INDICE: Introduction PART ONE: THE RISE OF MODERN POLITICAL COMMUNICATION 1. Birth and rise of political marketing in the United States I. THE GROUNDS FOR DEVELOPMENT OF MODERN POLITICAL MARKETING IN THE UNITED STATES A - The particular nature of the electoral system B - The tradition of elections for all public offices C - The early development of modern media in the United States II. THE MAIN STAGES IN THE EVOLUTION OF POLITICAL MARKETING IN THE UNITED STATESA - Infancy: 1952-1960 B - Adolescence: 1964/1976 C - Adulthood: political communication and campaigning in the United States since the 1980s PART TWO: THEFOUNDATIONS OF MODERN POLITICAL MARKETING 2. Political marketing: a global approach I - THE FOUNDATIONS OF POLITICAL MARKETING A - The originality of political marketing B - General rules of conduct in political marketing II - MAINS STAGES OF THE POLITICAL MARKETING PROCESS A - Planning a campaign strategy B -Devising tactics and implementing them: 'the campaign plan' 3. The means of analysis and information I - THE GENERAL OPERATIVE FRAMEWORK FOR INFORMATIONAL AND ANALYTICAL TOOLS A - The operational chronology of informational and analytical tools B - The kind of information expected II - THE DIFFERENT TYPES OF INFORMATIONAL AND ANALYTICAL TOOLS A - Past election results B - Opinion polls C - Other types of information and analysis tools PART THREE: POLITICAL MARKETING TOOLS 4. The traditional tools I - INTERACTIVE TOOLS A - Actual direct contacts with the voters B - Substitutes for direct contacts II - UNIDIRECTIONAL TOOLS A - Press and printed matter B - Posters and billboard advertising C - Miscellaneous advertising accessories 5. Audiovisual tools I THE COMPLEXITY OF PRACTICE OF THE AUDIOVISUAL MEANS BY POLITICAL COMMUNICATION A - Difficulties of using audiovisual means B - Media training arising from the difficulties ofusing audiovisual media II - PRINCIPAL APPLICATIONS OF AUDIOVISUAL MEANS TO POLITICAL COMMUNICATION A - The problem of access to audiovisual media B - Televised debates C - Televised newscasts D - Political commercials E - Non-directly political television programs 6. Direct marketing methods I - DIRECT MARKETING REDISCOVERS TRADITIONAL MEDIA A - Direct marketing by mail - or 'mailings'-: re-establishing a direct link B - Direct marketing by telephone, or phone marketing: re-discovering bidirectionality II - THE USE OF AUDIOVISUAL MEDIA FOR DIRECT MARKETING A - Direct marketing by television or radio B Videos 7. The growing importance of the Internet I - THE MULTIPLE ASPECTS OF THE INTERNET A Web 1.0: improved targeting and versatility B Web 2.0: from interactivity to'social' media C The Internet as a virtual pipe for other media II - THE MAINKINDS OF INTERNET USE FOR POLITICAL COMMUNICATION A - Institutional uses of the Internet: from the official party website to political spam B - Using the
- ISBN: 978-1-4443-3234-6
- Editorial: Wiley-Blackwell
- Encuadernacion: Cartoné
- Páginas: 296
- Fecha Publicación: 18/02/2011
- Nº Volúmenes: 1
- Idioma: Inglés