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The Imp
Organisat
Century
Har1
rtance of Market
ons in the Twent
(Word Limit: 3,
By
oon Zia Chaudhry
ng to
First
00)
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Contents
Acknowledgments 5
Abstract/ Executive Summary 6
Introduction (Political Marketing/Propaganda/Product) 6
Methodology 7
Results/Findings 8
Finance (Price) 8 - 9
Targeting/Segmentation/Positioning - (Price/People/Place) 9 - 10
Advertisement - (Promotion/Place) 10 - 13
Negative Campaigning - (Product/Promotion/Process) 13 -16
Conclusions 16 - 18
Future Developments 18
Appendix One: Issues & Advertising Figures
Spending For Both Parties 19
Issues (Voting, Transportation & Trade) 20
Issues (Tort Reform, Taxes, Supreme Court) 21
Issues (Spanish, Social Security, Public Safety) 22
Issues (Prescription Drugs, Other, Nursing Homes) 23
Issues (National Defence, Medicare, Jobs) 24
Issues (Iraq War, International Affairs, Immigration) 25
Issues (Healthcare, Gun Control, Global Warming) 26Issues (Gas/Oil, Energy/Environment, Education) 27
Issues (Vitae Society, Budget, Abortion) 28
Advertisers (Barak Obama, John McCain, DNC) 29
Advertisers (RNC, AFL-CIO, AARP) 30
Advertisers (Afscme, American Issue Project,
American Liberties Coalition) 31
Advertisers (Black Entertainment Television,
BornAliveTruth.org, Brave New PAC) 32Advertisers (Bring Ohio Bank, California Nurses
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association, Campaign Money Watch) 33
Advertisers (Committee For Truth In Politics,
VateVets, Winning Message Action Fund) 34
Advertisers (Common Sense Issues, Defending
of Wild Life, Denver Group) 35
Advertisers (Doug Wormington, Employee FreedomAction Committee, Family Research Council) 36
Advertisers (Foundation of Life, Friends of The Earth,
HealthCare First) 37
Advertisers (Healthcare for America Now, Judicial
Confirmation Network, Let Freedom Ring) 38
Advertisers (Mathew 25 Network, Mayors Against
Illegal Guns, Missouri Right To Life) 39
Advertisers (MoveOn.org, National Pro Life Alliance,
National Republican Trust) 40
Advertisers (National Rifle Association, One Campaign,Our County Deserves Better) 41
Advertisers (Pennsylvania Republican Party,
Ph For America, Planned Parenthood) 42
Advertisers (Power PAC, Progressive Future, Progressive
Media USA) 43
Advertisers (Republican Jewish Coalition,
RightChange.com, S.E.I.U) 44
Advertisers (Strong American Schools, T.Boone Pickens,
Tim DAnnunzio) 45
Advertisers (Trust In Strong Business,TruthChangeHope.org, U.F.C.W) 46
Advertisers (UltraCleanFeuls.com, United Auto Workers,
Vets For Freedom) 47
Explanation of Figures 48
Appendix Two: Party Ideologies
Images of Barack Obama & John McCain 49 - 50
(Votes Gained)
Appendix Three: Marketing Techniques
Logos & Ideology (Policies) 50
Advertisements (Democrats) 52
Advertisements (Republicans) 53
Facebook (Democrats) 54
Facebook (Republicans) 55
Advertising (YouTube) 56
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Appendix Four: Models Applicable
Communication Models:
The Public Engagement Model 57
Obamas Campaign Hub & Spoke Model 57
Awareness, Retention & Acquisition Model 57
Integrated Marketing Communication Model 58
The Marketing Communication System 58
Brand Communication Model 59
Engagement Push/Pull Model 59
Communication Field Model 60(Elements In The Communication Process)
Lee Marshement Model 60
Product Models:
Core, Actual & Augmented Product Model 61
Product Development & Communication Channel 62
Product Life Cycle 63
Boston Matrix 63
Appendix Five: Marketing Mix Models
The Seven Ps 64
The Four/Five Ds Models 64
Bibliography/References 65
Personal Statement 66 67
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Acknowledgements
I am indebted to the following colleagues for their advice, assistance and continual support.
I would like to firstly thank Nicholas. J OShaughnessy for his help with the political aspects
of marketing and his interest in our work, which gave us faith to work hard and make this a
success, and Michael Heller for his continued support during the course and help as this
report could not have been possible without his contributions.
I thank my friends and family, specifically my parent for having faith in me to do well and
achieve, and I believe its their blessing I have come far in success.
Lastly, I would like to thanks the contributions of my group members, for enjoying working
with me as I did, during the presentation as this was the reason I was able to produce this
piece of work so confidently.
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Abstract/Executive Summary
In general the following paper looks to explore methods of marketing used by the Democrat
and Republican Parties, and how these political parties used aspects of marketing in their
campaigns during the 2008 presidential elections to influence the vote. Discussions regarding
the nature of political marketing, how it has redefined political campaigning, and propaganda
strategies used in the campaign will also be identified, analysed and concluded relating them
to the Marketing Mix Model.
Introduction (Political Marketing/Propaganda/Products)
The issues regarding political marketing occasionally referred to as propaganda, have become
heated topics for academic study and political practices worldwide. There
has been serious debate over terminology referred to voters as consumers,
the political systems as markets and policies as products, along with
discussions of promises which require action and delivery of these pledges by governments.
