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. Front Matter ....Pages i-xiii Introduction and Outline (Andrew Hughes)....Pages 1-6 The Relationship Between Value Co-Creation, Exchange and Stakeholders (Andrew Hughes)....Pages 7-27 The Theory and the Practice of Political Advertising (Andrew Hughes)....Pages 29-60 Weapons of Mass Consumption: Social and Digital Media in Political Campaigns (Andrew Hughes)....Pages 61-78 Social and Digital Media: Creating, Engaging and Motivating Relationships (Andrew Hughes)....Pages 79-90 Mobile Political Marketing and Mobile Political Advertising (Andrew Hughes)....Pages 91-99 Political Advertising: Practitioner Lessons for 2018 and Beyond (Andrew Hughes)....Pages 101-119 The Future: Directions for Researchers and Practitioners (Andrew Hughes)....Pages 121-133 Back Matter ....Pages 135-137