Campaign Communication and Political Marketing

Philippe J. Maarek is a professor of information and communication science at the University of Paris East. He chairs the Section of Political Communication Research of the International Association for Media and Communication Research (IAMCR), and is former chair of the Research Committee in Political Communication of the International Political Science Association (IPSA). He is the founder and director of the Center for Comparative Studies in Political and Public Communication and is co-founder and former director of the Public and Political Communication Department at the University of Paris-East. He is on the editorial board of the International Journal of Press/Politics, European Journal of Communication, Central European Journal of Communication, the Spanish-language Estudios de Comunicacion Politica, and the Italian-language Communicazione Politica. Maarek is the author of Communication et Marketing de l'Homme Politique, (2007), and La Communication des élections présidentielles de 2007, participation ou représentation? (2009).

• Detailed Contents ixList of Figures xvList of Tables xviIntroduction 1Part I The rise of modern political communication 51 Birth and rise of political marketing in the United States 7Part II The foundations of modern political marketing 312 Political marketing: a global approach 333 The means of analysis and information 72Part III Political marketing tools 914 The traditional tools 935 Audiovisual tools 1136 Direct marketing methods 1407 The growing importance of the Internet 158Part IV The actual running of election campaigns 1778 Structure and organization of the campaign 1799 The particularities of local campaigns 220Conclusion: how to use this book … 232Appendix 1: Memorandum of Understanding between the Bush and Kerry Campaigns for the 2004 Televised Debates (extract) 237Appendix 2: Internet “Final Rules” decided by the Federal Elections Commission, March 27, 2006 244Bibliography 248Index 256

"This book provides a detailed and highly valuable account of the organizational processes that are driving these trends, but with important critical insights into improving the civic efficacy of political marketing."  (European Journal of Communication, 1 February 2013)"Maarek, Professor of Information and Communication Sciences at the Paris-East University, has authored various writings on political marketing, though this is perhaps his most comprehensive book on the subject to appear in English. . . This is an extensively well-researched and thorough book dealing with every level and stage of political campaigning." (The London School of Economics & Political Science, 7 August 2011)