Saturday, March 16, 2019

Political Party Marketing - Understanding the Needs and Desires of People



Management of Political Party Article  Series


Benefit of Political Marketing Campaigns during Elections


Political Marketing Campaign can create Want for a Political Party and Its Manifesto.

But in cannot create need for the political party and its manifesto.

Marketing efforts convert the existing need in the people into want for the product or brand a firm is offering. But marketers cannot create need for a company product. Unless people have a need for the issues promised through the manifesto, marketing campaigns by strategists will not yield results.

Importance of Desires and Needs of People


Political parties in a democracy exist to reflect the desires and needs of people. An individual or group of persons should try to form a political party only when they have the intention to represent the people in the legislature and administrative wings of a state.

Before the party is formed as well as when the party is in power, political party has to carry out marketing. It has to know what people want and desire.

In a democracy, wherein political parties are not adequately connected to people, there will be frustration among people. There will be agitation to change the system whenever majority of the people feel frustrated with the system.

Every political party member is to be entrusted the work of meeting around 50 persons every year to know people, keep the channels of contact open and ascertain the desires and needs of people. Print based newspapers and periodicals were available and were used to some extent by political parties.

Information technology based systems now can be put in place to leverage the basic personal contact established by primary members of the party.

Political Parties and the Internet: Net Gain
The web sites of political parties can be used to ascertain the popular opinion on various issues. Various TV channels are employing this method. But are political parties employing the technique? Each and every politician needs to put up a voting facility  on his website for his constituency people for each piece of legislation on which he has to vote in the legislature. He has to ascertain first desire of his people and if there is a marginal difference he may call for a public meeting to explain his reasoning. But if a overwhelming majority gives an opinion, he has to honor the opinion even if he is personally against it.

Can visitors cite any legislator who follows the practice of asking his constituency people to vote on pending legislations?

Behavioral Segmentation of Potential Voters

Kotler in his discussion of behavioral segmentation includes segmentation based on attitude. In attitude based segmentation, five groups are identified for a product or service in a market. The five groups of people are enthusiastic, positive, indifferent, negative, and hostile. Door-to-door political campaigners change their canvassing approach according to the attitude of the voter. Enthusiastic voters are thanked and will be asked to vote without fail. Reinforcement is done for positive voters. Efforts are made to win over indifferent voters. They do not spend time with voters with negative and hostile attitude to the party and the candidate. Party has to undertake its marketing and communication activities to see that negative and hostile voters with respect to their party are in a minority at the start of the election campaign. Then only their team can hope to effectively canvass for victory.


Resistance to Political Marketing


An Empirical Test of a Model of Resistance to Political Marketing
Samer Elhajjar
2018

The findings show that skepticism, cynicism, frustration, and dissatisfaction have an impact on resistance to political marketing campaigns.
http://jmm-net.com/journals/jmm/Vol_6_No_1_June_2018/7.pdf

SMS Marketing: Winning Strategy in Political Campaign?
https://www.mobisofttech.co.in/blogpost/sms-marketing-winning-strategy-in-political-campaign-/

Political Marketing: Principles and Applications
3rd Edition
Jennifer Lees-Marshment, Brian Conley, Edward Elder, Robin Pettitt, Vincent Raynauld, André Turcotte
Routledge
May 27, 2019 Forthcoming
Textbook - 272 Pages - 11 B/W Illustrations
https://www.crcpress.com/Political-Marketing-Principles-and-Applications/Lees-Marshment-Conley-Elder-Pettitt-Raynauld-Turcotte/p/book/9780815353225

From Cakewalk to Contest: India’s 2019 General Election
MILAN VAISHNAV
APRIL 16, 2018

Summary:  Although the intricacies of the upcoming race—such as the selection of candidates and the rhetoric of campaigns—remain unknown one year out, underlying structural conditions suggest far rockier terrain may lie ahead.
https://carnegieendowment.org/2018/04/16/from-cakewalk-to-contest-india-s-2019-general-election-pub-76084

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Political Market Planning Activities

Market position analysis
Determining how voters perceive the party and candidates

Objective setting
Determining the issues which will be highlighted for competing.

