Campaign Communication and Political Marketing

Campaign Communication and Political Marketing offers a comprehensive look at the structure and mechanisms of modern political campaigns. With case studies that include the campaigns of Barack Obama and France's Nicolas Sarkozy, the nuances of political communication culture from nation to nation are explained while highlighting the similarities of international campaign functions. Covering topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more, students will gain a thorough and detailed insight into the science of running for office. From the contents Introduction PART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION 1. Birth and rise of political marketing in the United States PART TWO: THE FOUNDATIONS OF MODERN POLITICAL MARKETING 2. Political marketing: a global approach 3. The means of analysis and information PART THREE: POLITICAL MARKETING TOOLS 4. The traditional tools 5. Audiovisual tools 6. Direct marketing methods 7. The growing importance of the Internet PART FOUR: THE ACTUAL RUNNING OF ELECTION CAMPAIGNS 8. Structure and Organization of the Campaign 9. The Particularities of Local Campaigns