are the factors that are systematically associated with a party’s decision to politicise corruption? Second, what are the electoral effects in terms of relative vote share for parties that politicise corruption? Using an original data-set that employs multi-level data (parties nested in countries) the results demonstrate first that politicisation of corruption occurs systematically more often among established parties from the main opposition, new parties and parties on the political right, and occurs as a function of country-level corruption, district magnitude and public party financing. Second, it is found that the main opposition and new parties that use such a campaign strategy make significant electoral gains relative to the previous election compared to parties that do not politicise corruption. Yet gains are offset in low-corruption countries. The findings demonstrate salient implications for research on party systems, corruption studies and democratic legitimacy, among other areas of investigation.