1. Introduction
What is political marketing?
(wp12_02.pdf) Political marketing is defined differently by different institutions. Henneberg (2002) proposed that to meet the objectives of individual, political actors and organizations there is a need to establish long term political relationship and that is done by political marketing. This is done by mutual exchange and fulfillment of promises. His definition was close to Grönroos (1990) in the commercial literature, building on the relationship marketing approach (Bannon 2005, Henneberg and O’Shaughnessy 2009).
After many changes a final definition was established consisting of all the key values mentioned by different institutions:
“Political marketing is a perspective from which to understand phenomena in the political sphere, and an approach that seeks to facilitate political exchanges of value through interactions in the electoral, parliamentary and governmental markets to manage relationships with stakeholders.”
Role of political marketing.
(853464.pdf) To explore new insight and new dimension of progress of political parties, marketing in politics is the new way forward. Political marketing basically aims at satisfying voter’s need as the existence of party or candidate depends on it. (Mauser, 1983; Newman and Sheth, 1987; Reid, 1988).
Political marketing play an important role in identifying needs and demands of voters and strategically working on that demands to create a relationship which will help in growth( to win) of their organization or party. Stakeholder theory
(hughes_andrew .pdf) Stake holders in political marketing are individuals or any group which can affect or is affected by the party’s achievement. Stake holders can assert their will over the organization ...
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...er the concept of co-creation.
3. Levels of co-creation in Political marketing
The involvement of voters in the political activities leads to various modifications in the existing political system of a country. The impact of these modifications on the society and politics depends on the level of co-creation that exists. As observed in the corporate system, we usually observe four levels of co-creation based on the levels of voter awareness and activity:
1. No co-creation – In this scenario, there is little involvement of the voters in the political framework. They are kept out of the decision making process and do not have opportunities to express their issues. The primary reason for this scenario is the lack of awareness among the voters and the inherent inflexibility of the existing political framework. In most cases, the majority of the population ends up
Propaganda is information that is biased to promote one point of view. Propaganda is mostly used during political campaigns. It is one of the most widely used and effective political tactics. It gives its user the opportunity to move people to action in both positive and negative ways, by either bringing fame or shame to a selected person or idea. Propaganda is used to sell a candidate or a belief to the public, by ruining the opponent’s chances of winning, or by falsely advertising an idea of their own as better than one of their opponents.
In this assignment I will discuss about key stakeholders who influence the purposes of two business, the business I have chosen are Tesco and Oxfam. Also, I will be talking about interest owners, customers, suppliers, employees, trade unions and employer associations have in the business. Another point I will be talking about is why business must consider local communities and pressure groups when operating their business.
Similar to news in its widespread marketing, publicity is another method in which people’s minds are reprogrammed, this time by the merchandisers. Publicity attempts to ingrain concepts and transmit political and commercial messages into the consumer’s minds, in an endeavor to make them buy specific goods. They do this by constantly exposing the people to the products through their repeated displayal on various mediums. Billboards and posters can be found on most highways, and in nearly all cities around the world. Consequently they push ideas at the consumer any time he/she travels on foot, by car, or even uses the public transport systems.
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Advertisements would soon, also, become a major factor in mass media and development in America during the early 1900’s. Advertising became one Americas stepping stones to put the power of media into their control. This provided political parties, ...
Young, D. (2012). Green Marketing & Marketing Ethics, Room 009, Block 17, Middlesex University Dubai. (25th March, 2012)
“Negative advertising gets the supporters committed and excited” (Bike 1). What Bike is trying to say is that negative advertisement gets people excited and wanting to look into that specific person. This essay is going to be about how negative advertisement should be allowed. People should have the right to pledge whatever they want to pledge in. “ A ban on negative political advertising would open the political world up to those who don’t want to be expose themselves to media bullies” (Admin 2). I believe that if people are scared to expose themselves then they must have something to hide. Even though negative things said about those candidates are not true, I believe that negative political advertisement should be allowed because negative advertisement makes people want to look more into that specific candidate and we are emotionally attached to negativity.
Poor ‘brand positioning’ of social marketing: The actual concept of social marketing is not clear to many people because of various conflicting definitions and it is also associated with some undesirable attributes. For example, social marketing is perceived as being manipulative and not ‘community based’. These prejudices have arisen because of incorrect assumptions that social marketing is similar to normal, commercial marketing.
It discusses broadening the concept of marketing and new approach to marketing, which emphasises on social and relationship marketing. Then, the government/public sector has been introduced and it proceeds with whether traditional marketing principles can be applied to the marketing of organisations in this sector. It concentrates on issues of relevance-how marketing mix fits to it, what are the benefits and constraints. 1.1 The Marketing Concept and the Marketing Mix: Before proceeding further, it is essential to define what marketing is: Kotler (1991) defines marketing as “a social and managerial process by which individuals and groups obtain what they want and need through creating, offering, and exchanging products of value with others.
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