...Pennsylvania State University The Graduate School The Mary Jane and Frank P. Smeal College of Business ESSAYS IN POLITICAL MARKETING A Dissertation in Business Administration by David LeBaron 2008 David N. LeBaron Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy December 2008 The thesis of David N. LeBaron was reviewed and approved* by the following: William T. Ross, Jr. Professor of Marketing Dissertation Co-Advisor Co-Chair of Committee John C. Liechty Associate Professor of Marketing Dissertation Co-Advisor Co-Chair of Committee Peter Ebbes Assistant Professor of Marketing David J. Huff Clinical Assistant Professor of Supply Chain and Information Systems Johannes Baumgartner Professor of Marketing Head of the Department of Marketing *Signatures are on file in the Graduate School iii ABSTRACT Political marketing sits at the nexus of two disciplines, political science and marketing, but is not entirely accepted by either. The present research looks at the origin, development, and evolution of political marketing and examines how the adoption of a political marketing orientation is impacting the practice of political campaigns. The role of political marketing in actually changing voters’ preferences is also examined, showing that grassroots marketing efforts seem to have the greatest effect, especially with undecided voters. Finally, voter segments are derived for...
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...Title of Paper: Political Marketing and Social Media: A Case Story of Aam Aadmi Party Author 1: Dr. Sanjeev Prashar Professor – Marketing Indian Institute of Management (IIM) Old Dhamtari Road, Sejbahar Raipur-492015, Chhattisgarh (India) Ph: +91-9039039499 E-mail: dr.sanjeev.prashar@gmail.com Author 2: Raghu Vara Teja Thudi Student, Post-Graduate Program Indian Institute of Management (IIM) Old Dhamtari Road, Sejbahar Raipur-492015, Chhattisgarh (India) Ph: +91-8349501045 E-mail: teja.raghuvara@gmail.com Author 3: Abhishek Reddy K Student, Post-Graduate Program Indian Institute of Management (IIM) Old Dhamtari Road, Sejbahar Raipur-492015, Chhattisgarh (India) Ph: +91-8349501005 E-mail: abhishek.koleri@gmail.com Author 4: Abhishek Mukherjee Student, Post-Graduate Program Indian Institute of Management (IIM) Old Dhamtari Road, Sejbahar Raipur-492015, Chhattisgarh (India) Ph: +91-8349501004 E-mail: abhishek.mukherjee.one@gmail.com Political Marketing and Social Media: A Case Story of Aam Aadmi Party Dr. Sanjeev Prashar Professor Marketing, IIM Raipur Raghu Vara Teja Thudi Student, Post Graduate Program, IIM Raipur Abhishek Reddy Student, Post Graduate Program, IIM Raipur Abhishek Mukherjee Student, Post Graduate Program, IIM Raipur Abstract For the world’s...
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...SHAMROZ KHAN ROLL NO: B-18105 COURSE: INTERNATIONAL MARKETING FINAL ASSIGNMENT SUBMITTED TO: MARIA NAVEED QUESTION No.1 : What is Government Instability And how it can affect Marketing? Prove with example? GOVERNMENT INSTABILITY: If the government cannot ensure the basic services it provides for people, such as security and the possibility of procuring food and shelter, it loses the power to enforce laws and political instability ensues. Political instability is associated with the concept of a failed state. So it means that government which fails to fulfill their task is known as Government Instability. Affect Of Government Instability On Marketing: The instability of the government has an adverse impact on the marketing and industrial activity in a country. If governments are unstable, consumers often become more cautious in their spending habits. they're usually frightened about job security and so want to put their earnings into saving rather than spending. This is usually because traditional investors normally want to invest in areas of stability so as to ensure a reasonable return on capital. If the situation is unstable, employers shed jobs. And so it goes on. Global instability makes it difficult for companies that are not doing well to capture their market shares. The success of the Business Continuity Program when it comes to planning to counter political instability largely depends upon Stability of Government...
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...Unit 1: Individual Project – Marketing a Company to another Country Unit 1: Individual Project – Marketing a Company to another Country Business 230: International Business Marina Woods May 6, 2005 John Hargiss Unit 1: Individual Project – Marketing a Company to another Country The company I chose is Comcast Communications. The services offered by this company are digital cable services and broadband. Comcast is the nation’s largest cable operator. This status stems from the acquisition of AT&T Broadband. The company is expanding in other areas like voice over Internet protocol (VoIP) telephony which it plans to add to their services. Adding this service will strengthen there market in the telecommunications area. The country of Malaysia has been of some interest to me in the past. The government is a federal parliamentary democracy that has a constitutional monarch. The ruler or the king is elected for five year terms chosen from among the sultans of the Malaysian states. They have more registered political parties I believe than our country over 15. Elections are held to elect the Prime Minister and the members of the lower house of parliament. Also, they have a bicameral parliament and the prime minister heads the lower house. The government is based on English law and there are three branches of government. The...
