marketing report completed

8/23/2019 Marketing Report Completed

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The Imp

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Contents

Acknowledgments 5

Abstract/ Executive Summary 6

Introduction (Political Marketing/Propaganda/Product) 6

Methodology 7

Results/Findings 8

Finance (Price) 8 - 9

Targeting/Segmentation/Positioning - (Price/People/Place) 9 - 10

Advertisement - (Promotion/Place) 10 - 13

Negative Campaigning - (Product/Promotion/Process) 13 -16

Conclusions 16 - 18

Future Developments 18

Appendix One: Issues & Advertising Figures

Spending For Both Parties 19

Issues (Voting, Transportation & Trade) 20

Issues (Tort Reform, Taxes, Supreme Court) 21

Issues (Spanish, Social Security, Public Safety) 22

Issues (Prescription Drugs, Other, Nursing Homes) 23

Issues (National Defence, Medicare, Jobs) 24

Issues (Iraq War, International Affairs, Immigration) 25

Issues (Healthcare, Gun Control, Global Warming) 26Issues (Gas/Oil, Energy/Environment, Education) 27

Issues (Vitae Society, Budget, Abortion) 28

Advertisers (Barak Obama, John McCain, DNC) 29

Advertisers (RNC, AFL-CIO, AARP) 30

Advertisers (Afscme, American Issue Project,

American Liberties Coalition) 31

Advertisers (Black Entertainment Television,

BornAliveTruth.org, Brave New PAC) 32Advertisers (Bring Ohio Bank, California Nurses


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association, Campaign Money Watch) 33

Advertisers (Committee For Truth In Politics,

VateVets, Winning Message Action Fund) 34

Advertisers (Common Sense Issues, Defending

of Wild Life, Denver Group) 35

Advertisers (Doug Wormington, Employee FreedomAction Committee, Family Research Council) 36

Advertisers (Foundation of Life, Friends of The Earth,

HealthCare First) 37

Advertisers (Healthcare for America Now, Judicial

Confirmation Network, Let Freedom Ring) 38

Advertisers (Mathew 25 Network, Mayors Against

Illegal Guns, Missouri Right To Life) 39

Advertisers (MoveOn.org, National Pro Life Alliance,

National Republican Trust) 40

Advertisers (National Rifle Association, One Campaign,Our County Deserves Better) 41

Advertisers (Pennsylvania Republican Party,

Ph For America, Planned Parenthood) 42

Advertisers (Power PAC, Progressive Future, Progressive

Media USA) 43

Advertisers (Republican Jewish Coalition,

RightChange.com, S.E.I.U) 44

Advertisers (Strong American Schools, T.Boone Pickens,

Tim DAnnunzio) 45

Advertisers (Trust In Strong Business,TruthChangeHope.org, U.F.C.W) 46

Advertisers (UltraCleanFeuls.com, United Auto Workers,

Vets For Freedom) 47

Explanation of Figures 48

Appendix Two: Party Ideologies

Images of Barack Obama & John McCain 49 - 50

(Votes Gained)

Appendix Three: Marketing Techniques

Logos & Ideology (Policies) 50

Advertisements (Democrats) 52

Advertisements (Republicans) 53

Facebook (Democrats) 54

Facebook (Republicans) 55

Advertising (YouTube) 56


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Appendix Four: Models Applicable

Communication Models:

The Public Engagement Model 57

Obamas Campaign Hub & Spoke Model 57

Awareness, Retention & Acquisition Model 57

Integrated Marketing Communication Model 58

The Marketing Communication System 58

Brand Communication Model 59

Engagement Push/Pull Model 59

Communication Field Model 60(Elements In The Communication Process)

Lee Marshement Model 60

Product Models:

Core, Actual & Augmented Product Model 61

Product Development & Communication Channel 62

Product Life Cycle 63

Boston Matrix 63

Appendix Five: Marketing Mix Models

The Seven Ps 64

The Four/Five Ds Models 64

Bibliography/References 65

Personal Statement 66 67


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Acknowledgements

I am indebted to the following colleagues for their advice, assistance and continual support.

