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The Political Marketing Game by J. Lees-Marshment

By J. Lees-Marshment

The Political advertising and marketing online game identifies what works in political advertising and marketing, drawing on a hundred interviews with practitioners. It additionally exhibits that authenticity, values and imaginative and prescient are as a lot part of a profitable technique as market-savvy pragmatism.

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They used mixed motivators to get people out, with not just the right message but also varied contacts including ‘the most personal – a volunteer knocking on their door or a volunteer calling them and saying “hey, I live in your neighbourhood, I just want to make sure you’re going to go vote” ’ (Beeson 2007). Parties can move voters between different GOTV universes to become more likely supporters. Beeson (2007) explains how the RNC broke voters down ‘into a GOTV universe, which is people we know are going to vote for us or have a high propensity of voting for us.

Although the government had decided there was a need to change the code, it hadn’t decided how, therefore the consultation had more potential to impact on the final legislation. ‘That project started with engaging stakeholders and the public’ so any revisions would ‘work on the ground’. On the opposite side, less effective consultations are those where there is ‘a little pool of their team beavering away for two years or something on a really complex piece of work, and then they’d pop out to the public, and give people two weeks notice and two hours to check about something, and then they’re disappointed that their contribution wasn’t in depth’.

They can’t tell you where you’re going in front. It shouldn’t affect where you ultimately want to get to but it can effect maybe how you get there. You have to believe in something in politics before you can go out and sell it. Taylor (2008), who worked for President George W. Bush, said research was more useful in communication to tell them ‘what groups did it resonate the most with . . So women are more concerned about healthcare, teachers are more concerned about retirement planning. . ’ It helps highlight potential aspects to be exploited.

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