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 You Tube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.
Зміст
1. Introduction and Outline.- 2. The Relationship between Value Co-Creation, Exchange and Stakeholders.- 3. The Theory and the Practice of Political Advertising.- 4. Weapons of Mass Consumption: Social and Digital Media in Political Campaigns.- 5.Social and Digital Media: Creating, Engaging and Motivating Relationships.- 6. Mobile Political Marketing and Mobile Political Advertising.- 7. Political Advertising: Practitioner Lessons for 2018 and Beyond.- 8. The Future: Directions for Researchers and Practitioners.
Про автора
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.
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