Market Driven Political Advertising: Social, Digital and Mobile Marketing
Author:   Andrew Hughes
Publisher:   Birkhauser Verlag AG
Edition:   1st ed. 2018
ISBN:  

9783319777290


Pages:   137
Publication Date:   28 June 2018
Format:   Hardback
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

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Market Driven Political Advertising: Social, Digital and Mobile Marketing


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Overview

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. 

Full Product Details

Author:   Andrew Hughes
Publisher:   Birkhauser Verlag AG
Imprint:   Birkhauser Verlag AG
Edition:   1st ed. 2018
Weight:   0.454kg
ISBN:  

9783319777290


ISBN 10:   3319777297
Pages:   137
Publication Date:   28 June 2018
Audience:   Professional and scholarly ,  College/higher education ,  Professional & Vocational ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

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.

Reviews

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)


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


Author Information

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. 

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