By Darren G. Lilleker, Mark Pack (eds.)
This e-book brings jointly top students to investigate political advertising and marketing within the context of the united kingdom 2015 normal Election. Election campaigns characterize a time of excessive advertising, together with: the verbal exchange of occasion, celebration chief and candidate manufacturers; the layout and dissemination of key messages and coverage proposals; identity of objective citizens; starting off thoughts for the crusade; and translating suggestions into particular conversation strategies. every one bankruptcy of this booklet has been particularly commissioned to target the sort of points of the crusade (targeted campaigning, branding, middle messages, ads, media administration, on-line campaigning and the crusade within the marginal seats). the gathering bargains insights into the main attention-grabbing and leading edge facets of the 2015 election crusade, opting for how degrees events with differing source strategy elections and with what affects, in addition to what we will be able to examine extra commonly approximately advertising at common elections. The chapters are constructed to make the subject obtainable to non-scholars and to have real-world relevance.
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Example text
This resulted in the manifesto appearing to be at odds with some of Ed Miliband’s public pronouncements, so making it difficult for the party to project a clear message on the deficit (Wintour 2015). The manifesto of the Conservatives’ junior coalition partner from 2010 to 2015, the Liberal Democrats, also devoted a considerable amount of content to the economy. However, the treatment of it was divided into two sections, ‘responsible finances’ and ‘prosperity for all’, with the latter being more than twice as long (Liberal Democrats 2015a).
Characterized by the prominent role played by political consultants in governing; the extensive use of market research; the pre-occupation with ongoing fundraising; and an increased emphasis on image, presentation, voter perceptions and media management (Needham 2005) the permanent campaign model has been widely exported (Sparrow and Turner 2001). The long campaign is both a manifestation and an integral feature of permanent campaigning. Another important point, neglected within the existing political communication and political marketing literature—if not the political science literature, for example, the ‘statecraft’ (Bulpitt 1986) and ‘adaptation model’ (Heppell 2014)—is that the governing party’s legislative programme can play a decisive role in the permanent campaign.
This, in turn, encouraged speculation about what difference, if any, the political consultants hired by the three main political parties would make. The Conservatives and the Crosby Strategy The Australian Lynton Crosby, often referred to as the ‘Wizard of Oz’, was employed by the Conservatives as director of election strategy in 2012 and was joined the following year by American Jim Messina who was part of the Barack Obama campaign team in the 2008 and 2012. Cognisant that the Conservatives had failed to secure a majority in 2010 and that the party had not won a general election since 1992, Crosby’s 40–40 strategy involved targeting 40 seats, particularly those held by the Liberal Democrats, and defending a further 40 seats against Labour.