Strategic alternative analysis
Selection of segments in the electorate and messages for these segments

Strategy implementation
Allocation of resources


Monitoring and control
Mid-term analysis and post-election analysis

Source: The Political Marketing Planning Process: Improving Image and Message in Strategic Target Areas
Marketing Intelligence and Planning, 2002
http://phil-harris.com/wp-content/uploads/p6.pdf
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Books

The idea of political marketing By Nicholas J. O'Shaughnessy, Stephan C. M. Henneberg, 2002
Political marketing and British political parties: the party's just begun By Jennifer Lees-Marshment
Current Issues in Political Marketing By Walter W. Wymer, Jennifer Lees-Marshment, 2006
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Interesting Web Sites and Blogs


Grand Central Political, a website connecting people working in politics and political media directly with politicians, campaigns, public relations firms, and media outlets looking for both experts and new talent. The firm serves the USA, Canada, UK and France.
Located through the knol Rachel Marsden.

http://barrylando.blogspot.com




New Related to Political Party Marketing Activities
http://www.brandrepublic.com/go/political_parties/





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Related Knols


Links to be changed to Blog posts




International Day Democracy - 15th September

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More Articles and Papers

Research Papers


Utilizing Political Ideologies To Market A Political Candidate
Shermichael V. Singleton, Morehouse College, USA
Andrew Honeycutt, Shorter University, USA
Journal of Business & Economics Research – January 2012 Volume 10, Number 1









Comparative Advertising: Strategy in U.S. House Elections
Conference Paper, 2011

Political Advertising in Democratic Taiwan
Audiences’ Perspectives on Political Figures through Image-Building Advertisements
http://www.tfd.org.tw/docs/dj0401/113-134-Norman%20Peng.pdf


The political marketing planning process: improving image and message in strategic target areas
2002 paper
http://nraomrp.blogspot.com/2013/07/the-political-marketing-planning.html


Political marketing – vive la différence!
Andrew Lock and Phil Harris
Faculty of Management and Business,
The Manchester Metropolitan University, Manchester, UK
European Journal of Marketing,
Vol. 30 No. 10/11, 1996, pp. 14-24.


Articles

2018 - 2019

Rise of digital politics: why UK parties spend big on Facebook

Online advertising is an effective way to get messages across, but the strategy must be smart
https://www.theguardian.com/technology/2018/mar/23/facebook-digital-politics-tories-labour-online-advertising-marketing

Instagram is the new hit among political parties as they try to engage millennials
Not just national political parties, but even regional parties like the Shiv Sena have taken to the platform to engage younger audiences.
By Venkat Ananth, ET
https://economictimes.indiatimes.com/news/politics-and-nation/instagram-is-the-new-hit-among-political-parties-as-they-try-to-engage-millennials/articleshow/67223688.cms

Influencer Marketing: The Future of Online Digital Political Campaigns
August 4, 2018
https://www.digitalndigital.com/influencer-marketing-future-online-digital-political-campaigns/


Syllabus
https://www.vesalius.edu/wp-content/uploads/2018/04/CMM254G-Su18.pdf

What Brands Can Learn from Political Advertising
By Guest Author, Published on Feb 5, 2019,
http://www.adageindia.in/advertising/what-brands-can-learn-from-political-advertising/articleshow/67836398.cms

An Empirical Test of a Model of Resistance to Political Marketing
Samer Elhajjar
2018

The findings show that skepticism, cynicism, frustration, and dissatisfaction have an impact on resistance to political marketing campaigns.


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News Related to Political Party Marketing Activities


12 August 2010

Tories posted a you tube video blaming the earlier labor administration for spending cuts.
http://www.brandrepublic.com/news/1021862/tories-go-digital-film-attacking-labours-legacy/
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Youtube Channel Conservative Party UK
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15th July 2010
Australian labour  Party commissioned a social media platform.
http://www.brandrepublic.com/from_the_web/1016427/gillard-launches-alps-social-media-platform/



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Updated on 17 March 2019, 20 July 2013

Originally posted on Knol
Knol Number 670, Traffic rank 105
Posted by at 7:56 PM
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