This is the assumed attitude needed for electoral success in gaining votes and attaining
political office in a highly volatile, unpredictable and fluid market.
American Political Marketing tends to be dominated by two main
parties, Republicans (1854) and Democrats (1828 Modern, 1792
Historic), which stand a chance of winning political office. Others
which participate are Libertarian Party (1971), Constitution Party
(1992), and Green Party (1996). The brand is constructed of
aspects from the presidential candidate, party stance, party logo,
and presidential logo. The candidate is seen as the embodiment of party values.
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Modern political advertising is exercised through a variety of communications, such as
television, radio, direct mail, with the recent emergence of internet marketing ultimately
becoming centre of propaganda for political campaigns. As advanced marketing techniques
are introduced, the money spent on these techniques also increases. It has been argued
continually, that these high costs are a result of high investments in television advertising,
initially comprising as the most significant aspect of political campaigning expenditure.
Research suggests that success of political campaigning in the United States lies in
propaganda advertisements; hence the wealth of candidates and parties must reflect levels of
campaigning desired.
The importance of swing votes, swing states and late decider votes should not be excluded,
(Lock and Harris, 1996; Young, 2002), and is crucial these groups are targeted and
propaganda is tailored towards them.
Methodology
Research was conducted on marketing activities for both Republicans and Democrats.
Limited access was granted to internal documentation, databases and research for these
parties, with further information obtained through interviews and meetings with political
marketing experts on issues regarding the level of accountability and practice of a range of
commercial and political marketing. Research was also obtained on attitudes towards
marketing techniques and potential gaps or barriers perceived to be present in their
application.
As preliminary forms of research these required careful analysis. I sought clarification on the
information available at private disposal regarding marketing decisions and performance
reviews as aspects of political propaganda.
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Results/Findings
Both Democrats and Republicans claimed to have exerted campaign metrics to some
extent/form. It was expressed that tracking progress of activities, improved efficiency and
effectiveness of not just the election campaign, but the permanent campaign. Marketing
efficiency was considered priority for both parties, as errors could give the opposition an
advantage.
The findings were broad where each segment of research was analysed and presented
separately, due to the vast amount of information collected.
Finance (Price)
Figures for the presidential election illustrate both candidates differed
significantly in the capacity of financial resources available. Barack
Obama (Democrat) alone spent $600 million on 35 advertisements; where
John McCain (Republican) raised $300 million, also broadcasting 35 advertisements. Obama
raising more money than McCain in funding enjoyed a much relaxed financial budget
allowing effective communication and accomplishing a successful campaign, hence McCain
lacked the aptitude to give Obama a competitive run for presidency.
Broadcasting Televisions adverts alone accounted for $450 million combined. Obama spent
$235,974,838 on broadcasting adverts, in contrast to $125,530,148 by McCain. Obamas
figures for the National Market Area registered $21,233,614 and Cable Market Area
$9,863,054. McCain again deprived the ease of spending, with National Market Area
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accounting for $11,265,243 and Cable Market Area $3,961,876. The figures illustrate vast
divergence in budgets, as it was clear finance used to colossal extent in marketing affected
ways in which communication significantly impacted on information propagated regarding
candidates.
Targeting/Segmentation/Positioning (Price/People/Place)
In political marketing and marketing in general, targeting
needs to be carefully considered as mistakes prove to be
very fatal to a campaign. It was carefully measured when
distributing advertising literature to whom it should be distributed, including specific states
and precise groups, who were heavily targeted for advertisements, but at the same time, other
states received little, if not any campaign advertising at all.
The States targeted were categorized Blue and Red states, referring Blue to Democrat
states and Red to Republican states. Obama targeted states such as Florida and California,
which accommodated supporters of the Democratic Party, consisting of Hispanics and
African Americans. The audience of these states traditionally voted Democrat due to the
appeal of their policies prioritizing issues of Healthcare, Jobs and Taxes, favouring the
working class. This was the stances the Democratic Party exploited.
The Republicans were favoured more in southern states, consisting of mainly white Christian
conservatives, who tended to historically vote Republican religiously. This was due to
policies which appealed to higher classes prioritizing Gas/Oil, Energy/Environment and
Budget. It still proves controversial why majority of middle working class white conservative
communities continue to vote Republican where they exercised limited propaganda. This is
due to the bequest of the southern civil war and slavery holding significant influence in
southern states.
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Florida and Virginia were focal concern for both parties, as these were considered swing
states, occupying the votes which could tilt the election in favour of one or the other party.
Most campaign efforts were positioned in direction of these two states which required firm
targeting to influence the vote. Chicago was strongly targeted, more by the Democrats than
Republicans, for reasons of gaining valuable swing votes. It was proclaimed worthless
targeting such states prior to campaigning, if nothing was expected to be gained from their
vote banks.
The easiest targets were candidate home states, which for Obama was Illinois and McCain
Arizona. These also heavily targeted are historically almost always won by home candidates.
