Market Driven Political Advertising
Description
Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.
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Person
Andrew Hughes is a lecturer in Marketing at the Australian National University (ANU) in Canberra. His research examines the role of stakeholders in political marketing, political advertising, leader brands, and how consumers respond emotionally to different information types. His thesis was nominated for ANU's prestigious prize, the J.G. Crawford Award.
Content
This chapter will introduce the reader to the overall outline of the book and the content to be covered. It will out
Each chapter will be discussed in brief and provide an overall road map for
the reader. Where necessary these outlines may provide some brief definitions that will help lay the foundation stones in the readers mind of the conceptual,empirical and practitioner areas that will be covered by the book.
It will conclude by summarising the overall objective of the book and what value the reader should expect to have from it by the conclusion.
Outline:
? Introduction
? Chapter overview
? Conclusion
C hapter 2: The Rebirth and Transformation of Political Advertising
This chapter starts with a very brief overview of political advertising and offers new definition of political advertising that incorporates the use of social media as a new delivery mechanism of the promise of the value exchange.
It will also discuss political exchange and the role< of advertising in communicating the value being offered in this exchange in an actor-to-actor stakeholder model (Hughes 2016), and why this model is relevant to explaining the use of the new methods of politica
It then briefly discusses the role of political advertising in a political branding and CRM context, and how advertising is being used more and more as part of a broader IMC strategy.
It then looks into the role that political system has on the use of political advertising, such as on effectiveness, design or strategies. It also briefly considers the electoral event, be it a referendum or an election.
Next it defines and discusses the different types of media into two categories: heritage or old, or modern or new. A brief discussion and examples of the different perspectives that are considered in political advertising is then provided as this can assist the reader in understanding how even subtle changes in context can alter how political advertising is perceived and evaluated.
? Introduction & overview
? Political advertising in Political marketing campaigns:
o Background
? Use to communicate value offering
? Political exchange
? The Rise of Stakeholders in Political Advertising
? Actor-to-actor stakeholder model (Hughes 2016)
? Relationships and brandingo Political branding
o CRM
o Advertising's role in a Political IMC Campaign
? Does the system matter?
o Compulsory v non-compulsoryo Voting systems
o Political systems - the sociology perspective
? Heritage and New Media: Perspectives on political advertising
C hapter 3: The End of One Era, And the Start of a New
This chapter will start by examining some of the practitioner reasons and timeline in the change in political communication strategies<, such as social media, public relations, public affairs, media management, which have moved away from the older forms of political advertising.
Next it will discuss why, using the latest research findings that utilised psychophysiological methods, that television advertising can no longer be used as the primary means of communication with an audience. There will be an examination and discussion of these implications for practitioners in the context of recent and current campaigns.
? Introduction
? Is political advertising being replaced or merely displaced?? Why stick with political advertising?
o The role of each type of political advertising
o Previous research and practitioner use.? Is it time to stop political advertising?
o Current research findings using psychophysiological methods.
o Practitioner and recent campaigns contrast: US Presidential, Australia, Europe, and the new fear campaigns such as Brexit.o Positive: Behaviour change or just smoke and mirrors? The effectiveness of positive messaging in political campaigns.
o Practitioner and recent campaigns contrast: US Presidential, Australia, Europe, and the new fear campaigns such as Brexit.? Implications
? Conclusion
C hapter 4: Weapon of Mass Consumption: Social Media as Political
A dvertising - Content, Communication & News Creation
This chapter will examine how political< advertising is being used on websites and social media. Whilst social media is broad, for the purposes of this book and political advertising it will be categorised into those that use or incorporate video or dynamic advertisements or those that don't.
There will be< a brief discussion on the emergence and growth in videography and video and image sharing websites, and their importance as a communications tool.
After this there will be analysis and discussion of the 3 distinct sub-categories that are emerging as areas of interest for those interested in political advertising and communications: video applications such as Vimeo,
Facebook, and YouTube; livecasting through Periscope and Facebook, and then the hybrid ways that Facebook, Twitter, Instagram and Snapchat, can be used as for political advertising.
This will be linked to the following section that will take a practitioner focused approach by looking into the relationship between using these types of apps and developing higher levels of engagement, experience and interest in relationships with key stakeholders. It will be proposed that using this type of communication on these types of apps is allowing deeper and stronger
relationships between consumers and political brands. Findings from evidence based research and examples will be used to discuss the practical implicationsfor practitioners and researchers.