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...lies. Socrates’ truth would encompass a conflict of great proportions due to the fact that in today’s society, people are not at all ready for the truth, nor do they understand it. Considering entities in society such as media, marketing, advertising, branding, political speeches, and packaging of political candidates; the list can be drawn up of how each of these no longer harper even a minute portion of truth. When media is considered, you must think of the news, reality television, and documentaries. The news is given to the people after it goes through the filtering of the gatekeepers. Society is told what the gatekeepers want them to hear. Socrates would not have adhered to the code of verbal conduct the gatekeepers of today would have offered to him. When reality television and documentaries are considered it becomes even clearer that the masses are fed sugar coated and often highly exploitive lies. Editing is a master of disguise often hiding seamlessly in the arrangement of scenarios that are not chronological in happenings. Documentaries are merely the concoction of filmmakers that are trying to tell a story from their viewpoint. Their motives are to get their biased opinion to the masses in a way that prompts them to see their side. Marketing, advertising, and branding are all molded in efforts to reel in the masses. They are often selling lies in order to attract those that will buy into their image of success and prosperity. They sell these images of living on top...
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...health media campaigns. Nevertheless, as public health more and more focuses on non-transmissible disease prevention, negative advertising could be more extensively used. This analysis takes into consideration, a descriptive case from tobacco control. Taking into account internal tobacco industry documents, surveys and tentative data and taking into consideration socio-political reasons, it is described tobacco industry and public health research on the American Legacy Foundation’s ‘‘truth’’ campaign, a key example of effective use of negative advertising in the service of public health. The tobacco industry described that the most effective advertisements run by Legacy Foundations “truth’’ campaign have been negative advertisements. Though the tobacco industry’s own study suggested that these negative ads acknowledged and effectively branded the cigarette as a harmful consumer product rather than focusing only on tobacco companies, some people accused Legacy of defaming it. Public health researchers have confirmed the effectiveness of the ‘‘truth’’ campaign in reducing smoking initiation. Research on political advocacy indicating the value of negative advertising has been only used rarely in the development of public health media campaigns, but negative advertising can easily communicate certain public health messages and assist to resist corporate disease promotion. Negative advertisements created by ‘‘truth’’ were one of the most notable features of the campaign. One advertisement...
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...together with quality provided, is one of the key drivers of service performance for a company (Anderson et al. 1994; Fornell 1992). Main reasons for which a company should seek customer satisfaction are increased loyalty, effective feedback and suggestions, attraction of new customers through free word-of-mouth publicity, saving marketing and advertising costs, as well as retaining existing ones. According to Keiningham, Munn, and Evans (2003, p. 37), “both practitioners and academics have accepted the premise that customer satisfaction results in customer behavior patterns that positively affect business results.” While it is highly argued that retaining current customers is easier than attracting new ones, as it would normally cost 20 times more to attract new customers rather than keeping existing ones per Carson Research Consulting, Inc. report. Continuous customer satisfaction from the offered product will lead to an easy purchase decision every time the need for these products and services arises. Thus, customers tend to become loyal to these providers, where their satisfaction helps to increase customer loyalty, reducing the need to allocate marketing budget to acquire new customers, where their word-of-mouth will also bring potential customers, increasing revenue and profit. According to Hoyer and MacInnis (2001), satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth...
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...him that he want to take up the Europe branch operations. Sarath stressed that Roger is doing really well in Sri Lanka and to continue the same over here and very soon he can become the Managing Director of the company. Since Roger was not convinced with Sarath he approached their Managing Directress and she was very interested in Roger’s ideas about International marketing. She promised that she will recommend Roger to that respective International job but, at the end there was another person who was picked to head the Europe branch of ABC Company and the Managing Director tells Roger that Sarath has influenced the selection committee that Roger is really undecided about the entire international scenario and he’s not sure about the decision. Furthermore, Managing Directress stresses to Roger that he didn’t sell his idea properly to Sarath. 1.1 Question 1 Who had power in this organization? What type of power did Sarath Silva have? Organizational power is referred to as the ability to get things done despite the determination and struggle of others to or the capability to win political fights and outmaneuver the opposition (Luthans, 2011). This has negative impact in many organizations because certain managers use their power and attempt to use...
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...‘Attack’ Advertising at effective tool in of Political engagement and mobilization? There are assault ads, conveying the simple message over and over, that Brand X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence has shown the electorate...
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...occupations and thus the risk of being unemployed is low. A person who has graduated with Bachelors in International Relations could get a job as a journalist in the BBC or even CNN. Your career is not only limited to politics, thanks to the writing skills you gained you could become a journalist or advertiser and also due to the marketing research you have done, you could become a marketing manager. It will open a path for me to travel the globe and thus get to assist people as I delve into their culture and practices and get accustomed to them. This will enable me to grasp a view of the different civilizations in the world and hopefully be able to absorb some of their practices and cultures so that I may incorporate them back home in my nation to better it and also in other nations so as to improve relations between citizens. It will open a path for me into both national and international politics and enable me to grasp the political, social as well as economic...