The notion Get Out The Vote played a huge role accumulating votes. This is when political
parties campaign to motivate voters to go out and vote on Election Day. This was targeted at
the youth by Obama, where he cleverly associated himself As The Candidate of The
Young, relating himself to the younger generation. The turnout of younger, traditionally
none voting groups was recorded in higher frequencies as a result.
The key in getting the vote out was to be as personal as possible. Chicago was regarded as a
Big Political Machine used by Obama as a key state to physically, get the vote out and
increase local participation through personal selling.
Advertisement (Promotion/Place)
Advertisements are core for lucrative political
campaigning. As mentioned earlier, the largest fraction of
budget was entitled to advertising candidates. Both
parties spent vast amounts of capital advertising, but it was the methods used which gave one
substantial advantage over the other.
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Obama advertised more effectively then
McCain, due to a larger budget, but also
distinguished himself from his opponents by
using more modern forms of promotion. This
included the elevated use of the internet, where
networks like Facebook, YouTube and Twitter along others proved very effective in
mobilising vote. Obama further marketed through the use of 21st Century Campaign, which
was how Democrats referred to the agitation.
The cost of political advertising demonstrated the ability to reach phenomenal levels, where
$600 million alone was spent by Obama and half that amount spent by McCain, UK
elections, where far less capital is involved with fewer advertisements produced.
Advertisements also appeared during programmes, lasting between 30 60 seconds, where
candidates boasted the perfect personality to hold office and mentioned a brief explanation of
their policies, again exercised in the UK, but not to the same extent as in the US.
Both parties applied use of commercial media in their campaigns, more in the case of Obama
then McCain. The campaigns also used several other forms of communication, such as
propaganda literature, which was heavily used by both
parties. This was paired with targeting where literature
distributed to explicit states deemed strategically
significant, contrasted to others deemed insignificant
receiving limited or no propaganda literature.
Locations where Obama heavily distributed literature were Florida, California and the swing
states where mobilisation was crucial.
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Other forms of literature unspecified by the media having been employed included leaflets
showing lies and false statements regarding Obama by
Republicans, and Obamas reply to criticisms. Hand
written postcards distributed through the mail along with
latter forms of literature expressed party commitment.
Florida also received obscured racially orientated propaganda which again was unstated by
the media.
Personalised telephone calls to key state residence aimed at influencing views on the vote,
along with personalised web adverts electronically, which presented viewers names
incorporated in commercials entitled Obama & You.
Understanding the context of advertisements for political marketing is of huge significance,
as all types of organisations contributed to marketing for candidates. American companies
contributed immensely lobbying pressure groups, with numerous associates forming
independent 30 60 second adverts which were broadcasted.
One example would be an anti sanitarian advert showing the
head of a moose on the wall suddenly begins convincing the
audience not to vote Republican, because its the reason it was
shot and hung as a celebration trophy (MoveOn.org). A similar
one on a website, where clicking different pieces of furniture unfolded scary aspects, for
example clicking the door, a Bambi dear appeared and suddenly was shot (Jibjab.com). These
adverts conveyed cultural and social contexts proving effective inducing voters. Saturday
night programmes also hosted numerous events where politics befell centre of discussion.
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McCains campaign advertisements were influential, but with a
different approach. There was one video produced by an army
corporal on YouTube propagating McCain, witnessing 11
million hits. This expressed ease for ordinary visible individuals
to influence the campaign by such simple means as YouTube.
These events act contextually and not as formal facets of electoral campaigning yet were
significant in marketing party brand and candidate standing.
The music industry contributed where Will I Am sang along to the words of one of
Obamas Speeches. This was effective in rallying youth support for Obama influenced by
music. These again were just contributions, not part of the formal campaign.
Moreover advertisements were targeted at the youth in more psychological routines. There
were adverts where the youth were persuaded to convince their parents to vote Democrat.
This innovative technique used children to get adults to turn in the vote. This was aiming
propaganda at groups which hardly voted at all, individuals who were in their early 20s, or
attending college. This as mentioned before, resulted in high turnovers of their votes as
Obamas campaign took keen interest and directed advertisements towards them through
means of technology as Facebook, YouTube, Twitter, etc.
Negative Campaigning (Product/Promotion/Process)
Negative campaigns play a major role in American politics. It has been the
basis of American political marketing for the past 30 years, where
candidates are attacked by their oppositions in order to hinder support. In
recent years parties exerted this extensively; startlingly this campaign saw more from
Republicans and far less from Democrats.
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McCain concentrated more on negative campaigning, where Obama avoided these tactics.
Nonetheless Obama maintained defensive, rapidly responding to ways in which Republicans
criticised his position. It is absolutely critical in politics to respond to criticisms if support is
not to be dented. It was important for both candidates to be aware of what the opposition was
saying regarding their status, and be able to deliver cut-throat responses preventing their
positions being compromised.
Negative propaganda is regarded as the most detrimental form of attack in terms of political
marketing and promotion. Obama was attacked several times on his heritage and education in
order to link him to terrorists. Accusations that Obama was educated in a Madrasa were
perceived lies as he received schooling in Jakarta Indonesia, and Madrasa was just the Arabic
term for school. This was a deliberate misrepresentation to link Obama to terrorism and
jeopardise support. This was also the case with the Weathermen, a left-wing terrorist
organisation as one of their members sat on a committee with Obama in Chicago. This was
because they were influential figures in Chicago, and was again an attempt to link Obama to
terrorist affiliations.
