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When politicians attack : party cohesion in the media
\"Fostering a positive brand name is the chief benefit parties provide for their members. They do this both by coordinating their activities in the legislative process and by communicating with voters. Whereas political scientists have generally focused on the former, dismissing partisan communication as cheap talk, this book argues that a party's ability to coordinate its communication has important implications for the study of politics. The macro-level institutional setting of a party's communication heavily influences that party's prospects for cohesive communication. Paradoxically, unified government presents the greatest challenge to unified communication within the president's party. As this book argues, the challenge stems primarily from two sources: the constitutional separation of powers and the intervening role of the news media. In this setting, internal disputes with the president or within the congressional majority are more likely to arise; these disputes are disproportionately likely to be featured by the news media, and stories of intra-party strife become the most credible and damaging type of partisan story\"-- Provided by publisher.
Book
The Persuasive Power of Campaign Advertising
The Persuasive Power of Campaign Advertisingoffers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them.The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that \"go viral\" on the web-which often leads to their replaying as television news stories, generating additional attention.It also features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.
eBook
Public perceptions of television and online political advertising
For decades, television has dominated political advertising, but that is changing due to the rise of advertising online and on social and digital media. How do people view online political advertising and how does this compare to their views of television advertising? To address these questions, we examine a nationally representative survey of 1200 U.S. adults that was fielded in February 2021. The survey contains an experiment in which the description of advertising (generic, television, or online) is altered. We find, in general, that people view online advertising more favorably than television advertising. We also find that, in some instances, age influences views of advertising. This study provides some of the first evidence of how Americans view online political advertising. Understanding what people think about online advertising can shed light on the potential impacts of online ad exposure, such as persuasion and participation, and people’s attitudes toward online advertising should inform proposals for its regulation.
Journal Article
Consumer democracy : the marketing of politics
\"This book argues that marketing is inherent in competitive democracy, explaining how we can make the consumer nature of competitive democracy better and more democratic. Margaret Scammell argues that consumer democracy should not be assumed to be inherently antithetical to \"proper\" political discourse and debate about the common good. Instead, Scammell argues that we should seek to understand it - to create marketing-literate criticism that can distinguish between democratically good and bad campaigns, and between shallow, cynical packaging and campaigns that at least aspire to be responsive, engender citizen participation, and enable accountability. Further, we can take important lessons from commercial marketing: enjoyment matters; what citizens think and feel matters; and, just as in commercial markets, structure is key - the type of political marketing will be affected by the conditions of competition\"-- Provided by publisher.
BOOK
The role of social media ads for election outcomes: Evidence from the 2021 German election
Social media ads have become a key communication channel in politics. However, the relationship between political ads from social media and election outcomes is not fully understood. Here, we aim to estimate the association between online political advertising and election outcomes during the 2021 German federal election. For this, we analyze a large-scale dataset of 21,641 political ads from Facebook and Instagram that received ≈126 million impressions. Using regression analysis, we show that political advertising on social media has a positive relationship with a candidate’s election outcome and may even sway elections. All else equal, ≈200,000 additional impressions are predicted to increase a candidate’s votes by 2.1%. We further use a causal sensitivity analysis to evaluate how unobserved confounding may affect our estimates. We find that the estimated impact of ads cannot be reasonably explained away, highlighting the significance of social media for election outcomes.
Journal Article
Cues that Matter: How Political Ads Prime Racial Attitudes During Campaigns
Recent evidence suggests that elites can capitalize on preexisting linkages between issues and social groups to alter the criteria citizens use to make political decisions. In particular, studies have shown that subtle racial cues in campaign communications may activate racial attitudes, thereby altering the foundations of mass political decision making. However, the precise psychological mechanism by which such attitudes are activated has not been empirically demonstrated, and the range of implicit cues powerful enough to produce this effect is still unknown. In an experiment, we tested whether subtle racial cues embedded in political advertisements prime racial attitudes as predictors of candidate preference by making them more accessible in memory. Results show that a wide range of implicit race cues can prime racial attitudes and that cognitive accessibility mediates the effect. Furthermore, counter-stereotypic cues—especially those implying blacks are deserving of government resources—dampen racial priming, suggesting that the meaning drawn from the visual/narrative pairing in an advertisement, and not simply the presence of black images, triggers the effect.
Journal Article
The Marketing Revolution in Politics
In 2008, Barack Obama’s presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it comes to effective branding, advertising, and relationship-building.
The challenges facing a presidential campaign may be unique to the political arena, but the creative solutions are not. The Marketing Revolution in Politics shows how recent US presidential campaigns have adopted the latest marketing techniques and how organizations in the for-profit and non-profit sectors can benefit from their example. Distilling the marketing practices of successful political campaigns down into seven key lessons, Bruce I. Newman shows how organizations of any size can apply the same innovative, creative, and cost-effective marketing tactics as today’s presidential hopefuls.
A compelling study of marketing in the make-or-break world of American politics, this book should be a must-read for managers, students of marketing and political marketing, and anyone interested in learning more about how presidential campaigns operate.
Winner of the 2016 International Book Award in the Business: Marketing & Advertising category.
eBook