Chapter 1: Introduction
This chapter will introduce the reader to the overall outline of the book and the content to be covered. It will out
Each chapter will be discussed in brief and provide an overall road map for
the reader. Where necessary these outlines may provide some brief definitions that will help lay the foundation stones in the readers mind of the conceptual, empirical and practitioner areas that will be covered by the book.
It will conclude by summarising the overall objective of the book and what value the reader should expect to have from it by the conclusion.
Outline:
● Introduction
● Chapter overview
● Conclusion
Chapter 2: The Rebirth and Transformation of Political Advertising
This chapter starts with a very brief overview of political advertising and offers new definition of political advertising that incorporates the use of social media as a new delivery mechanism of the promise of the value exchange.
It will also discuss political exchange and the role
It then briefly discusses the role of political advertising in a political branding and CRM context, and how advertising is being used more and more as part of a broader IMC strategy.
It then looks into the role that political system has on the use of political advertising, such as on effectiveness, design or strategies. It also briefly considers the electoral event, be it a referendum or an election.
Next it defines and discusses the different types of media into two categories: heritage or old, or modern or new. A brief discussion and examples of the different perspectives that are considered in political advertising is then provided as this can assist the reader in understanding how even subtle changes in context can alter how political advertising is perceived and evaluated.
● Introduction & overview
● Political advertising in Political marketing campaigns:
o Background
▪ Use to communicate value offering
▪ Political exchange
● The Rise of Stakeholders in Political Advertising
▪ Actor-to-actor stakeholder model (Hughes 2016)
● Relationships and branding o Political branding
o CRM
o Advertising's role in a Political IMC Campaign
● Does the system matter?
o Compulsory v non-compulsory o Voting systems
o Political systems - the sociology perspective
● Heritage and New Media: Perspectives on political advertising
Chapter 3: The End of One Era, And the Start of a New
This chapter will start by examining some of the practitioner reasons and timeline in the change in political communication strategies
Next it will discuss why, using the latest research findings that utilised psychophysiological methods, that television advertising can no longer be used as
About the Author:
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.
