Advertising & Sales Promotion Project

Name Class Roll No Group

MMM Sem IV

MMM Sem IV

MMM Sem IV

‘Marketing is about two things. First, it is a philosophy, an attitude and a perspective. Second, it is a set of activities used to implement that philosophy’. - Crompton & Lamb

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Political Marketing ?

Political marketing is a fundamental part of political life.

Presidents and prime ministers; politicians and parties; government departments and councils all use marketing in their pursuit of political goals.

Market research is used, when deciding on policies and service design, to understand what the people they serve and seek votes from want and need.

Political marketing is a modern and dynamic field that seeks to understand, learn from, comment on and even influence such behavior.

Political marketing also attracts public attention and debate. POLITICAL

MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

The Three – Stage Model

• Step One: Identify consumer demand, feed this back into the product and messaging and refine it accordingly.

• Step Two: Inform the consumers of the changes to the product due to their demands and needs.

• Step Three: Delivery of the refined product which will satisfy the consumer demand better, thus producing incrementally greater profit for the company

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Political Marketing History

• Maurice Duverger identified the emergence of mass party emergence in Europe in the 20th Century.

• Other commentators have predicted its gradual erosion and replacement with a more presidential type of organisation.

• Marketing, labelled as ‘professionalism’, is an important catalyst for party change.

• Many believe 1980s as the decade in which the revolution in campaigning took place.

• The process is concerned with more than the use of tools such as advertising and research.

• Business of political communications work was known as ‘propaganda’, prior to the Second World War.

POLITICAL MARKETING

Advertising & Sales Promotion Project

Political Marketing use

• In Britain the development of modern mass propaganda dates from the Representation of the People Act passed in 1918.

• Gladstone’s stump oratory during the Midlothian campaign of 1880 succeeded in attracting considerable press interest, and thereby helped to cement the relationship between media and political elite[

• Interest in the way leaders communicated to people in the emerging 5 ‘mass society’ was heightened with the onslaught of the propaganda intensive Great War and beginnings of radio broadcasting.

POLITICAL MARKETING

Advertising & Sales Promotion Project

Advent of Political Marketing

• Margaret Thatcher's leadership proved to be a watershed in the development of political marketing in Britain.

• Within four years a revitalised organisation had established a close working relationship with advertising agency Saatchi and Saatchi.

• most famously the ‘Labour Isn't Working’ poster, aimed at further undermining public confidence in a Labour administration already besieged by problems.

• the marketing concept shaped the manifesto and electoral strategy in all three elections under Lady Thatcher's leadership.

POLITICAL MARKETING

Advertising & Sales Promotion Project

Effective Political Marketing

• The narrative is the story behind a candidate – their history, their beliefs, their personality and all of the traits and characteristics that make them worth voting for..

• Crafting a narrative that your voter base can relate to is one of the most important elements of running a political marketing campaign. A good narrative needs to be believable and relevant to the audience whose support you’re campaign for.

• In all political systems the media are not only shaping and influencing the political ‘message’ candidates wish to transmit: their activities are also impacting upon the democratic process more broadly (Street, 2001).

, “The media are not neutral actors and that includes

public service broadcasters.”

Developing a narrative

Social media marketing

• Social media is used by young people.

• Great platform for energizing a voter demographics that’s typically uninterested in mainstream politics.

• Building a Facebook Page for a candidate / party is one of the effective ways. The allows a reach of thousands of voters

• Along with Facebook, the Twitter handle is also been used effectively to get connected.

Negative Campaigning

• Bring attention to the good things your candidate will do, and bring attention to the bad things their competitor will do.

• Negative campaigning focuses on convincing voters not to vote for your candidate’s competitor.

• Targeted towards those likely to vote for your competitor, it can sway these voters into changing their mind and shifting over to your candidate’s side.

• Takes the form of television ads, newspaper columns, political debates and direct marketing.

Direct Mail Marketing

• Brochures, leaflets, short form manifestos and other direct mail documents are all excellent tools for persuading people.

• Direct mail is geographically targeted, it’s an extremely powerful marketing tactic for energizing a voter base .

• Direct mail marketing needs to reinforce the narrative you’ve created around a party, policy or candidate.

• Focuses on your benefits, your strategies for improving the community, and the advantages you and your party can offer over your competitors.

Media and public relations

• Television and radio attract massive audiences.

• Being able to organize radio and TV appearances is one of the most important tasks of any political marketer.

• With the right pitch, the right person, and the right strategy, you can easily earn massive amounts of publicity for your policy, party or candidate.

Aftermaths of Political Marketing

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Delivery of Political Marketing

• The target audience is expecting more.

• The promised benefits should be fulfilled.

• Within a short span of time, after winning, the party should start gaining confidence.

• The target audience can loose the charm, if the delivery is improper.

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Barriers in Delivery

• Existing Government policies

• Existing Laws

• Support from other parties after winning.

• Support from public still loyal to he opponent political party.

• Miscommunication by media.

• Natural calamity

2 Effective Campaigns

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Narendra Modi

• 360 degree marketing campaign.

• Party focused on Narendra Modi as a Prime Ministerial Candidate.

• Portrayal as a strong leader in the campaign.

• Used negative marketing against the Congress.

Barrack Obama

• Excitement generated by his convention speech and his books Dreams from my Father & The Audacity of Hope .

• Additional focus on young voters.

• Matching Clinton and besting Edwards in campaign fundraising throughout 2007.

• Use of Internet

Effective Slogans

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Effective Slogans

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16

Failed Campaign

• Leader focus missing.

• No previous credits with the person to be elected.

• The influence of the persona not powerful.

• Offensive statements aout the rule, even when the government is self-led.

Thank You

POLITICAL MARKETING

Advertising & Sales Promotion ProjectMMM – Sem IV (Group VII)

Batch – 2013-16