Mis-marketing the Conservatives: The Limitations of Style over Substance

Every Tory leader since 1997 has made significant attempts to use marketing; the most recent, Michael Howard, appointed the first ever UK party Marketing Director to head a specialised Marketing Department. However, whilst the Conservatives have made use of the tools of marketing (polling, focus groups, public listening exercises, communication) they have misunderstood the concept of political marketing, which is concerned with creating a unified political product that is responsive to voter demands. Political marketing has hitherto not worked for the Conservative party. This is because there is a lack of a supportive internal culture that accepts the party change necessary to produce a market-orientated political product including policy, leadership and candidates. If political marketing is only used to sell a product that the party elite rather than the British public wants, it will never help the Conservatives regain control of government.     

Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior

Political marketing has borrowed and adapted many terms from mainstream marketing, such as image management (segmentation, targeting, and positioning) and consumer (voter). In marketing, the terms “user” and “usage” have been established, yet their application to political marketing is less clear. This paper analyzes the feasibility and usefulness of usage in the political context. Drawing from the literature on usage, a model is developed and applied to four voting environments: Britain, Australia, Russia, and Belarus. One critical factor that emerges is the concept of choice, whereby the voter may chose to indicate their preference for one party yet be forced to use a different party as chosen by collective choice. Another issue is the potential for habitual voting behavior to limit decision making. It is concluded that usage needs to be contextualized specifically for political marketing.     

A Reconceptualisation of the Antecedents of Party Activism: A Multidisciplinary Approach

Leading researchers are questioning the continued use of competitive model testing to explain participation within British political parties. This paper argues that difficulties with this approach have not arisen out of the use of model testing per se , but because of the shortcomings of the models currently in use. A multidisciplinary approach towards accounting for participation exposes some of the theoretical and analytical shortcomings in previous research into political party members, and identifies relevant factors underlying participation that merit investigation in greater detail. In particular, analytical frameworks derived from the disciplines of marketing, nonprofit management and organisational behaviour provide appropriate and robust instruments for measuring factors underlying participation that are generally ignored in the political science literature. Alternative models comprising appropriately theorized variables drawn from a number of disciplines are presented, and the implications of a multidisciplinary approach towards explaining party activism are discussed.     

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.     

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.     

An exploratory case study focusing on the creation,and development of a new political brand: The case of Aam Aadmi Party

In the backdrop of India's rising prominence in BRICS (Brazil, Russia, India, China, and South Africa), understanding of its political environment, electoral competition, and constituent parties with their political ideologies contesting to form government attracts immense interest from the researchers in political science, political marketing, and public policy. Although literatures in political marketing are more than two decades mostly carried out in developed democratic systems like the United States, United Kingdom, Australia, and New Zealand, India as a posttransition democracy received relatively less attention. The article has been conceptualized in the context of 2014 Indian general elections Lok Sabha 2014 as an attempt to study application of political marketing principles in a cross‐cultural democracy. The author has probed the emergence of new political party Aam Aadmi Party riding on the success of Janlokpal (civil society movement), the marketing approach used by Aam Aadmi Party, essentially positioning and branding strategies, during the national elections and party institutionalization. Research strategy followed secondary research of published data for examining the new party creation from a marketing perspective.     

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.     

Human Branding in Political Marketing: Applying Contemporary Branding Thought to Political Parties and Their Leaders

Political marketing advances by engaging with new and advanced concepts from both of its parent disciplines. One of the most recent fields of brand research—the study of the human brand—is taken into the political marketing arena in this essay. Human branding is an emergent topic in mainstream marketing. The value as a brand of a person who is well-known and subject to explicit marketing communications efforts is being investigated in many fields. The concept has clear prima facie value in political marketing, where the role of a political leader as part of the political marketing offer has been recognized extensively. Politics is also a unique context given the relationship between leaders and parties, each of which has some unique brand associations. The process of exploring the application of human branding in politics also provides a context in which some of the interactions among party and leader, human brand, and organizational brand can be explored and further developed. Among the conclusions are that political party leaders require brand authenticity as an advocate of the party policy platform and brand authority to command the organization and deliver on the policies being advocated. Implications for party and campaign management are outlined.     

Political Marketing

ABSTRACT

Political marketing is a relatively new approach to analysing political activity that draws upon management marketing assumptions to describe political behaviour. These assumptions are explicitly grounded in neoclassical economic assertions about behaviour. In political science these assumptions are utilised by orthodox rational choice theory. Thus, political marketing can be located within this perspective. Rational choice provides a series of analytic models through which ontological implications can be derived, and predictions made. Yet, the political marketing approach seeks to build upon orthodox rational choice accounts, by introducing a normative element to this perspective, prescribing the internalisation of these assumptions in order to achieve the desired objective. Further, this normative aspect claims that the adoption of marketing improves the democratic process. However, rational choice is an analytical ‘toolkit’ which does not seek to make normative claims. Indeed, normative arguments are inconsistent with rational choice, which seeks to provide a scientific, value-free approach to political analysis, and, consequently, the analytical and normative aspects of political marketing need to be rendered explicit and such normative aspects challenged.     

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.     

Doorstep electioneering in Britain: An exploration of the constituency canvass

It is not often in political science that we have the opportunity of precise records against which we may check political behaviour, and this is particularly true of party electoral behaviour. The door-to-door election canvass of voters, which activity this essay seeks to examine, has had many unsubstantiated claims made about it, both in its favour and against. The research on which this essay is based involved the computerization and comparison of the canvasses of each of the three main parties in a recent parliamentary by-election, together with the official records showing which electors voted. When it is performed in ideal circumstances, the canvass emerges as a better guide to the voting behavour of individual electors than many commentators would give it credit for, but as a very poor form of opinion poll.     

