Political Marketing and Public opinion

Question 1

What are the four key areas of political marketing?

Answer 1

Research - polls, surveys, focus groups.
Strategy - positioning, targeting, competition management, branding
Organisation - Volunteer, donor, resource and staff, database management
Communication - Advertising, press conference, got, social media marketing

Question 2

Political market research

Answer 2

Qualitative and quantitative, formal and informal methods. Online polling, surveys.
Used to understand attitutes, needs and wants of stakeholders.
Ensures decisions are well informed

Question 3

Segmenting and profiling the market

Answer 3

Crucial tool to break up the mass market.
Basic segmentation options:
Geographic, behavioural, demographic, psychographic

Question 4

Branding - How does it help?

Answer 4

How an organisation, individual, country or decision is perceived overall by the public.
Helps the party or candidate to:
change or maintain reputation and support, convey the product more simply, differentiate from other political products

Question 5

Volunteer management

Answer 5

Run local office, provide info about local community and issues, help with GOTV, donate, fundraise

Question 6

What are the two broad types of political marketing communication?

Answer 6

Static - TV advertising, billboards, guerrilla marketing, GOTV.
Relational and interactive - social media communication, tailored e0marketing, public relations

Question 7

Why did politicians start commercialising themselves?

Answer 7

Because their relationship with the public became more transactional.