Branding the Candidate: Marketing Strategies to Win Your Vote (Praeger Studies in Political Communication)

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9780313394041: Branding the Candidate: Marketing Strategies to Win Your Vote (Praeger Studies in Political Communication)

American voters will be empowered by this revealing, behind-the-scene exposť of the marketing strategies and tactics political candidates use to win their hearts, minds, donations, and votes.


∑ "Promise meters" with which to evaluate candidate campaign promises and marketing strategies

∑ Charts and tables that summarize information about political marketing, including presidential campaign slogans, political fundraising regulations, and results

∑ Sidebars highlighting campaign quotes and calling out key points

∑ Enlightening, chapter-by-chapter summaries of lessons learned to empower voters to resist political campaign marketing manipulation

"synopsis" may belong to another edition of this title.

Book Description:

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, Newport News, VA.

Jeff Bergner, PhD, has served as staff director of the Senate Foreign Relations Committee and as assistant secretary of state.

"About this title" may belong to another edition of this title.

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