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Bruce I. Newman reveals how the US public is being manipulated by marketing strategies and tactics taken directly from the most successful market-led companies. He uncovers the emphasis on style over substance and sound-bite over real dialogue.
Bruce I. Newman tells us briskly, firmly what our instincts also tell us: We are mass marketing images rather than providing real leadership. --Paul Simon, Former U.S. Senator, Public Policy Institute, Southern Illinois University "Gatorade and Coke do it, so do candidates for high office—they manufacture images and manipulate reality to win our favor. In this insightful and compelling study, Bruce I. Newman demonstrates what politicians and interest groups are doing to us and what we need to do to strengthen our democracy." --Dennis W. Johnson, Associate Dean, George Washington University "Bruce Newman has written an incisive account of the role that marketing plays in contemporary politics. He argues persuasively that mass marketing techniques are profoundly changing and corroding American politics. His book provides an enlightful analysis of the ways in which marketers have transformed the presidential election." --Richard M. Perloff, author of Political Communication: Politics, Press and Public in America "This book is a must read for anyone concerned about the growing trend of sound bite over substance, willful manipulation of the media over honest engagement of the American Public." --David Wilhelm, Former Chair of the Democratic National Committee "While marketing has led to better quality in most markets, we are beginning to have serious doubts about what is doing to the quality of political life. Bruce Newman raises serious questions about whether anyone of merit can get elected today without the support of expensive and sophisticated marketing machinery." --Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University Marketing, not ideology, drives America′s contemporary political system, with an emphasis on image over substance, personality over issues, and 30-second sound bites over meaningful dialogue. Through the use of carefully crafted messages meant to manipulate voter thinking, the same marketing tactics used by Fortune 500 companies is shaping public opinion. The Mass Marketing of Politics details how marketing tactics are being used to determine public opinion, win votes, and shape public policy in the White House and Congress. The book points out the pitfalls of relying too heavily on marketing as a campaign and governance tool and offers solutions to fix our political system before it is too late. Bruce I. Newman is the author of The Marketing of the President (Sage, 1993) and the forthcoming Handbook of Political Marketing. He has served as a communication advisor to top White House officials and has written widely on the subject of political marketing in both scholarly and popular media. The Mass Marketing of Politics is provocative and essential reading for anyone interested in American politics, marketing, political communication, and media studies.
From the taunting videos of Osama Bin Laden to the partisan euphoria of the embedded journalist, from the visual rhetoric of the anti-globalisation movement to the empire of spin to the scalding polemics of American campaign advertising, propaganda is back. This book provides a full and detailed analysis of the phenomenon of propaganda, its meaning, content and urgent significance. It is one of the most original works ever published on the subject. While it applies a conceptual approach to the study of propaganda, the theoretics are grounded in practice. Insightful case studies on Symbolic Government, negative campaign advertising, single issue group polemic and corporate propaganda, culminate in a vivid narrative of the role of propaganda in driving the remorseless new conflict which began on September 11 2001. Contents Part One: Defining what and reasoning why 1. A question of meaning 2. Explaining propaganda Part Two: A conceptual arrangement 3. An essential trinity: rhetoric, symbolism and myth 4. Elements of propaganda: foundations; why we need enemies; enmity in action Part Three: case studies in propaganda 5. Privatising propaganda: the rise of the single issue 6. Evangelism and corporate propaganda 7. Propaganda and the symbolic state: a British experience 8. 9-11 and war 9. Weapons of mass deception: propaganda, the media and the Iraq war Afterword - The impact of propaganda Index Nicholas O'Shaughnessy is Professor of Marketing and Communication at the University of Keele
In this signal work of history, Bancroft Prize winner and Pulitzer Prize finalist Lizabeth Cohen shows how the pursuit of prosperity after World War II fueled our pervasive consumer mentality and transformed American life. Trumpeted as a means to promote the general welfare, mass consumption quickly outgrew its economic objectives and became synonymous with patriotism, social equality, and the American Dream. Material goods came to embody the promise of America, and the power of consumers to purchase everything from vacuum cleaners to convertibles gave rise to the power of citizens to purchase political influence and effect social change. Yet despite undeniable successes and unprecedented affluence, mass consumption also fostered economic inequality and the fracturing of society along gender, class, and racial lines. In charting the complex legacy of our “Consumers’ Republic” Lizabeth Cohen has written a bold, encompassing, and profoundly influential book.