I would like to firstly thank Nicholas. J OShaughnessy for his help with the political aspects

of marketing and his interest in our work, which gave us faith to work hard and make this a

success, and Michael Heller for his continued support during the course and help as this

report could not have been possible without his contributions.

I thank my friends and family, specifically my parent for having faith in me to do well and

achieve, and I believe its their blessing I have come far in success.

Lastly, I would like to thanks the contributions of my group members, for enjoying working

with me as I did, during the presentation as this was the reason I was able to produce this

piece of work so confidently.


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Abstract/Executive Summary

In general the following paper looks to explore methods of marketing used by the Democrat

and Republican Parties, and how these political parties used aspects of marketing in their

campaigns during the 2008 presidential elections to influence the vote. Discussions regarding

the nature of political marketing, how it has redefined political campaigning, and propaganda

strategies used in the campaign will also be identified, analysed and concluded relating them

to the Marketing Mix Model.

Introduction (Political Marketing/Propaganda/Products)

The issues regarding political marketing occasionally referred to as propaganda, have become

heated topics for academic study and political practices worldwide. There

has been serious debate over terminology referred to voters as consumers,

the political systems as markets and policies as products, along with

discussions of promises which require action and delivery of these pledges by governments.

This is the assumed attitude needed for electoral success in gaining votes and attaining

political office in a highly volatile, unpredictable and fluid market.

American Political Marketing tends to be dominated by two main

parties, Republicans (1854) and Democrats (1828 Modern, 1792

Historic), which stand a chance of winning political office. Others

which participate are Libertarian Party (1971), Constitution Party

(1992), and Green Party (1996). The brand is constructed of

aspects from the presidential candidate, party stance, party logo,

and presidential logo. The candidate is seen as the embodiment of party values.


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Modern political advertising is exercised through a variety of communications, such as

television, radio, direct mail, with the recent emergence of internet marketing ultimately

becoming centre of propaganda for political campaigns. As advanced marketing techniques

are introduced, the money spent on these techniques also increases. It has been argued

continually, that these high costs are a result of high investments in television advertising,

initially comprising as the most significant aspect of political campaigning expenditure.

Research suggests that success of political campaigning in the United States lies in

propaganda advertisements; hence the wealth of candidates and parties must reflect levels of

campaigning desired.

The importance of swing votes, swing states and late decider votes should not be excluded,

(Lock and Harris, 1996; Young, 2002), and is crucial these groups are targeted and

propaganda is tailored towards them.

Methodology

Research was conducted on marketing activities for both Republicans and Democrats.

Limited access was granted to internal documentation, databases and research for these

parties, with further information obtained through interviews and meetings with political

marketing experts on issues regarding the level of accountability and practice of a range of

commercial and political marketing. Research was also obtained on attitudes towards

marketing techniques and potential gaps or barriers perceived to be present in their

application.

As preliminary forms of research these required careful analysis. I sought clarification on the

information available at private disposal regarding marketing decisions and performance

reviews as aspects of political propaganda.


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Results/Findings

Both Democrats and Republicans claimed to have exerted campaign metrics to some

extent/form. It was expressed that tracking progress of activities, improved efficiency and

effectiveness of not just the election campaign, but the permanent campaign. Marketing

efficiency was considered priority for both parties, as errors could give the opposition an

advantage.

The findings were broad where each segment of research was analysed and presented

separately, due to the vast amount of information collected.

Finance (Price)

Figures for the presidential election illustrate both candidates differed

significantly in the capacity of financial resources available. Barack

Obama (Democrat) alone spent $600 million on 35 advertisements; where

John McCain (Republican) raised $300 million, also broadcasting 35 advertisements. Obama

raising more money than McCain in funding enjoyed a much relaxed financial budget

allowing effective communication and accomplishing a successful campaign, hence McCain

lacked the aptitude to give Obama a competitive run for presidency.

