Political marketing and the 2015 UK general election. ([2016])

• Record Type: Book
• Further Information: Note: Editors, Darren G. Lilleker, Mark Pack.
• Editors: Lilleker, Darren G; Pack, Mark
• Contents: List of Contributors; List of Figures; List of Tables; Chapter 1: Introduction; 1 The UK Context; 2 Understanding the Campaign Through Political Marketing Research; References; Chapter 2: Election Strategies, Campaign Themes and Target Voters; 1 The Unofficial Long Campaign (April 2009-May 2015); Age of Austerity; Austerity-Lite; The Scottish Question; The Permanent Campaign; 2 The Short Campaign (March-May 2015); The Conservatives and the Crosby Strategy; Labour and the Axelrod Strategy; The Liberal Democrats and the Coetzee Strategy; The United Kingdom Independence Party. The Green Party Plaid Cymru; The Scottish National Party; 3 Conclusion; References; Chapter 3: Manifestos as an Extended Branding Campaign; 1 The Manifesto as Brand Projection; 2 The Manifestos Role in Promoting Economic Competence as Brand Identity; 3 The 2015 Manifestos as Mini-Campaigns and Media Events; 4 The Winning Manifesto; References; Chapter 4: Party Branding: A Case Study of Online Political Posters; 1 The Problem of the Political Brand; 2 Findings; 3 Conclusion; References; Chapter 5: Political Party Advertising and Marketing Strategies in the 2015 UK Election. 1 Core Contextual Influences on the Campaign Messages2 A Critical Synopsis of the Persuasiveness of Negative Attack Versus Positive Election Advertising Messages; 2.1 The Persuasiveness of Negative Attack Ad Messages; 2.2 The Influence of Positive Election Ad Messages; 3 The Conservative 2015 Advertising Campaign; 4 The Labour 2015 Advertising Campaign; 5 Analysis of the Conservative and Labour 2015 Advertising Campaigns; 5.1 The Conservative Advertising Campaign; 5.2 Labour's Advertising Campaign; 6 Conclusion; References; Chapter 6: Strategic Media Management. 1 The Role of Political Public Relations2 Party Media Priorities; 3 Carefully and Cautiously: Party Media Management Strategies; 4 A Question of Imbalance; 5 Market Failure or Marketing Failure; 6 Media Effects; 7 Conclusions; References; Chapter 7: Digital Political Marketing; 1 2010-2015 Digital Transitions; 1.1 Strategic Innovations: WebCameron Versus YouTube; 1.2 Central Party Websites, Email and Data; 2 Social Media and #GE2015; 2.1 'Britain's #hashtag Election'; 2.2 #JeSuisEd and #Millifandom: Grassroots Engagement; 2.3 Broadcast Versus Listening and Engagement. 2.4 Conversation, Broadcast, and Engagement2.5 Creating Activists Through Participation; 2.6 Sturgeon and Twitter Engagement; 3 Conclusions; References; Chapter 8: The Battle for Brighton: The View from Cyberspace; 1 The Context; 2 The Constituencies; 3 The Campaign on Twitter; 4 The Campaign on Facebook; 5 Non-party Campaigners; 6 The Social Media Campaign: The View from the Candidates and Journalists; 7 Conclusion; References; Chapter 9: Lessons for Political Marketing from 2015; Bibliography; Index.
• Publisher Details: London : Palgrave Macmillan
• Publication Date: 2016
• Extent: 1 online resource (xi, 151 pages)
• Subjects: 324.941/0905; Political campaigns -- Great Britain; POLITICAL SCIENCE -- Political Process -- Elections; POLITICAL SCIENCE -- Political Process -- General; Elections; Political campaigns; Great Britain; Electronic books; Electronic books; Elections, 2015
• Languages: English
• ISBNs: 9781137584403; 1137584408; 1137584394; 9781137584397
• Related ISBNs: 9781137584397
• Notes: Note: Includes bibliographical references (pages 143-145) and index.; Note: Online resource; title from PDF title page (EBSCO, viewed June 30, 2016).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.