This Handbook brings together in one volume the work of the world's foremost political consultants, marketing experts, and political scientists. Scholars and political professionals from nine different countries have contributed original chapters that provide a state-of-the-art review of the role of marketing "good and bad" in political campaigns. The Handbook's 40 chapters are organized in six sections that provide an exhaustive review of political marketing. Each section includes a rich blend of academic and practitioner authors, often collaborating on chapters, resulting in a rich blend of theory and practice. The Handbook of Political Marketing is the essential field manual for academics, politicians, campaign specialists, and anyone interested in the role of marketing in politics.
In 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it comes to effective branding, advertising, and relationship-building. The challenges facing a presidential campaign may be unique to the political arena, but the creative solutions are not. The Marketing Revolution in Politics shows how recent US presidential campaigns have adopted the latest marketing techniques and how organizations in the for-profit and non-profit sectors can benefit from their example. Distilling the marketing practices of successful political campaigns down into seven key lessons, Bruce I. Newman shows how organizations of any size can apply the same innovative, creative, and cost-effective marketing tactics as today's presidential hopefuls. A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate. Winner of the 2016 International Book Award in the "Business: Marketing & Advertising" category.
Electronic inspection copies are available for instructors Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers. Key features of each chapter include: - Short chapter introduction and learning summaries - Discussion questions to share in the classroom - Annotated suggestions for further reading - Lists of key terms to consider This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses. Dr Robert P. Ormrod, University of Aarhus, Denmark Dr Stephan C. Henneberg, University of Manchester Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London
Political advertising is as important as ever, ad spending records are broken each election cycle, and the volume of ads aired continues to increase. Political Advertising in the United States is a comprehensive survey of the political advertising landscape and its influence on voters. The authors, co-directors of the Wesleyan Media Project, draw from the latest data to analyze how campaign finance laws have affected the sponsorship and content of political advertising, how 'big data' has allowed for more sophisticated targeting, and how the Internet and social media has changed the distribution of ads. With detailed analysis of presidential and congressional campaign ads and discussion questions in each chapter, this accessibly written book is a must-read for students, scholars and practitioners who want to understand the ins and outs of political advertising.
Political marketing is part and parcel of political life. Politicians, government and council departments have incorporate marketing in their pursuit of political goals. They are aware when deciding on policies and service deliverances; understand people they serve and seek votes from them and thus create new segments to target and creation of the political brand to develop an attractive vision. The objectives of this study are to examine voters` behaviour, the role of loyalty, trust, and voting intention in selecting political leaders in Ghana. Data gathered from 520 eligible voters who have voted at least two times. Structural Equation Modeling Smart PLS was employed generate the findings. The outcome revealed that, candidate personality, epistemic value, contingency situation and political issues have a positive and significant influence on voting intention. However the social imagery had no effect on voting intention from the voters` perspectives. Voters` loyalty and trust moderates voting intention on the aggregate level. This finding suggested that political issues engagement with voter audience need to be revisited through civic education. Given the importance that democratic societies placed on citizens’ participation in an electoral process. Incorporating their views, opinions and feelings on trust and loyalty to a party on their voting intention will offers an empirical dimension to the evaluation of voters` behaviour and also help the leadership of the various political parties in Ghana in their quest to develop appropriate strategies with the so aim of winning election. As marketers do to win their customers against their competitors.
Political Marketing is the first comprehensive textbook to focus on political marketing, and introduces students to how candidates, parties, elected officials and governments around the world utilise marketing concepts and tools win elections and remain in office.analyses the implications of political marketing for democracy - are we happy to be 'citizen-consumers'?Drawing on the latest theoretical work and providing the broadest collation of international political marketing research available, this text:examines a wide range of political marketing topics including the rise of the political consumer, market intelligence and segmentation, opposition research, e-marketing, direct mail, market-orientation and strategy, internal marketing, product re-development, branding, local political marketing, marketing in government, delivery and global knowledge transferfeatures over 40 case studies written by international specialists in over 20 countries, and practitioner perspectives from those currently engaged in political marketingillustrates theories with clear examples integrated with topical discussion points, and provides essay and applied assessment suggestions in each chapter. Presented in clear and engaging style, this textbook offers sophisticated understanding of this exciting new area. Written by a leading expert in the field, it is essential reading for all students of political marketing, parties and elections and comparative politics.