Obama was also attacked with religious rumours claiming he was Muslim, which contributed
to the negative strategy wielded by the Republicans.
The Republicans were responsible for their own negative campaigning turbulence,
experiencing popularity gradually vanish over the campaigning period. The fact that McCain
was not bred Republican suggested he shared much of Obamas Democratic ideology,
presenting exertion in distinguishing his principles from stance as Republican.
Quoted when women in the legislature cited criticism of Obama, McCain replied, No Mam,
hes a good American family man with who I happen to have some political disagreements.
McCain could not be perceived immoderate, but clearly fought a more negative campaign.
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McCains following mistake was appointing Sarah Palin, who rapidly established herself as
typhoid Mary, lacking knowledge, referring to Africa as a country and assuming foreign
policy was important as Alaska paralleled Russia.
Obama was targeted when affiliations to Past to Right statements flamed debate. Statements
following 9/11 quoted, 9/11 was the sight of chickens coming home to roost considered
interesting, but not something to be affiliated with when dealing politically.
Statements were flared again, quoting, Not God Bless America, God Damn America
subjugated by the Republicans to gain an advantage over Obama, and continued showing
these statements as people forgot or undermined its importance. These were released into the
press where Obamas affiliation with such figures brought about a negative image, and was
not helped by statements from the first lady suggesting she felt proud to be American for the
first time.
The most significant tactic used by the Republicans out of desperation, was embracing Joe
the plumber, who asked Obama at a rally whether he will raise taxes, expressing how difficult
it was for manual skilled workers in the US. The Republicans adopted this as their campaign,
where an advert based on the scene from Spartacus (1960) where the Romans nailed the
slaves demanding Who is Spartacus?, and they replied I am Spartacus one after the other,
renovated Joe the plumber resembling Spartacus.
Eventually, it backfired as Joe the plumber was not a qualified skilled worker, and when he
was summoned at the rally, he was not present.
Many of these events mentioned are what gate crash campaigns if situations are not
responded to.
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Conclusions
This campaign has redefined political campaigning for all time, not just traditional methods,
but newer technologies and media used for advertising. The script of advanced marketing by
the Democrats, has rewritten the methods used by such figures as Hitler, where propaganda
exerted through, films, movies and literature commanded superiority.
For example in 2004, the concept of websites labelled Little Big Footballs, which proposed
casting doubts on Democrats were of particular importance. There were counter issues raised
about the missed year from the air force by George Bush, for which time he was receiving
alcohol treatment. This was circulated on websites titled Football and Others, and later fed
into the media appearing on football shows.
Moving towards a conclusion, Obamas campaign was better financed and better organised
compared to McCains. It concentrated less on negative approach, in contrast to McCain who
used several coded references and subtexts to attack Obama. The general idea behind
extensive negative campaigning was to desperately create the notion of something very
unwholesome about Obama.
Negativity is observed as the main stance of American politics for the past 30 years. Obama
utilized this, but not to the same extent as McCain, and certainly not the same quantity where
hard hitting attacks in advertisements were used as negative strategy. It was observed that
colour influenced the campaign quiet significantly, and hype of First African American
President, gave rise to Obamas popularity.
The negative aspects of political marketing suggest in the very beginning situations that
emerge to be very fluid compared to consumer marketing, which may suffer ups and downs,
but negotiates free from external events which potentially gate crash whole campaigns, as it
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occurs in political marketing. An example is the Past to Right issue which later outlined
Obama a different generation to Past to Right.
Obama was quick responding to criticisms, in contrast to when Swift Boat Veterans accused
John Kerry of lying to get his medals, which was a fabrication as he obtained his medals in a
heroic way. He squandered his advantage when failing to respond to criticisms made against
him. As these accusations are administered by marketing professionals, it was important for
Obama to establish these rapid responses as a frequent element of his campaign.
Kerry was damaged further by doctored photographs with James Konda. Nixon also suffered
negative propaganda facing claims of an illigemate child involving a mistress. The Mama
wheres my pa, gone to the white house advert was to hinder his support during the 19th
Century.
Obama on the other hand managed to campaign without losing his dignity, whereas Hilary
lost hers in the primaries. This is important when running for the US presidency. Obama was
clever not falling into such traps as its difficult not to when opposition come in aggressively
with negative propaganda.
A problem Obama faced in gaining support was not race, but intellect, as Americans
experienced difficulty imagining a pat on the back getting drunk with him, but imagined
having an elevated conversation instead. This transpired the success enjoyed by George Bush,
as he mounted the image well passing the beer test.
The Candidates have always represented the British Isles which again were used forms of
negative campaigning. Rudy Giuliani and J F Kennedy dealing with their Catholic decent
exemplify this aspect. Kenya being part of the British Empire and Obama born in Hawaii, yet
shielded his decent in the campaign, which previously mentioned was attacked frequently.
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Future Developments
American culture accessing past campaigns has undergone an evolution, speculating Obama
in childrens books portraying him an American Hero. He is set targets that seem
potentially beyond the capabilities of anyone, which worries supporters.
The revolution can identify the inauguration of an African American president as the
beginning of the end of racial differences portrayed by the slave legacy. Media has also
developed as modern propaganda exercised via the internet was prominently employed.
