The Marketing of the President: Political Marketing as by Bruce I Newman

By Bruce I Newman

Utilizing the 1992 presidential election as a case learn, this ebook finds how the yank political approach has been reworked by means of advertising thoughts. the writer addresses problems with critical hindrance to the overall healthiness of the political technique together with the function of polling, unsolicited mail and tv ads. this can be the 1st accomplished account of the effect of promoting in a presidential election crusade.

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The Evolution of the Marketing Concept NOTE: The focus of the political campaign or organization has evolved. Once centered on the political party, the political campaign became candidate-centered and then voter-centered. generated from the people within the organization) and was run by party bosses whose only allegiance was to the political party. Grass-roots efforts to get the vote out were at the heart of the power of the political party, which is why someone like the late Mayor Richard Daley of Chicago wielded so much power within the party hierarchy.

Therefore the objective of this concept is not properly fulfilled until the candidate carries out his promises once he is in office, assuming he wins. Strategy Strategy refers to the development of a planned approach to implementing the objective of the campaign organization. It centers on the tactical decisions 38 THE MARKETING OF THE PRESIDENT that are made by the campaign workers on a day-to-day basis and incorpo rates the latest technology that the candidate's organization understands and can afford to use.

Jamieson (1992), p. 446. Pomper(1988),p. 218. Jamieson (1992), p. 468. Jamieson (1992), p. 459. McGinniss (1969), p. 35. • 2* The Shifting Winds of Politics B oth Bill Clinton's and Ross Perot's campaign themes were spelled out in their respective books. Bill Clinton and Al Gore's book, titled Putting People First: How We Can All Change America, and Ross Perot's book, titled United We Stand: How We Can Take Back Our Country, center on empow ering the voters to alter the course of events in this country.

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