Political Marketing Presentation

1. Advertising & Sales Promotion
Project
Name Class Roll No Group
MMM Sem IV
MMM Sem IV
MMM Sem IV

2. ‘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 Project
MMM – Sem IV (Group VII)
Batch – 2013-16

3. 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 Project
MMM – Sem IV (Group VII)
Batch – 2013-16

4. 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 Project
MMM – Sem IV (Group VII)
Batch – 2013-16

5. 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

6. 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

7. 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

8. Effective
Political Marketing

9. • 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

10. 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.

11. 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.

12. 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.

13. 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.

14. Aftermaths of
Political Marketing

15. POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – 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.

16. POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – 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

17. 2 Effective Campaigns

18. POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – 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

19. Effective Slogans
POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – Sem IV (Group VII)
Batch – 2013-16

20. Effective Slogans
POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – Sem IV (Group VII)
Batch – 2013-16

21. POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – 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.

22. Thank You
POLITICAL
MARKETING
Advertising & Sales Promotion Project
MMM – Sem IV (Group VII)
Batch – 2013-16