It brings attention to Obama lacking historical experience of being black in America and will
struggle understanding black communities contrasting Kenyan tribes. Similarly worth
reflecting upon is generational conflict of the 1960s withheld by Bush Senior, Kerry,
Kennedy and Clinton which Obama lacks in very raw form. Obama considered as pre 60s,
rejects war ideology, which may prove a fresher beginning not influenced by Civil war,
where Clinton represented the 60s generation more significantly.
It was stated, Colin Powel was considered capable for first African American president, but
his wifes fear of assassination which never lead to his appointment.
Lastly, Republicans and their ability to create false consciousness among the American white
working class is credible, where they offer them no benefits, such as free healthcare, taxation,
wages or big increases in funded communities, yet they still vote Republican. This can credit
Nixons southern strategy of the 1960s, where Democrats adapted civil rights leaving
Republicans alienated. Reagans 1980s Blue Woo also advertised mobilisation of
Republican votes among manual working class, and white conservatives who voted for
McCain. As years render, astonishingly there remains a parallel among states voting
Republican and the confederates of the civil war.
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Appendix One: Issues & Advertising Figures
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The statistics presented demonstrate the level of finance used not only by the political parties,
but also the pressure groups and several participating businesses, which spent vast portions of
wealth and capital supporting their candidates.
Not all diagrams are useful in suggesting the fiscal nature of campaigning, but instead
suggest the level of activity that took place internally which is not transparent unless looked
into deeply.
The tables show how many advertisers were present when campaigning, and how well each
issue was campaigned. For example the democrats campaigned more in policies which
appealed to their target market, such as Hispanics, Black communities and minority groups,
where the Republicans campaigned more for policies which appealed to more to higher
classes and white conservatives.
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Appen
Barack Obama (De
Party Candida
The map above shows the voting
and by whom they were won. It is
won more votes along the coastal
are located; McCain won his vote
where the population consist
conservatives, who have traditiona
49
ix Two: Party Ideologi
mocrat
e)
John McCain (Re
Party Candid
elegates won in each state,
illustrated here that Obama
ines where minority groups
among the Southern states,
more white Christian
lly voted Democrat.
Abov
of
presi
candi
camp
electi
we
Oba
US p
the
JohnRepu
es
publican
ate)
e are the images
the two
ential
ates which
igned in the
n. On the left
have Barack
a, the current
esident, and on
ight we have
McCain thelican.
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Democratic Pa
Logo
The logo for the Democrat part
when a cartoon titled A Modern B
Ass" depicting a live jackass kicki
when the affiliation with this
Although, the party has never ado
but continues to it in order to identi
Illustrated above are ideologies that
the ideology followed by the Repu
view and only 4% actually share the
are categorised unsure. On the left
liberal view, but there is also a large
that the future may see conservative
far from the majority held by the lib
50
Ideology
rty Republica
Log
was formed
alaam and his
ng a lion was
logo began.
ted the logo,
y themselves.
The logo for the Republic
primarily the elephant, but wa
was scrutinised for being simil
rooster. The elephant was ad
logo of the brand which leads t
Bush winning majority vote in
relate to both the Democrat and Republican Pa
licans where the majority (61%) of the party f
ideology of loose constructionist. In the middle
is the diagram suggesting the majority of De
proportion which follows the Conservative vie
groups grow among the Democrats as they hold
rals.
On the left is a graph illustr
which tend to dominate th
and what is considered whe
in order to gain support in
These are also ideologies w
when presented as the party
to the electorate. These c
marketing when the right
relating it to the party for
vote in their favour.
Party
an Party was not
s eagle, which later
ar to the Democrats
pted as the official
o such candidates as
lections.
rties. On the right is
llow a conservative
re other people who
ocrats following a
. It can be predicted
a strong portion, not
ating the ideologies
marketing agenda
marketing policies
electoral campaign.
hich bring in votes
anifesto publically
ntribute greatly in
issue is promoted
hich people would
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Appendix Three: Marketing Techniques
On the left is a sequence of images
which were adopted as the
Republicans aimed to influence
not just their traditional market of
white southern Christians, but also
people of ethnic minorities, where
the use of such symbols as the
Islamic moon and star, and
Egyptian sign for the sun god Ra
were adopted. Social symbols such
as a Champaign class and sporty
images such as a parachute were
also used, also in among the
images illustrated on the left.
These on the right are logos and
images of other parties which
campaigned during the election,
but held a less of a chance of
actually influencing the
electorate due to reduced
budgets, and also the reputationof the main two parties which
have traditionally consummated
the attention of the media and
public eyes.
On the right are the developments of the presidential seal, including the one which Barack Obama
has designed for his specific office in reign. This is one aspect of what compromises as the brand
of the party, and also as the brand of the candidate when and if they win the election.
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Democrat Advertisements
As there were a number of advertisements used during the campaign, above are a few which influenced the
votes highly for the Democrat Party. As mentioned in the report there was one with the moose which begins
talking and convincing the audience to vote Democrat as voting for the Republican was the reason he was shot
and hung on the wall.
Above are others which were used as forms of negative campaigning as well as to improve the chances of
Obama winning and influence the vote.
