Campaign Communication and Political Marketing

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