Campaign Communication and Political Marketing (eBook)

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).

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

"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)

"Philippe Maarek has provided an acute, insightful survey and
compelling analysis of how political marketing has developed and
the consequences this has had for election campaigning. This is an
accessible, succinct and engaging read that provides a
comprehensive overview of a field which, by definition, is always
evolving."

--Dominic Wring, Loughborough University

"Political marketing is at the heart of political campaigning.
Philippe Maarek explains how to run such campaigns and how to get
your message--if you dare to be a candidate--to the
voters. Students interested in how to organize a political campaign
will also find in this book some analytical and practical tools.
Some lessons can certainly be drawn for how to improve the
confidence between citizens and the political elites."

--Guy Lachapelle, Concordia University