There were many more adverts, but for those to be included, it would require an appendix alone just
documenting these advertisements.
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Republican Advertisements
The Republicans also used advertisements aiming to influence the vote. On the bottom left is the advert
mentioned in the report where McCain used an army corporal to advertise and propagate himself on YouTube.
Most of these adverts were made by ordinary visible individuals with no ties to broadcasters, yet still managed
to influence the vote with such simple means as YouTube.
The Republicans used negative campaigning to a much elevated extent where they criticised Obama and also
criticised his partners and associates, linking him with an image where negativity blurred the audiences view.
Lastly there were also adverts where Joe the plumber was incorporated and this is also located above the advert
of the soldier, titled Voter Alert
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Democrat Facebook
Here above are two images of the campaigning exerted by the Democrats on Facebook. This was aimed at the
youth who were surveyed to have frequently used this site to interact with friends and family as well as
socialising by joining groups and adding applications. The first image shows only one of several groups
published on Facebook promoting Obama and how his personality fits the perfect presidential candidate.
The second images below, is showing the several other groups which produced results when searching for
Democrats on Facebook. Again this expresses the extent to which the party as well as Obama were advertised
and targeted at the youth and what influenced the younger generation to vote.
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Republican Facebook
Above are images illustrating how the Republicans rallied support, also targeting the young, but lacking the
personality to relate to the younger generation. These groups were also less professionally published and also
lacked the expert marketing concepts which the Democrat groups on the network presented.
Lastly, these groups were also low in quality as these were created by less professional individuals and by
people who just supported them and lacked marketing knowledge, as what to market, and how to target certain
groups.
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YouTube Advertising
Due to the vast number of advertisements available on YouTube, it was not possible to add them all to this
appendix, but just looking at the front page alone suggests the impact of the elections promoted. This was again
a strategy used to influence the users to search for videos on the parties and the election which would allow
propaganda to be viewed and influence the vote.
Again all aspects of marketing mentioned in this section and the previous sections all were due to the need for
influence the vote widely and to guarantee as many votes as possible.
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Appendix Four: Models Applicable
Communication Models
The Public Engagement Model:
Sphere for Cross Influence.
This model illustrates different
levels of communication which
are used to inform the public of
the product or service being
marketed. This was similar to
what the Obama campaign used
to get their messages and theirpolicies out to influence the vote.
Below is one which resembles
more closely to what Obama
focused on.
Obama Campaigns Hub & Spoke
Model.
This model illustrates what can be
deemed the main forms of
communications which Obama used.
These include the use of more modern
forms of advertisement and influence
through YouTube, MySpace,
Facebook, and many more specific
ones indicated in the model. It also
shows that the model has aspects
which were designed to influence
certain states, and some to obtain
votes from specific groups, as
ro a anda for each state differed.
Awareness, Retention & Acquisition
This model expresses the different types of Awareness
techniques that were used during the campaign, narrowing
down to how specific these methods were. It also outlined the
ways Retentionthrough newsletters and other publications and
Acquisitions through the use of prospecting, direct mail and
promises were exercised
These methods as the model suggests were all designed and
exercised around the customer, in this case the electorate who
were the ones that determined the success of the party andcandidate by voting in their favour, so the importance of this
was outlined clearl .
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The Marketing Communication System: This model suggests that marketing is not just internal but is
also external is a two way process, as mentioned above.
Awareness
Knowledge
Linking
Preference
Conviction
Purchase
Integrated Marketing Communication
Model: The models on this page are both
interlinked. The model illustrated on the left
suggests that there is a certain path that the
media looks to influence the consumer topurchase the product, starting from the
Awareness stage make the consumer
knowledgeable about the product, following
an establishment of relationships between the
consumer and the product. This is followed
by creating a sense of preference and then
conviction ultimately leading to the purchase
stage.
The model below is much more complicated,
where the roles of a company and how it
markets can be more than just a one way
system. The public or consumers to whom it
is marketed at can also be part of the
promotion where they send feedback to the
companies where possible improvements or
suggestions are outlined for the products they
are promoting.
These two are interlinked in the sense that
they suggest different ways in whichorganisations use marketing both in a one
way and two way process.
Awareness Advertising
Knowledge Public Relations/Personal Selling/Sales
Linking Direct Marketing/Personal Selling/Public Relations
Preference Direct Marketing/Personal Selling/Public Relations
Conviction Sales/Direct Marketing
Purchase Sales Promotion
This blue box links the different forms of
promotion to the objectives in the diagram as
there are specific forms of promotion which
are used to achieve the communication
indicated in the diagram. Public relations also
involves Corporate Social Responsibility and
celebrity endorsements as its concerned with
the reputation rather than selling the product.
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Brand Communication
The brand for an organisation is
also communicated as the diagram
on the left suggests. It was clear in
the campaign that the Democrats
used this to some extent especially
when Obama linked himself to the
youth and this is where the image
of the brand in relation to Obama
was perceived younger to their
competitors. The levels of brand
development where the brand is
identified and communicated
through such means as advertising
and word of mouth promotion and
perceptions contribute to the brand
identity and how it is influences
the opinions of the electorate.