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...The party identification model demonstrates a clear correlation between voting behaviour and a range of social variables. In 1967, political scientist Peter Pulzer claimed ‘Class is the basis of British Politics: all else is embellishment and detail’ (Pulzer, 1967). The period 1945-1970, was characterised by psephologists as one of political stability with a clear two party dominance with party loyalty closely corresponding with social class. During this time, 90% of the votes cast during general elections were gained by either the Labour or Conservative party which under first-past- the post translated to 98% of seats in parliament. (IPSOS MORI 2015). At this time there was a clear correlation between party identification and social class. The Institute of Marketing developed a schema measured by occupation...
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...Is Youth Culture Apathetic Towards the Modern Political Process? It is often said that young people lack interest and concern in politics, showing indifference to the modern political process. This claim will be explored in the context of contemporary Britain, acknowledging possible explanations for this apathy and analysing how recent trends may be affecting the level of political interest amongst the youth culture. The difference between old and modern politics will also be discussed, examining how this fits in with youth culture. To begin to acknoweldge why young people may be apathetic towards the modern political process, it is crucial to understand how the youth view politics and how these views have been acquired. For some it would seem that there is a definite lack of education in what politics is, rather than a complete lack of interest. The National Curriculum consists of 4 key stages and it is not until Citizenship lessons at key stage 3 (11 - 14 years old) that British children are taught "knowledge and understanding about becoming informed citizens" (National Curriculum Online: nc.uk.net) which includes topics on politics. Because of the legal obligations to schools to abide by the National Curriculum many find it difficult or impossible to offer content outside of its scope - the result being that only National Curriculum material is covered. In terms of political education, this means that many children have had no educational of politics since the introduction...
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...Kenya Vision 2030 REPUBLIC OF KENYA July - August, 2007 This publication is a summary of Kenya’s new long-term national planning strategy, officially known as Kenya Vision 2030. The publication briefly states the main goals of the Economic, Social and Political pillars that underpin the Vision 2030. It also provides a run-down of major, (or flagship) projects to be embarked upon in the Medium Term period of the Vision, i.e from 2008-2012. The final version of Vision 2030 will be completed after this and other consultations. Kenya Vision 2030 THE CONTEXT OF KENYA VISION 2030 Kenya Vision 2030 is the new country’s development blueprint covering the period 2008 to 2030. It aims at making Kenya a newly industrializing, “middle income country providing high quality life for all its citizens by the year 2030”. The Vision has been developed through an all-inclusive stakeholder consultative process, involving Kenyans from all parts of the country. The vision is based on three “pillars” namely; the economic pillar, the social pillar and the political pillar. This vision’s programme plan comes after the successful implementation of the Economic Recovery Strategy for Wealth and Employment Creation (ERS) which has seen the country’s economy back on the path to rapid growth since 2002, when GDP grew at 0.6% rising to 6.1% in 2006. The relationships between the pillars can be seen in Exhibit One below. The economic pillar aims at providing prosperity...
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...designed and crafted political campaigns that appealed and rallied the emotional side of supporters. Most of the occasions, contesting candidates would have carefully selected controversial policies that the majority were against, to garner support by invoking them to think that dethroning the current office would be “changing for the better”. Social Media experts would then exaggerate these feelings of unrest and protest in the undecided voters by publishing contents that citizens feel that are controversial. The reigning party would also, with the help of traditional social media, attempt to strengthen their foothold in the office by reinforcing the pathetic few policies that they have implemented during their term. Traditional social media has indeed played a pivotal role in all political elections all around the globe. However, with the ubiquity of smartphones and personal computers, coupled with a massive surge of online social platforms, the pivotal change of politics seem to lie in the hands of the party who knows how to play the game of IT. There have been numerous cases of cunning New Media ploys which parties have attempted in order to swing votes in their favour. In this critical, yet informative and engaging report, we aim to unveil the evil doings behind the subtle use of IT and new media platforms to propagate the masses of the 21st century citizens, thereby showing that IT has indeed and will increasingly affect the outcome of political...
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...Functions of political marketing are pre-requisites for successful political marketing management. The following 8 genreic functions are needed for successful political marketing. 1.Product function: In political practice,there should be an exchange between political parites and electorate in the electoral market. Like mainstream marketing each political party has to offer some product which they wanted to sell in the market place. E.g Good governace , or Obama’s change slogan. 2.Distribution function : It referes to the availability of exchange offer i.e Political product to the exchange partner i.e., electorate. 3. Cost function : In political marketing, cost function refers to the management of attitudinal and behavioural barriers of voters through calculated campaign strategies. The voter should receive all the information regarding the product without spending money for it. 4.Communication Function: Communication involves the function of informing the primary exchange partner of the offer and its availability. It is often seen as the heart of political marketing. For a political party, it implies, providing political content, political ideas and future and sense making of a complex political world programs but also aiding the interpretation Often the communication function involves simplification of political messages, concise political stand etc. The communication function interacts with the campaign delivery aspects of the distribution function-the latter provides...
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