Klappentext

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

Inhaltsverzeichnis

Introduction PART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION 1. Birth and rise of political marketing in the United States PART TWO: THE FOUNDATIONS OF MODERN POLITICAL MARKETING 2. Political marketing: a global approach 3. The means of analysis and information PART THREE: POLITICAL MARKETING TOOLS 4. The traditional tools 5. Audiovisual tools 6. Direct marketing methods 7. The growing importance of the Internet PART FOUR: THE ACTUAL RUNNING OF ELECTION CAMPAIGNS 8. Structure and Organization of the Campaign 9. The Particularities of Local Campaigns Conclusion Appendix List of figures List of tables Bibliography Index

Autorentext

Philippe J. Maarek is a professor of information and communication science at the University of Paris East. He chairs the Section of Political Communication Research of the International Association for Media and Communication Research (IAMCR), and is former chair of the Research Committee in Political Communication of the International Political Science Association (IPSA). He is the founder and director of the Center for Comparative Studies in Political and Public Communication and is co-founder and former director of the Public and Political Communication Department at the University of Paris-East. He is on the editorial board of the International Journal of Press/Politics, European Journal of Communication, Central European Journal of Communication, the Spanish-language Estudios de Comunicacion Politica, and the Italian-language Communicazione Politica. Maarek is the author of Communication et Marketing de l'Homme Politique, (2007), and La Communication des élections présidentielles de 2007, participation ou représentation? (2009).

Klappentext

Philippe J. Maarek's Campaign Communication and Political Marketing offers a comprehensive look at the structure and mechanisms of modern political campaigns. Covering topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more, Campaign Communication and Political Marketing provides a thorough and detailed insight into the science of running for office. With case studies that include the campaigns of Barack Obama and France's Nicolas Sarkozy, Maarek's text explains the nuances of political culture from nation to nation while highlighting the similarities of campaign functions internationally.

Zusammenfassung
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.

Inhalt

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