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Branding the Candidate: Marketing Strategies to Win Your Vote
     

Branding the Candidate: Marketing Strategies to Win Your Vote

by LisaD. Spiller, Jeff Bergner
 

American voters will be empowered by this revealing, behind-the-scene exposé of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes.

• "Promise meters" with which to evaluate candidate campaign promises and marketing strategies

• Charts and tables that summarize information about

Overview

American voters will be empowered by this revealing, behind-the-scene exposé of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes.

• "Promise meters" with which to evaluate candidate campaign promises and marketing strategies

• Charts and tables that summarize information about political marketing, including presidential campaign slogans, political fundraising regulations, and results

• Sidebars highlighting campaign quotes and calling out key points

• Enlightening, chapter-by-chapter summaries of lessons learned to empower voters to resist political campaign marketing manipulation

Product Details

ISBN-13:
9780313394041
Publisher:
ABC-CLIO, Incorporated
Publication date:
07/15/2011
Series:
Praeger Series in Political Communication Series
Pages:
209
Product dimensions:
6.10(w) x 9.30(h) x 0.90(d)

What People are Saying About This

Norman Ornstein
"Jeff Bergner, a political scientist with long experience in Washington policy and campaign politics, and Lisa Spiller, a marketing professor, have married their expertise to create a lively and provocative book about how political campaigns, like those for commercial products, are all about branding. Voters sympathetic to Barack Obama won't much like the tone, but all voters can benefit from a deeper understanding about how modern campaigns use modern communications techniques to give people what they think they want."
Edward Spiegel
"The authors have provided a remarkable historical perspective of political campaigning in America. This is contrasted to today's sophisticated political marketing, which in 2008 was a world apart from anything in the past. These changes are well documented in successive chapters. All marketing programs are analyzed in detail. Their goal of providing an understanding of political marketing has been exceeded. They conclude with savvy lessons learned from the current administration mistakes and a prognosis of the marketing climate in 2012."
William Kristol
"A thought-provoking and fresh analysis of some key aspects of the Obama presidential campaign. When you read this, you'll understand why the promises of candidate Obama have made successful governing so hard. You'll also have a much keener grasp of the character of presidential politics in general in today's America."
Steven E. Schier
"Spiller and Bergner expose and explore the many recent changes in American election campaigns. They provide many helpful warnings for consumers of campaign messages. It's a highly useful read for interested citizens and college courses in American politics."
Dr. Larry J. Sabato
"Trillions are being spent each election season to sell politicians, and every voter needs some consumer protection. Jeff Bergner and Lisa Spiller provide it, and remind us that 'caveat emptor (buyer beware)' is always the best marketplace motto."
Paul Trible
"As a former U.S. Senator, I know the day to day pressures that shape American politics. As a university president, I have also seen many highly abstract studies with little relevance to political life. This book, a unique collaboration between the business marketing and political worlds, is right where theory and practice meet. It is a must read for every citizen who is targeted by today's sophisticated political marketing techniques."
Jonah Gitlitz
"Branding the Candidate is a very timely and impressive book as political fundraising and message communication becomes more dominant in campaigning. It is very complete raising the fundamental issues of branding and is accompanied by probing comments and questions. Direct marketing is so central to these efforts today as audiences have become more narrowly defined and segmented."

Meet the Author

Lisa Spiller, PhD, is professor of marketing at Christopher Newport University, Newport News, VA.

Jeff Bergner, PhD, has served as staff director of the Senate Foreign Relations Committee and as assistant secretary of state.

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