Description
Book SynopsisCampaign Communication and Political Marketing is a comprehensive, internationalist study of the modern political campaign. It indexes and explains their integral components, strategies, and tactics.
Trade Review"This book provides a detailed and highly valuable account of the organizational processes that are driving these trends, but with important critical insights into improving the civic efficacy of political marketing." (European Journal of Communication, 1 February 2013)
"Maarek, Professor of Information and Communication Sciences at the Paris-East University, has authored various writings on political marketing, though this is perhaps his most comprehensive book on the subject to appear in English. . . This is an extensively well-researched and thorough book dealing with every level and stage of political campaigning." (The London School of Economics & Political Science, 7 August 2011)
Table of ContentsDetailed 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
