Political marketing and the 2015 UK general election / editors, Darren G. Lilleker, Mark Pack.
This book brings together leading scholars to analyze political marketing in the context of the UK 2015 General Election. Election campaigns represent a time of intense marketing, including: the communication of party, party leader and candidate brands; the design and dissemination of key messages a...
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| Online Access: |
Full Text (via Springer) |
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| Other Authors: | , |
| Format: | eBook |
| Language: | English |
| Published: |
London :
Palgrave Macmillan,
[2016]
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| Series: | Palgrave studies in political marketing and management.
Palgrave pivot. |
| Subjects: |
Table of Contents:
- List of Contributors; List of Figures; List of Tables; Chapter 1: Introduction; 1 The UK Context; 2 Understanding the Campaign Through Political Marketing Research; References; Chapter 2: Election Strategies, Campaign Themes and Target Voters; 1 The Unofficial Long Campaign (April 2009-May 2015); Age of Austerity; Austerity-Lite; The Scottish Question; The Permanent Campaign; 2 The Short Campaign (March-May 2015); The Conservatives and the Crosby Strategy; Labour and the Axelrod Strategy; The Liberal Democrats and the Coetzee Strategy; The United Kingdom Independence Party.
- The Green Party Plaid Cymru; The Scottish National Party; 3 Conclusion; References; Chapter 3: Manifestos as an Extended Branding Campaign; 1 The Manifesto as Brand Projection; 2 The Manifestos Role in Promoting Economic Competence as Brand Identity; 3 The 2015 Manifestos as Mini-Campaigns and Media Events; 4 The Winning Manifesto; References; Chapter 4: Party Branding: A Case Study of Online Political Posters; 1 The Problem of the Political Brand; 2 Findings; 3 Conclusion; References; Chapter 5: Political Party Advertising and Marketing Strategies in the 2015 UK Election.
- 1 Core Contextual Influences on the Campaign Messages2 A Critical Synopsis of the Persuasiveness of Negative Attack Versus Positive Election Advertising Messages; 2.1 The Persuasiveness of Negative Attack Ad Messages; 2.2 The Influence of Positive Election Ad Messages; 3 The Conservative 2015 Advertising Campaign; 4 The Labour 2015 Advertising Campaign; 5 Analysis of the Conservative and Labour 2015 Advertising Campaigns; 5.1 The Conservative Advertising Campaign; 5.2 Labour's Advertising Campaign; 6 Conclusion; References; Chapter 6: Strategic Media Management.
- 1 The Role of Political Public Relations2 Party Media Priorities; 3 Carefully and Cautiously: Party Media Management Strategies; 4 A Question of Imbalance; 5 Market Failure or Marketing Failure; 6 Media Effects; 7 Conclusions; References; Chapter 7: Digital Political Marketing; 1 2010-2015 Digital Transitions; 1.1 Strategic Innovations: WebCameron Versus YouTube; 1.2 Central Party Websites, Email and Data; 2 Social Media and #GE2015; 2.1 'Britain's #hashtag Election'; 2.2 #JeSuisEd and #Millifandom: Grassroots Engagement; 2.3 Broadcast Versus Listening and Engagement.
- 2.4 Conversation, Broadcast, and Engagement2.5 Creating Activists Through Participation; 2.6 Sturgeon and Twitter Engagement; 3 Conclusions; References; Chapter 8: The Battle for Brighton: The View from Cyberspace; 1 The Context; 2 The Constituencies; 3 The Campaign on Twitter; 4 The Campaign on Facebook; 5 Non-party Campaigners; 6 The Social Media Campaign: The View from the Candidates and Journalists; 7 Conclusion; References; Chapter 9: Lessons for Political Marketing from 2015; Bibliography; Index.