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Market Driven Political Advertising: Social, Digital and Mobile Marketing de Andrew Hughes

Market Driven Political Advertising: Social, Digital and Mobile Marketing: Palgrave Studies in Political Marketing and Management

Autor Andrew Hughes
en Limba Engleză Hardback – 28 iun 2018
Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future. 
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Specificații

ISBN-13: 9783319777290
ISBN-10: 3319777297
Pagini: 146
Ilustrații: XIII, 137 p. 3 illus.
Dimensiuni: 148 x 210 mm
Greutate: 0.34 kg
Ediția:1st ed. 2018
Editura: Springer International Publishing
Colecția Palgrave Pivot
Seria Palgrave Studies in Political Marketing and Management

Locul publicării:Cham, Switzerland

Cuprins

1. Introduction and Outline.- 2. The Relationship between Value Co-Creation, Exchange and Stakeholders.- 3. The Theory and the Practice of Political Advertising.- 4. Weapons of Mass Consumption: Social and Digital Media in Political Campaigns.- 5.Social and Digital Media: Creating, Engaging and Motivating Relationships.- 6. Mobile Political Marketing and Mobile Political Advertising.- 7. Political Advertising: Practitioner Lessons for 2018 and Beyond.- 8. The Future: Directions for Researchers and Practitioners.

Recenzii

“Researchers in political disciplines and those interested in the dynamic environment surrounding politics might find this useful.” (Ludwig Dischner, CBQ Communication Booknotes Quarterly, Vol. 51 (3-4), 2020)

Notă biografică

Andrew Hughes is a lecturer in Marketing at the Australian National University (ANU) in Canberra. His research examines the role of stakeholders in political marketing, political advertising, leader brands, and how consumers respond emotionally to different information types. His thesis was nominated for ANU’s prestigious prize, the J.G. Crawford Award. 

Textul de pe ultima copertă

Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future. 

Caracteristici

Focuses on the US Presidential race and the Brexit campaign Covers social media marketing in different contexts including campaigns, communication methods, and pressure groups Discusses implications for practitioners and academics of political advertising who are expanding into new horizons provided by the digital age