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Along With Realisation Came Developments In Communication Of Political ...
Along with realisation came developments in communication of political debate. A greater number of media sources gave people greater access to information on political issues and rather than vote simply as they had done before and as their parents had done, voters began to analyse issues for themselves and make more informed opinions.
This process accelerated rapidly as the media moved into the electronic age and the Internet along with other forms of digital technology has spawned a much more interactive electorate, one which political parties must pay greater heed to.
Chapter two examines the model of political marketing provided by Jennifer Lees-Marshment in detail. Whilst there is a good deal literature on marketing techniques employed by political parties, Lees-Marshment is unique in that she has developed a detailed model that she argues will provide electoral success if followed in full. This chapter looks at the product oriented, sales oriented and market-oriented party as described by Lees-Marshment and the characteristics off each.
Chapter three applies the Lees-Marshment model to the elections of 1979 and 1997 and how the Conservatives and Labour respectively applied many aspects of the model to their successful campaigns and chapter four analyses the results of these elections, how voters responded to the political marketing undertaken and how applicable the Lees-Marshment model actually is. This chapter also analyses the 2001 election in which the Conservatives had tried to adopt Lees-Marshment's market-oriented approach yet met with failure.
Chapter five looks at the future of political marketing and whether political parties will continue to put marketing ahead of ideological concerns when formulating policy and planning campaigns. The use of focus groups and the growing influence of e-technology are also discussed here.
Chapter Two Concepts of Political Marketing
Marketing a political party is broadly similar to marketing in other form of business. The same theories apply. Political marketing uses the same principles as in marketing elsewhere, evolving to influence the design and promotion of a particular product. Within political sphere, the product being marketed is the individual political party.
What we have seen in recent decades is a shift in the way that the main parties market themselves. Using Lees-Marshment ideas of political marketing this can be described as a move from old-fashioned product-oriented parties to market-oriented parties that are more receptive to public opinion.
A product-oriented party bases its strategy on a belief that voters simply accept that its polices are correct and will vote as such.
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