This presentation will show us about the other side of marketing science for political campaign. This can be used for developing our political campaign also!

1. Social and Political
Marketing
Iwan Budhiarta

2. Social Marketing
First introduced in 1970
Defined as the use of marketing
principles and techniques to influence
the acceptance of a social idea for the
benefit of individuals, groups, or society.
Rooted in both commercial and social
reform campaigns

3. Health Campaigns and
Social Marketing
Public Health Campaigns
 Strategic campaigns designed:
 to promote healthy behaviors
 to discourage unhealthy behaviors
Social Marketing Campaigns
 Campaigns for social improvement
Public Information Campaigns
 Dissemination of information

4. Anti-Smoking

5. Social Marketing
Principles
Concepts and principles of strategic
communication campaigns (Ad/PR)
Strategic campaigns designed to:
 spread knowledge
 change attitudes
 alter behaviors
 spreading messages of social change

6. Social Marketing
Principles (contd.)
Value-laden activities
 Engineering social change
 Decisions about what is good and bad
Conflicts of interests
 E.g., anti-smoking from Phillip Morris
Tension between:
 Social good and individual freedoms

7. Social vs. commercial
marketing campaigns
Commercial
Social Marketing
Marketing
Amount of change Large proportion of Small shifts in
expected population market share
Time frame of
Delayed / Probable Instant gratification
expected benefits
Lots of scope for
Presentation Cannot be hyped
window dressing
Available budget Miniscule Massive
Formative and
Evaluation Primarily summative
summative

8. The 7 P’s of
social marketing
Product: Tangible, physical products (e.g. condoms)
services (e.g. medical exams), practices (e.g. drunk
driving), or intangible ideas (e.g. global poverty)
Price: Monetary, opportunity cost, contribution
Place: Retailer, doctor’s office, mass media
Promotion: Integrated use of advertising, PR,
promotion, media advocacy, personal selling
Partnership: Work with other groups to max effects
Policy: Work with policy to capitalize on laws
Politics: Work with politicians to change policy

9. Communication objectives
Perception: Create awareness, interest, excitement
Retention: Recall and recognition of message
Cognition: Comprehend benefits in message
Attitude: Positive disposition, attribute evaluation,
argument acceptance, reevaluation of current attitude
Behavior: Stimulate inquiries, discussion, behavior

10. Successful social
marketing campaigns
Success is subjective and case-specific
Goals should be SMART:
 Specific
 Measurable
 Attainable
 Realistic
 Time-limited
Types of evaluation:
 Knowledge gain
 Attitude change
 Behavioral indicators

11. Advantages of Social
Marketing Campaigns
Legitimate source
 Government, non-profits
 No obvious self-interest
Social desirability of change

12. Problems with Social
Marketing Campaigns
Faulty assumptions
 Change is not simply a function of spreading
information; social norms, engrained behaviors
Lack of adequate resources
Psychological resistance
 Discounting the message and/or source
 Immunity perceptions
 Inability to change habitual behaviors

13. Election Campaigns
Candidate elections
 President and Congress, State Executives and
Legislatures, Local Mayoral and Council Seats
 Decline of political parties - Independents
Issue referenda
 Public decisions about issues
 Increased lobbying of politicians through media
Costs have exploded

14. Political Advertising
Key means of communication with public
Advertising spending accounts for majority of
campaign budgets, especially for presidency
 750,000 spots aired in ‘04 presidential race
 Concentrated on 1/3 of population
 battleground states, battleground markets

15. Lessons for Campaigning
Issue ownership and valence issues
Elections are won locally
Candidates don’t control dialogue
Worst inaccuracies on Internet, radio,
and direct mail - less gatekeeping

16. Five things to watch in
Ad Composition
Importance of non-verbal cues
Sounds and music sets tones
Graphics
Editing
Code words

17. Political Action Committees
Ads by parties, groups, and individuals
 Parties outspend candidates in 2000
Broadens strategic options
 Good cop/Bad cop
 Use third parties to deliver the negative
 Stealth strategies
 Hidebehind indecipherable names
 Go negative while shielding self

18. Advertising Effects
Ads have effects
 Drive news reporting
 739 airings of Swift Boat Ads in
three states drove coverage
 Ads also dictate the issue agenda
 Influence voters’ attitudes
 Shape perceptions of candidates
 Provide information about positions

19. Highly Controversial
Question quality and accuracy of info
 Mudslinging and misrepresentations
Fear about impact on citizens
 Fosters cynicism and demobilization
Distort opinions and alter elections
 Switching vote based on ad claims

20. Lessons from Modern
Campaigning
Candidates don’t dictate the news discourse
 Though gatekeepers sometimes let them
Campaigns do control websites, broadcast ads &
direct media (mailers, telephone calls, etc.)
 Can amplify inaccuracies and distortions
Elections are won locally - ex. electoral college
 Swing states, specific regions, local precincts
Play good cop, bad cop - makes attacks worse

21. Negative Advertising
Not a new occurrence – since the 50s
Important part of recent election bids

22. Negative Ads
Focus on criticisms of the opponent, fault
character, accomplishments, or issue positions –
“attack advertising”
Often come from outside campaign
Still, negative ads are a minority
 Most are contrast ads or positive ads

23. Comparative Ads
Contrast the sponsoring candidate with
opponent on issue positions or character

24. Types of Positive Ads
Positive Ads – focus on good characteristics,
accomplishments, or issue positions of sponsor
Image Oriented – focus on character and personal traits
Issue Oriented – focus on the issue/policy positions

25. Examples of Ethnic Appeals
Segmented targeting of ethnic groups
Typically appeal in native language
Doesn’t always work so well

26. Political Ad Effects
The Negativity Effect
 Negative Ads are more easily recalled
The “Demobilizing” Effect
 Negative ads are mobilizing
The Backlash Effect
 May actually strengthen resolve to vote