Market Driven Political Advertising

Andrew Hughes is a lecturer in Marketing at the Australian National University (ANU) in Canberra. His research examines the role of stakeholders in political marketing, political advertising, leader brands, and how consumers respond emotionally to different information types. His thesis was nominated for ANU’s prestigious prize, the J.G. Crawford Award.

• 1. Introduction and Outline.- 2. The Relationship between Value Co-Creation, Exchange and Stakeholders.- 3. The Theory and the Practice of Political Advertising.- 4. Weapons of Mass Consumption: Social and Digital Media in Political Campaigns.- 5.Social and Digital Media: Creating, Engaging and Motivating Relationships.- 6. Mobile Political Marketing and Mobile Political Advertising.- 7. Political Advertising: Practitioner Lessons for 2018 and Beyond.- 8. The Future: Directions for Researchers and Practitioners.

“Researchers in political disciplines and those interested in the dynamic environment surrounding politics might find this useful.” (Ludwig Dischner, CBQ Communication Booknotes Quarterly, Vol. 51 (3-4), 2020)