? Introduction
? Videography.
? Social media - apps defined (brief)
o Vid apps: YouTube, Vimeo
o Livecasting: Periscope, Facebook.
o Hybrid apps: Facebook, Twitter, Instagram, Snapchat
? It's all about the experience and being on the move: differences
between TV and social media.
o Evidence based research findings.
? Implications
? Conclusion
C hapter 5: Social media's role in relationship building, organising and
m otivating - sharing, engagement & involvement
This chapter will look at how political advertising is moving from just one- directional mass communication as was the case with traditional media to being about two-way communication and relationship building. It is also enabling political organisations and candidates to obtain real-time data and feedback on policies and thus allow a much more market driven approach.
Political adverti
The data created by using political advertising on social media and the internet is also being used and correlated with existing databases to drive deeper insights into voting and consumer behaviour in the political market place, a trend which is assisting minor parties to compete with the larger brands.
The chapter will conclude with a word of caution on the use of social media in these campaigns as seen through recent examples and experiences
engagement on social media does not mean or predict actual voting behaviouron the day, such as seen recently with the Brexit vote and youth voters. As President Obama said at the recent Democratic National Convention, "Don't Boo, Vote".
? Introduction
? Social media - the organiser apps
o NationBuilder, Google, Yahoo, Blogs, Websites?
? Forces for organisation and motivation.
? Integration of big data from social media with campaign data - new frontiers.? Engagement does not mean voting: breaking the myth?
o Brexit, Australia, Europe & the US
? Implications
? Conclusion
C hapter 6: Political advertising - Recent examples
This chapter will focus on how recent advances in political advertising on social media and in user generated content are allowing minor parties and new entrants in political markets the ability to act like start-ups and disrupt
markets.
It will examine some of the more recent evidence and examples of where this has occurred from around the world, both at elections and referendum. There
will be in-depth discussion around so
2016 US elections (Presidential,State and local races),
It will also look at how political advertising using newer applications and methods is allowing for micro parties and cause related brands to drive faster engagement and resonance between voters and their brands, and how this is starting to eat away from the market share and segment ownership of some of the larger brands, especially in duopoly markets.
? Introduction
? Findings from 2016
o US
o UK
o Europe
o Asia-Pacific
o Entrepreneurship & disruption in political marketing: recent pheonema or long time niche players?
o Political advertising adoption, use and strategies by the disruptor brands in political markets
? Implications
? Conclusion
C hapter 7: Political advertising - practitioner lessons for 2017 and beyond
This chapter will provide a brief description on how a practitioner may want to run a political advertising campaign in 2017 and beyond, based on the findings from current research and evidence from practitioners and campaigns.
Whilst not quite a concluding chapter, this chapter will aim to bring together some of the key concepts and lessons from previous chapters to provide a how to style guide for those who wish to run or evaluate political advertising campaigns from around the world.
It will conclude with some lessons from some of the biggest brands in the world, which is never to be afraid with experimenting with your brand and how it communicates and engages with its markets.
? Introduction
? How to run a political advertising campaign in 2016o Market focused, market driven = populist politics
o Start early and engage always
? grassroots policy
? The use of UGC apps
o The Hughes lessons (market driven, market focused, market researched, market experience, market fun)
o Never assume engagement - the fast flowing markets of
2017 and beyond
o Never forget the relationship - the importance of the stakeholder in political advertising campaigns
o Localisation v globalisation/nationalisationo Experience is everything - make it special.
? Market research post-elections
? The Political Experience & Engagement Model (PEEM)
o Don't be afraid to experiment and change your brand to match the market expectations, keep engagement and win elections.
C hapter 8: The future: Directions for researchers and practitioners
This will be a very brief chapter and wrap up the ideas, thoughts and conclusions of the previous chapters to provide future research directions for academics, and future directions for practitioners on how political advertising will continue to evolve.
It will propose some new concep
Although political advertising may start to slow in use in traditional media, the way it has been adopted and used in new and social media indicates that far from its future being dim, it is only getting brighter and brighter.
? Introduction
? Conceptual models
o Actor-to-actor stakeholder model in political marketing
o Brand adoption curve in political marketing
o Brand resonance model in political marketing
o Relationship model in political marketing
? Directions for researchers
? Directions for practitioners
? Conclusion and final words