Market Driven Political Advertising PDF
Preview Market Driven Political Advertising
PALGRAVE STUDIES IN POLITICAL MARKETING AND MANAGEMENT SERIES EDITOR: JENNIFER LEES-MARSHMENT Market Driven Political Advertising Social, Digital and Mobile Marketing Andrew Hughes Palgrave Studies in Political Marketing and Management Series Editor Jennifer Lees-Marshment University of Auckland Auckland, New Zealand Palgrave Studies in Political Marketing and Management (PalPMM) series publishes high quality and ground-breaking academic research on this growing area of government and political behaviour that attracts increas- ing attention from scholarship, teachers, the media and the public. It cov- ers political marketing intelligence including polling, focus groups, role play, co-creation, segmentation, voter profiling, stakeholder insight; the political consumer; political management including crisis management, change management, issues management, reputation management, deliv- ery management; political advising; political strategy such as positioning, targeting, market-orientation, political branding; political leadership in all its many different forms and arena; political organization including man- aging a political office, political HR, internal party marketing; political communication management such as public relations and e-marketing and ethics of political marketing and management. For more information email the series editor Jennifer Lees-Marshment on j.lees-marshment@auckland. ac.nz and see https://leesmarshment.wordpress.com/pmm-book-series/. More information about this series at http://www.palgrave.com/gp/series/14601 Andrew Hughes Market Driven Political Advertising Social, Digital and Mobile Marketing Andrew Hughes Research School of Management Australian National University Canberra, ACT, Australia Palgrave Studies in Political Marketing and Management ISBN 978-3-319-77729-0 ISBN 978-3-319-77730-6 (eBook) https://doi.org/10.1007/978-3-319-77730-6 Library of Congress Control Number: 2018936532 © The Editor(s) (if applicable) and The Author(s) 2018 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the pub- lisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institu- tional affiliations. Cover pattern © Melisa Hasan Printed on acid-free paper This Palgrave Pivot imprint is published by the registered company Springer International Publishing AG part of Springer Nature. The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland For Danielle, Timothy and Benjamin, for everything, even the Lego on the floor A cknowledgements Firstly I would like to thank Prof. Jennifer Lees-Marshment for her sup- port through this project and my career to date. Whilst many talk about leading the way, actions always express priorities and Jennifer has been brilliant in doing whatever she can to progress in the field of political mar- keting. Thank you, Jennifer. Next to the publishers of this book, Palgrave Macmillan, thank you for supporting the field of political marketing. Without your willingness to support these types of projects many academics work would be hidden from view and society would be a poorer place without this knowledge being made available to all. Thanks to all those who in some way shape or form who have helped me with ideas, advice and feedback for my research in this area. Prof. Phil Harris at Chester, you sir are a legend, Dr Stephen Dann for the early days, Prof. Aron O’Cass for showing that we Australians do indeed punch above our weight, and friends such as Dr Milos Gregor and Dr Ken Cosgrove for the global perspectives. To my colleagues at the Australian National University (ANU), including in political science, thank you for your encouragement for getting this done. Thanks to those practitioners, some of who really would like to remain nameless, for your advice and suggestions for this book. It is you who get to implement what we write about and I hope that you find this book relevant and enjoyable. To my extended family, thanks to Ross and Kathy for proofreading the early drafts of this—sorry again—and to my mum and dad for listening. vii viii ACKNOWLEDGEMENTS To Timothy and Benjamin, thank you my boys for letting Daddy finish this without suffering too many nerf gun injuries or Xbox fatalities. Finally, to my beautiful wife Danielle, thanks for everything that you did to make this easier for me and always being there—without you there could be no me. c ontents 1 I ntroduction and Outline 1 2 The Relationship Between Value Co-Creation, Exchange and Stakeholders 7 3 The Theory and the Practice of Political Advertising 29 4 Weapons of Mass Consumption: Social and Digital Media in Political Campaigns 61 5 Social and Digital Media: Creating, Engaging and Motivating Relationships 79 6 Mobile Political Marketing and Mobile Political Advertising 91 7 Political Advertising: Practitioner Lessons for 2018 and Beyond 101 8 The Future: Directions for Researchers and Practitioners 121 Index 135 ix l f ist of igures Fig. 2.1 Actor-to-actor stakeholder-based model of value exchange in political marketing (Hughes 2016) 17 Fig. 8.1 Brand emotional response model 123 Fig. 8.2 Policy and issue adoption curve (adapted from Rogers 2010) 125 xi
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