Political Marketing and Professionalized Campaigning

Abstract

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions.

In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.     

Dimensions of political conflict and party positions in multi-level democracies: evidence from the Local Manifesto Project

Partisan conflicts have been frequently analysed in comparative political science research. Yet little is known about the dimensions of political conflict at the local level in multi-level democracies. This article contributes to the literature on the estimation and analysis of party positions by first presenting a new dataset of more than 800 local party manifestos in Germany that allows for a systematic analysis of the dimensions of political conflict at the German local level. Secondly, it is demonstrated that (semi-)automatic content analysis of these texts offers a promising approach for gaining new insights into local party positions. Thirdly, the empirical analysis of German local party manifestos shows that partisan conflicts are not only structured along the left–right dimension but also along a dimension which distinguishes between parties addressing ‘local’ and ‘national’ issues to a varying degree in their manifestos, due to the different behaviour of established and populist parties.     

It’s Not the Media,Stupid

It is commonly believed that the general public is heavily dependent on the media for its political news and views and that, as a consequence, the media exercise a strong influence over public opinion and behaviour. However, many millions in the Western world strongly believe things that are barely ever mentioned in the mainstream media, just as many millions also firmly reject or ignore some of the messages that are repeated incessantly by them. This confirms sixty years of experimental psychology research showing that most individuals are capable of preserving their beliefs, even in the face of overwhelming evidence, argument and logic to the contrary. Consistent with this, political science research finds little evidence of strong media influence on the party voting, political attitudes and election agendas of citizens. They have their own ways of gathering political information about the world around them, and they do not necessarily believe what they read in the papers, unless they are so inclined to start with. Consequently, media influences on mass opinion and behaviour are weaker than commonly assumed and, such as they are, their effects are more beneficial than harmful for democracy.     

Bestimmungsfaktoren des Wahlverhaltens in Deutschland bei den Bundestagswahlen 1987, 1998 und 2002: Eine Anwendung des Modells von Adams, Merrill und Grofman

According to theories of voting behaviour, a number of factors can influence a voter’s decision. This is, first, the affiliation of a voter to a specific social group. Second, the existence of a subjective closeness to a political party can determine voting behaviour. A third and fourth account focus on the ideological or policy-area specific position of voters and political parties and the problem-solving competence of a political party, respectively. Fifth, voting behaviour could be candidate-driven so that a voter chooses the party that nominates his favorite candidate. Finally, the felt economic situation by the voters could affect their behaviour at the polls. This paper shows that party identification, problem-solving capacity, the belonging to social groups and the preference for a chancellor candidate are decisive factors for the explanation of voting behaviour in Germany. The analysis extends a model developed by Adams, Merrill and Grofman (2005) and uses data from the German national election studies of 1987, 1998 and 2002.     

Politics and Image: The Conceptual Value of Branding

This article argues that the brand concept is a powerful tool for understanding political images. It challenges typical economic versions of political marketing that tend to deemphasize the significance of communication, popular culture, and personality in politics and argues that the brand as a concept can bring together the economic and the aesthetic, rational choice and cultural resonance. It proposes a model of brand distinctiveness and argues that this may be useful both in the analysis of party communication and in the normative evaluation of that communication.     

Conditions of success and political problems of a ‘media‐mediated personality‐party’: The case of Forza Italia

The emergence of Forza Italia should not be exclusively reduced to specific Italian conditions. This article attempts to explain the development and establishment of Forza Italia as part of a general change of politics in a modern, highly media‐oriented western society. The type of party represented by Forza Italia can be defined as a ‘media‐mediated personality‐party’. With regard to its structural organisation, it presents itself as an answer to tendencies of differentiation, individualisation and consumerisation in modern society. The leading organisational principle is not inner‐party democracy but inter‐party capability to compete. This model of organisation is seen as functional for a marketing‐based, media‐orientated political strategy. It represents a challenge for the type of democratic, mass‐membership party in western Europe. The 1996 elections in Italy, however, have also pointed out the limits of the model of the media‐mediated personality‐party.     

Party Behaviour in the Finnish Parliament

This article focuses on party behaviour in the Finnish Parliament. We consider the political parties as vote-seekers, office-seekers, or policy-seekers in a multiparty system. We presume that the parliamentary position of a party affects its behaviour, and that the behaviour of a party differs from one arena to another in Parliament. The party activity is measured in terms of proposed motions, reservations to committee decisions, debates and statements at plenary sessions, and roll-calls at plenary sessions. The empirical findings indicate that political parties in opposition act first and foremost as vote-seekers. Only opposition parties make reservations to committee decisions and initiate roll-calls at plenary sessions. On the other hand, the governing parties seem mainly to focus on policy-seeking.     

Voting,non‐voting and consumer buying behaviour: non‐voter segmentation (NVS) and the underlining causes of electoral inactivity

This paper examines some of the issues and debates surrounding the voting and non‐voting of the UK electorate. It attempts to compare and contrast voter behaviour from both a political science perspective and a consumer buying behaviour perspective. In particular, the paper details the output of primary research into non‐voter behaviour and attempts to cluster these motivations and rationales into psychographic segments of non‐voting behaviour. Issues such as alignment and dealignment, social and inherited values are debated in detail, with particular attention being paid to party identification, issue voting and social determinant theory. The paper both challenges and supports previously presented arguments regarding political issues and voting. In addition, electoral turnout and voter participation are analysed and the consequences for democracy discussed. Copyright © 2003 Henry Stewart Publications     

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.