Branding the Candidate: Marketing Strategies to Win Your Vote was written to empower voters to become sharper, more informed political consumers. It does that by taking a close look at political marketing strategies, especially those used by the Obama presidential campaign, which took marketing to a new level of sophistication.
Specifically, the book discusses the creation of the Obama brand; how the Obama campaign used database-driven, political microtargeting and high-tech digital media to reach various market segments; and the campaign's development and implementation of new political fundraising techniques. The book also discusses how a candidate who is created as a "brand" must cope with the challenges of "brand management" once in power. Finally, the authors counsel voters on how to arm themselves against the branding and marketing techniques that will be employed by candidates in the 2012 election, and they reflect on what the widespread extension of these techniques to the political process means for American democracy.
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In 2008, 69 million Americans voted for a presidential candidate about whom many knew very little. They did so, at least in part, because the Obama campaign built a "brand," including a logo, slogan, and narrative, using a combination of high-tech tools and proven marketing strategies to manipulate unwary voters.About the Author:
Lisa Spiller, PhD, is professor of marketing at Christopher Newport University in Newport News, VA. Dr. Spiller is coauthor of the widely acclaimed textbook, Contemporary Direct & Interactive Marketing, now in its second edition, and the author of many scholarly articles on direct and interactive marketing. She has received national, regional, and local awards for her teaching, mentoring, and leadership. Jeff Bergner, PhD, has served as staff director of the Senate Foreign Relations Committee and as assistant secretary of state. Dr. Bergner received his degree from Princeton University; has taught at the University of Pennsylvania, University of Michigan, Georgetown University, and Christopher Newport University; and has written widely on politics and foreign affairs.
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