Details

<p>Detailed Contents ix</p> <p>List of Figures xv</p> <p>List of Tables xvi</p> <p>Introduction 1</p> <p><b>Part I The rise of modern political communication 5</b></p> <p>1 Birth and rise of political marketing in the United States 7</p> <p><b>Part II The foundations of modern political marketing 31</b></p> <p>2 Political marketing: a global approach 33</p> <p>3 The means of analysis and information 72</p> <p><b>Part III Political marketing tools 91</b></p> <p>4 The traditional tools 93</p> <p>5 Audiovisual tools 113</p> <p>6 Direct marketing methods 140</p> <p>7 The growing importance of the Internet 158</p> <p><b>Part IV The actual running of election campaigns 177</b></p> <p>8 Structure and organization of the campaign 179</p> <p>9 The particularities of local campaigns 220</p> <p>Conclusion: how to use this book … 232</p> <p>Appendix 1: Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract) 237</p> <p>Appendix 2: Internet “Final Rules” decided by the Federal Elections Commission, March 27, 2006 244</p> <p>Bibliography 248</p> <p>Index 256</p>

<p>"This book provides a detailed and highly valuable account of the organizational processes that are driving these trends, but with important critical insights into improving the civic efficacy of political marketing."  (<i>European Journal of Communication</i>, 1 February 2013)</p> <p>"Maarek, Professor of Information and Communication Sciences at the Paris-East University, has authored various writings on political marketing, though this is perhaps his most comprehensive book on the subject to appear in English. . . This is an extensively well-researched and thorough book dealing with every level and stage of political campaigning." (The London School of Economics & Political Science, 7 August 2011)</p>

<b>Philippe J. Maarek</b> is a professor of information and communication science at the University of Paris East. He chairs the Section of Political Communication Research of the International Association for Media and Communication Research (IAMCR), and is former chair of the Research Committee in Political Communication of the International Political Science Association (IPSA). He is the founder and director of the Center for Comparative Studies in Political and Public Communication and is co-founder and former director of the Public and Political Communication Department at the University of Paris-East. He is on the editorial board of the <i>International Journal of Press/Politics</i>, <i>European Journal of Communication</i>, <i>Central European Journal of Communication</i>, the Spanish-language <i>Estudios de Comunicacion Politica,</i> and the Italian-language <i>Communicazione Politica</i>. Maarek is the author of <i>Communication et Marketing de l'Homme Politique</i>, (2007), and <i>La Communication des élections présidentielles de 2007, participation ou représentation</i>? (2009).

Philippe J. Maarek’s <i>Campaign Communication and Political Marketing</i> offers a comprehensive look at the structure and mechanisms of modern political campaigns. Covering topics such as advertising strategy, demography, the effect of campaign finance regulation on funding, and more, <i>Campaign Communication and Political Marketing</i> provides a thorough and detailed insight into the science of running for office.  With case studies that include the campaigns of Barack Obama and France’s Nicolas Sarkozy, Maarek’s text explains the nuances of political culture from nation to nation while highlighting the similarities of campaign functions internationally.

"Philippe Maarek has provided an acute, insightful survey and compelling analysis of how political marketing has developed and the consequences this has had for election campaigning. This is an accessible, succinct and engaging read that provides a comprehensive overview of a field which, by definition, is always evolving."<br /> <b>—Dominic Wring</b>, Loughborough University <p>"Political marketing is at the heart of political campaigning. Philippe Maarek explains how to run such campaigns and how to get your message—if you dare to be a candidate—to the voters. Students interested in how to organize a political campaign will also find in this book some analytical and practical tools. Some lessons can certainly be drawn for how to improve the confidence between citizens and the political elites."<br /> <b>—Guy Lachapelle</b>, Concordia University</p>

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