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week 2: political marketing
1. outline
the foundation of political marketing
quick historical overview
2. content
foundation of political marketing
competing forces
top-down approach of political power
political power: first actor to understand the political marketing
they are interacting with others
public opinion:
side of political dynamics in political sphere
power if granted by public and public opinion
lobby
everything non-political by definition (big corp, lobbyist,…) has
interest and need support from political power
week 2: political marketing 1
, relationship between business and political power is direct:
influence through lobby activities
intermediate sector - mezo sector: political parties
wrongly put into the same place at political power
political power: representative for a group of people - compete
to access political power
missing point of the graph:
political communication - information presented through media
media is the center of the graph: play a central role to inform and
evaluate the information
political marketing
definition
political organization adapting business-marketing concepts and
techniques to help them achieve their goals
key elements: selling components and …
offer and demand: someone have sth to sell and someone want buy
things - apply to the model of political marketing - for people to
choose
competitive advantages
products
can be seen as
tools kit for political power: what can we do
look at the tool box and see what we have inside
stamp, characteristics of the political system: the new rules of the
game
academic discipline: how to look at it
goals of the course
result: gazillion concepts, approaches, semi-theories, outline tutorials,…
politics and business is complex and now they are mixed together
week 2: political marketing 2
, 4C’s and the 5C’s of marketing strategy
this is not the way political marketing work
should based on the concept behind the dynamic of political
marketing
3 concepts:
products:
what you are trying to sell: in the case of political: idea, party,
candidate
eg: election is a fraud in USA (idea), the idea that US army is
protecting the peace of US citizen in Middle East, trickle down the
economic
have to convince “buyers” first
⇒ product-oriented party
⇒ puts the accent on what its ideas, what it stands for
⇒ no adaption to exogenous forces
⇒ non-political example: traditional religious authority
week 2: political marketing 3
, sale:
more on how it sale the products > sale-oriented party
sale-oriented party: social-democrats in EU countries
tries to understand consumer’s preferences (which it tries to shape)
communication strategy adapted based on customers
focus on who is buying the product
average adaption to exogenous forces
cross-pressure: working class: have to understand the product
market
interaction to understand why people buy it and why do you sell it
market-oriented party
fully integrates consumers’ preferences and design its products
based on customer’s expectations
tailor product that customers want
communication strategy and product adapted based on
customers
great adaption to exogenous forces
non-political example: customer-tailored service (concierges)
historical overview
video: political ads:
Wyatt Scott for Parliament
historically, the genesis of political marketing within the context of US
political communication
3 reasons for the early development of US government
specific electoral system
candidate-centric
consider also their characteristics, emotions,…
need tools to sense this complex case
week 2: political marketing 4
week 2: political marketing
1. outline
the foundation of political marketing
quick historical overview
2. content
foundation of political marketing
competing forces
top-down approach of political power
political power: first actor to understand the political marketing
they are interacting with others
public opinion:
side of political dynamics in political sphere
power if granted by public and public opinion
lobby
everything non-political by definition (big corp, lobbyist,…) has
interest and need support from political power
week 2: political marketing 1
, relationship between business and political power is direct:
influence through lobby activities
intermediate sector - mezo sector: political parties
wrongly put into the same place at political power
political power: representative for a group of people - compete
to access political power
missing point of the graph:
political communication - information presented through media
media is the center of the graph: play a central role to inform and
evaluate the information
political marketing
definition
political organization adapting business-marketing concepts and
techniques to help them achieve their goals
key elements: selling components and …
offer and demand: someone have sth to sell and someone want buy
things - apply to the model of political marketing - for people to
choose
competitive advantages
products
can be seen as
tools kit for political power: what can we do
look at the tool box and see what we have inside
stamp, characteristics of the political system: the new rules of the
game
academic discipline: how to look at it
goals of the course
result: gazillion concepts, approaches, semi-theories, outline tutorials,…
politics and business is complex and now they are mixed together
week 2: political marketing 2
, 4C’s and the 5C’s of marketing strategy
this is not the way political marketing work
should based on the concept behind the dynamic of political
marketing
3 concepts:
products:
what you are trying to sell: in the case of political: idea, party,
candidate
eg: election is a fraud in USA (idea), the idea that US army is
protecting the peace of US citizen in Middle East, trickle down the
economic
have to convince “buyers” first
⇒ product-oriented party
⇒ puts the accent on what its ideas, what it stands for
⇒ no adaption to exogenous forces
⇒ non-political example: traditional religious authority
week 2: political marketing 3
, sale:
more on how it sale the products > sale-oriented party
sale-oriented party: social-democrats in EU countries
tries to understand consumer’s preferences (which it tries to shape)
communication strategy adapted based on customers
focus on who is buying the product
average adaption to exogenous forces
cross-pressure: working class: have to understand the product
market
interaction to understand why people buy it and why do you sell it
market-oriented party
fully integrates consumers’ preferences and design its products
based on customer’s expectations
tailor product that customers want
communication strategy and product adapted based on
customers
great adaption to exogenous forces
non-political example: customer-tailored service (concierges)
historical overview
video: political ads:
Wyatt Scott for Parliament
historically, the genesis of political marketing within the context of US
political communication
3 reasons for the early development of US government
specific electoral system
candidate-centric
consider also their characteristics, emotions,…
need tools to sense this complex case
week 2: political marketing 4
