Full Description
Campaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics.
Offers comparative analyses of campaigns from country to country
Covers topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more
Draws on a variety of international case studies including the campaigns of Barack Obama and Nicolas Sarkozy
Analyses the impact of digital media and 24/7 news cycle on campaign conduct
Contents
Detailed Contents ix
List of Figures xv
List of Tables xvi
Introduction 1
Part I The rise of modern political communication 5
1 Birth and rise of political marketing in the United States 7
Part II The foundations of modern political marketing 31
2 Political marketing: a global approach 33
3 The means of analysis and information 72
Part III Political marketing tools 91
4 The traditional tools 93
5 Audiovisual tools 113
6 Direct marketing methods 140
7 The growing importance of the Internet 158
Part IV The actual running of election campaigns 177
8 Structure and organization of the campaign 179
9 The particularities of local campaigns 220
Conclusion: how to use this book ... 232
Appendix 1: Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract) 237
Appendix 2: Internet "Final Rules" decided by the Federal Elections Commission, March 27, 2006 244
Bibliography 248
Index 256