Engagement Model
The model on the right is relevant
in the sense that a number of these
engagements were used in the
campaign, but some again were
used for different purposes. Forexample negative campaigning was
exerted in order to influence the
vote and create a pulling
mechanism where the electorate
would look to vote for the more
positive party, hence their own
position is made better, where as
publications and other forms of
literature were used as pushing
mechanism to effectively influencethe votes, but in the sense that
consumers were communicated the
message required in a raw form.
This was important in order to provide the audience and electorate the right information and the right
interpretation of the policies and the stance that the candidate represents. This was less effectively
exercised by the Republicans as they continued to jeopardise their position with reports which seemed
vague and untrue, desperately trying to gather some attention. The same was the case with Hilary Clinton
in the primaries where she attacked Obama with the same flaws leading to her demise from the campaign.
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Communication Field (Elements In The Communication Process)
The above is effective in suggesting that messages being sent out need to be encoded in a way which willmake sense to the customer, who ultimately is the decoder. The main source which is used to exert this is
the media, including the use of modern technology such as YouTube and the internet. It also suggests that
the misinterpretation of messages by the decoder might lead to a different response being generated, and
not the response expected.
This was mentioned in the report where the Republican candidate naively responded to the women in the
legislature when criticisms were made about Obama. This was perceived by the media where McCain was
seen as a liberal and not immoderate.
The other example was where Joe the plumber was used and the mistakes that occurred were what shaped
the view of the public towards the Republicans as desperate and unorganised.
Lastly, Obama also suffered this communication failure, even with a more organised campaign, such
statements as God Damn America mentioned in the report contributed to what was a negative strategy by
the Republicans in forming a notion of unwholesomeness about Obama. There were all due to the models
receiver and sender fields not being identified and realised before adverts were designed and implemented.
Lee Marshment Model: Theone on the right is
the Lee Marshment model which was designed
for political parties and thier marketing
activities in the UK. This model is an extension
of the marketing process and illustrates politicalmarketing for three different types of political
parties. The Product Orientated Party (POP)
tends to follow their values and ideas and is the
type of party that would argue that their way of
thinking is correct.This was how the Democrat
party use to behave before the 1988 election
where George H. W. Bush (from the Republican
party) won. Due to this loss, they decided to
change their policies and they became known as
the NewDemocrats with Bill Clinton as theirpresidential candidate.
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Product Models
Core, Actual & Augmented Product: A product sold was easily distinguished where one was better
than the other, and there was ease in telling what would be the best choice. In the modern era there
has been a huge rise in competition, where not just the product itself, but what comes with it in the
package is deemed to be of interest. For example companies give free appliances and free
subscriptions to services when a product is bought; this is to distinguish between then the competitors
and themselves. In terms of the Democrat Party, these could be seen in the form of policies where the
core product is the candidate and brand of the party, the Actual Product, is the policies and
promises they make, and the Augmented Product is the accountability for the second term, and
whether the will win the election second time round or not.
Actual
Product
Augmented
Product
Core
Product
The Sales Orientated Party (SOP) follows the POP in the sense that it will not change its
behaviour/products to suit what customers actually want and focuses on making the people desire what
they offer. They conduct market research to observe which segments of the market favour and support
their proposals and then decide how best to communicate with them. The Market Orientated Parties
gathers market intelligence on voters demands, wants and needs. The democrat party began exercising as
an MOP since the emergence of the New Democrats and observed the publics wish to see change. Bylistening to their market, they successfully inaugurated Obama as president of the United States.They may
again look to scan their environment to outline whether their product needs adjustment before releasing it
into the market. Once this is completed, the communication stage begins. Political parties do not tend to
admit how much they rely on market intelligence such as focus groups. Also, as this model was
developed mainly for UK political parties and may not be completely relevant to the Democrat party, the
validity of this model can be questioned.
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Product Development & Communication Channels
Above is a model illustrating how the product should go through stages before it is marketed to the fullest extent.
Below is a model linking the product to the communication channels mentioned earlier in the communication
section of the appendix where there is a set path which needs to be followed to make sure the product, or
information in this case is communicated effectively and in the best possible means.
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Product Life Cycle (Above)
Questioning the relevance of this model in regards to other products, the product life cycle tends to follow the
stages in a products life where it faces challenges and ultimately dies out, if not bounces back into the market
with some genius marketing strategy. Policies tend to have similar nature, where 10 years ago, national security
was not the main issue in the world, but after 9/11 this became top priority. The same can be said about security
of the job market and the banks due to the current credit crunch. This product life cycle can also be applied to
political parties as their policies also dies out if not needed, but are easier to bring in when such issues come
about in when called for.
Boston Matrix (Below)
Below is the Boston Matrix model, which again can apply to political parties as policies regarding the credit
crunch and education may be outlined as stars, where policies resembling the likes of equal opportunities would
be question marks. The main policies that might influence temporarily could be regarding the economy and the
war on terror but the main cash cows were policies where the Iraq war was mentioned and bringing the soldiers
home was expressed as a high priority. The closing down of Guantanamo Bay might be characterised as a dog as
this ha people questioning whether the right choice has been made, and whether it will actually happened as
informed by next year.
