PM group 1 report Flashcards
a fundamental part of political life. A large number of political players, including presidents and prime ministers, politicians and parties, as well as government departments and
councils turn to marketing in their pursuit of political goals
Political Marketing
raises many ethical questions, but its democratic impact is multifaceted, varied and depends on how political practitioners choose to use the tools
and concepts that marketing offers
Political Marketing
is a modern and dynamic field seeking to understand, learn from, comment on and even influence practitioner behavior.
Political Marketing
The Basic Components Political marketing is about how political organizations and practitioners including
Candidates
Politicians
Leaders
Parties
Governments and NGOs
Political practitioners hold a range of ambitions
Create policy change, including putting issues on the agenda, attracting public support, communicating the vision and passing legislation.
Improve representation of minorities such as disabled persons or an ethnic group.
Change behavior in society such as reducing drunk driving.
Gain support from new segments in the market such as the healthy pensioners.
Create a long-term positive relationship with voters in a district, constituency, electorate or riding
Increase the number and activity levels of volunteers in a campaign, party or movement.
Win control of government or become a coalition partner in government.
Manage expectations of leaders.
Get credit for delivery.
Attract more support or votes
According to _____, political parties, like businesses, rely on a variety of stakeholders, including members, volunteers, other politicians, lobbyists, interest groups, donors, the media, professional associations, electoral commissions, and government staff.
Mortimore and Gill (2010)
argue that politicians must address the broader needs of society, not just their target market. Effective political engagement requires consulting with
key groups affected by proposed policies and responding to lobbying efforts.
Hughes and Dann (2009)
is not just policies but the entire behaviour of a political organisation or practitioner, including political figures and volunteers, not all of which are controllable or tangible
Political Product
Political Stakeholders
Voters, Members/Volunteers, Donors, Internal staff, external staff, politicians/candidates/ lobbyists/think tanks, Public/Civil service/ professional groups, media, regulatory bodies, competitors, co-operators, citizen experts
Political Market Research Tools
Quantitative and Qualitative Market Research
Pools and Focus Groups
Role Play and Deliberation
Big Data and Market Surveillance
THE DIFFERENT STAKEHOLDERS IN POLITICS
Leadership/ Candidate- their powers, image, character, support/ appeal,
relationship with the rest of the party organisation (advisors, cabinet, members,MPs), relationship with the media.
Members of the legislature (senators,MPs)/ candidates for election- their nature, activity, how representative of society they are.
Membership or official supporters- their powers, recruitment, nature
(ideological character, activity, loyalty, behaviour, relationship to the leader)
Staff (researchers, professionals, advisors,etc.)- their role, influence, office
powers, relationship with other parts of the party organisation.
Symbols- name, logo, anthem
Constitution/rules
Activities- meetings, conferences, rallies.
Policies - proposed, current and those implemented in powe
helps politicians to understand voters and volunteers at individual level to then connect them into new groups that they can target
Segmentation and Voter Profiling
suggests that parties and candidates need to take account of the competition and ensure they occupy a distinct, superior position from which they can attract support
Positioning
focusing on using research to create effective communication to sell the product to the voter
Adopting a Sales or Market Orientation Towards Electioneering
offers tools for organizing effectively, such as an for internal party marketing and volunteer management
Political Marketing
the four areas connects and influences each other
Strategisng, researching, organizing, communicating
What are the kinds of activities under the following: Strategisng, researching, organizing, communicating
Strategising:
Strategy- sales or market orientation, positioning, targeting
Branding- brand equity, brand personality, brand perception
Researching:
Focus groups, interviews, role play
Polls, surveys, voter profiling, segmentation
Organising:
Volunteer management, donor management, fundraising
Communicating:
Targeted and research informed communications, government advertising
Public relations, e-marketing, interactive
using marketing to create long-term positive relationships between voters and political elites that help sustain politicians in times of crisis or failure and enable them to enact transformational leadership decisions.
Relational Political Marketing
“is to build a relationship centered on dialogue which leads to trust and empathy
Jackson (2013, 252)
Suggested a movement towards seeing internal stakeholders as integral to successful political marketing and to long-term, mutual and interactive communication, and towards using marketing to help create room for leadership.
Research in the Routledge Handbook of Political Marketing (Lees-Marshment 2012
Suggested by Jackson (2013), which is
focused on involving the consumer in an active experience with the brand. Voters are not just spectators but feel part of the event.
Experiential marketing
- Politicians use market research to create persuasive communication to sell their product
- Politicians conduct market research to identify voter demands and design a product voters want
- Politicians use a range of marketing tools and concepts to forge long-term relationships with voters
- Politicians work with the public to develop, design and deliver political solutions; voters are part of the process
Sales-Oriented Communicative
Market-Oriented Transactional
Relational
Co-Creation or Experiential
Who suggested?
The basic notion that an area such as politics could use marketing
he [marketing] concept of sensitively serving and satisfying human needs . provides a useful concept for all organisations
Kotler and levy
However, it should be noted that politics is very different to business for several reasons such as
Politics is not about making money, and it isn’t even just about getting votes.
Politics is about principles, ideals and ideology, and what the world should
be like, not just what works.
The political product has symbolic value, is intangible as well as tangible and is continually evolving.
There is only a limited range of political products available to ‘buy’, and political consumers often support one political product simply to avoid another.
Volunteers make up the producers’ labour force, and the product is difficult to deliver.
Political parties exist to provide representation and to aggregate interests by reconciling a variety of conflicting individual demands.
Politicians are duty bound to show political leadership and judgment rather
than just offer voters what they want
a research philosophy that emphasizes using methods that are most effective for the specific research question at hand.
Pragmatism
Barriers to researching and teaching Political Marketing
Cross-Disciplinary Challenges
Resistance from Traditional Academics
Institutional Barriers:
Practical vs. Academic Focus
Teaching and Supervision Issues
US and International Trends
Growing Acceptance
Ethical and Democratic Implications