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Appendix Five: Marketing Mix Models
Bi
Marketing Mix (7 Ps)
The essence of marketing lies in the
marketing mix, where the main tools of
marketing are established and outlined,
firstly the Product, are the tangible or
intangible feature like the policies for the
Democrat party, or Barack Obama
himself as the candidate. Secondly the
Place, is where the marketing is targeted
at, in relation to the target market, for
example here is would be the states that
receive campaigning and the groups of
people being targeted. Thirdly the price at
which the items or services are sold for, in
this case, the price doesnt apply as there
is nothing the electorate pay for except for
trusting the party for the promises made.
Four is the promotion, and what forms of advertising or literature would be used to inform and market the
about product, in this case, many modern forms such as YouTube, and Facebook were used extensively with
heavy literature and advertisement carried out. Five is People who are the stakeholders of the organisation such
as the people, employees in this case the electorate, the members of the party and cabinet and the organisations
which advertised on behalf of the candidate. Sixth is the Process and how the services are consumed. Seven
illustrates the Environment and how it is suited, for example in this case each state was unique if not very
different to each other in environment and each one was a roached differentl .
The 5/4 Ds
The two models here are the 5 Ds which are also used
in marketing similar to the 7 Ps. Discover what the
product is, Deliver it appropriately to the market, Define
and propagate it effectively, Design the best way to
advertise and market it, and Develop it further to meet
future marketing needs. All these are similar to the 7Ps
explained above and how they were used according to
the Democratic Party.
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bliography/References
Books
Marketing Oxford University Press, By Paul Baines, Chris Fill & Kelly Page. (2008)
Politics And Propaganda Weapons of Mass Seduction, By Nicholas Jackson
OShaughnessy. (2004)
Persuasion In Advertising - By John OShaughnessy. (2004)
The Ideas of Political Marketing - By Nicholas Jackson OShaughnessy. (2002)
The Marketing Power of Emotion By Nicholas Jackson OShaughnessy & John
O'Shaughnessy. (2003 & 2006)
Journals & Articles
Generic Functions of Political Marketing Management By Stephen C.M Henneberg.
University of Bath.
Journal of Political Marketing Routledge Publisher (Electronic)
Websites
http://www.guardian.co.uk/politics/2008/mar/31/media.labo ur1
http://www.marketingprofs.com/8/political-marketing-techniques-power-camp aigns-
fleming.asp
http://blogs.harvardbusiness.org/quelch/2008/01/how_political_marketing_can_l e.html
http://findarticles.com/p/articles/mi_hb3586/is_199407/ai_n8536 587
http://bx.businessweek.com/political-marketing/n ews
http://www.nytimes.com/
Other Influences
A 30 Minute Meeting with Nicholas J OShaughnessy where he explored the ways in which
political parties in the US, function, their history and how they tend to market, how when and
who.
http://www.guardian.co.uk/politics/2008/mar/31/media.labour1http://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://blogs.harvardbusiness.org/quelch/2008/01/how_political_marketing_can_le.htmlhttp://findarticles.com/p/articles/mi_hb3586/is_199407/ai_n8536587http://bx.businessweek.com/political-marketing/newshttp://www.nytimes.com/http://www.nytimes.com/http://bx.businessweek.com/political-marketing/newshttp://findarticles.com/p/articles/mi_hb3586/is_199407/ai_n8536587http://blogs.harvardbusiness.org/quelch/2008/01/how_political_marketing_can_le.htmlhttp://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://www.guardian.co.uk/politics/2008/mar/31/media.labour18/23/2019 Marketing Report Completed
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Personal Statement
Marketing applied to me in the sense that I considered it the most important department in a
business. It presented as understanding that marketing is significant whether in a large,
medium or small business of any type adopted it, including such institutions as political
parties/organisations. This challenged my theoretical and creative skills where the need for
psychological tactics, advertising campaigns, designing methods and implementation all
contributed to how marketing works.
I was given opportunities to study the way such businesses and not for profit organisations
used marketing in different ways including the importance of communication in marketing
and the mistakes that occur during application. Targeting, Branding and different forms of
product orientations provided me with knowledge required to write up the report, and
produce a good presentation and also to relate it to the future which for me lies in Marketing.
I believe my presentation covered all aspects of marketing which were applicable to the
organisation chosen. I spoke well during the presentation, but would have preferred to have
run through it a number of times to further develop the use of language. The presentation
itself could also have been more entertaining and informative, as it did lack such
characteristics. The organisational aspects also lacked professionalism, and could also be
improved. My opinion suggests regardless of how good a piece of work theres always room
for improvement.
The positive issues regarding the course are that it provided essential presentation skills
which would prove useful when similar work assigned in the future. I also enjoyed the way
Michael Heller delivered his lectures, which proved knowledgeable, entertaining as well as
effectively presenting the main points of his lesson plan.
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In practical terms, I enjoyed taking part in group discussions and presentations allowing
practice and development of my confidence, feeling less alienated.
I would still prefer an extension to the word limit, as the current one lacks the nature allowing
a write-up of a good report presenting the marketing knowledge and relating it effectively to
organisations.
Critical views applying not just to marketing, but every other unit studied as part of the
course, suggest the fact that although theory and knowledge proves useful in completing
assignments and exams, but in practice might prove irrelevant when applying them to real
world situations as the courses lack practical aspects where experience could be gained to
develop a business attitude with relevant skills required.