Broadcasting Televisions adverts alone accounted for $450 million combined. Obama spent

$235,974,838 on broadcasting adverts, in contrast to $125,530,148 by McCain. Obamas

figures for the National Market Area registered $21,233,614 and Cable Market Area

$9,863,054. McCain again deprived the ease of spending, with National Market Area


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accounting for $11,265,243 and Cable Market Area $3,961,876. The figures illustrate vast

divergence in budgets, as it was clear finance used to colossal extent in marketing affected

ways in which communication significantly impacted on information propagated regarding

candidates.

Targeting/Segmentation/Positioning (Price/People/Place)

In political marketing and marketing in general, targeting

needs to be carefully considered as mistakes prove to be

very fatal to a campaign. It was carefully measured when

distributing advertising literature to whom it should be distributed, including specific states

and precise groups, who were heavily targeted for advertisements, but at the same time, other

states received little, if not any campaign advertising at all.

The States targeted were categorized Blue and Red states, referring Blue to Democrat

states and Red to Republican states. Obama targeted states such as Florida and California,

which accommodated supporters of the Democratic Party, consisting of Hispanics and

African Americans. The audience of these states traditionally voted Democrat due to the

appeal of their policies prioritizing issues of Healthcare, Jobs and Taxes, favouring the

working class. This was the stances the Democratic Party exploited.

The Republicans were favoured more in southern states, consisting of mainly white Christian

conservatives, who tended to historically vote Republican religiously. This was due to

policies which appealed to higher classes prioritizing Gas/Oil, Energy/Environment and

Budget. It still proves controversial why majority of middle working class white conservative

communities continue to vote Republican where they exercised limited propaganda. This is

due to the bequest of the southern civil war and slavery holding significant influence in

southern states.


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Florida and Virginia were focal concern for both parties, as these were considered swing

states, occupying the votes which could tilt the election in favour of one or the other party.

Most campaign efforts were positioned in direction of these two states which required firm

targeting to influence the vote. Chicago was strongly targeted, more by the Democrats than

Republicans, for reasons of gaining valuable swing votes. It was proclaimed worthless

targeting such states prior to campaigning, if nothing was expected to be gained from their

vote banks.

The easiest targets were candidate home states, which for Obama was Illinois and McCain

Arizona. These also heavily targeted are historically almost always won by home candidates.

The notion Get Out The Vote played a huge role accumulating votes. This is when political

parties campaign to motivate voters to go out and vote on Election Day. This was targeted at

the youth by Obama, where he cleverly associated himself As The Candidate of The

Young, relating himself to the younger generation. The turnout of younger, traditionally

none voting groups was recorded in higher frequencies as a result.

The key in getting the vote out was to be as personal as possible. Chicago was regarded as a

Big Political Machine used by Obama as a key state to physically, get the vote out and

increase local participation through personal selling.

Advertisement (Promotion/Place)

Advertisements are core for lucrative political

campaigning. As mentioned earlier, the largest fraction of

budget was entitled to advertising candidates. Both

parties spent vast amounts of capital advertising, but it was the methods used which gave one

substantial advantage over the other.


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Obama advertised more effectively then

McCain, due to a larger budget, but also

distinguished himself from his opponents by

using more modern forms of promotion. This

included the elevated use of the internet, where

networks like Facebook, YouTube and Twitter along others proved very effective in

mobilising vote. Obama further marketed through the use of 21st Century Campaign, which

was how Democrats referred to the agitation.

The cost of political advertising demonstrated the ability to reach phenomenal levels, where

$600 million alone was spent by Obama and half that amount spent by McCain, UK

elections, where far less capital is involved with fewer advertisements produced.

Advertisements also appeared during programmes, lasting between 30 60 seconds, where

candidates boasted the perfect personality to hold office and mentioned a brief explanation of

their policies, again exercised in the UK, but not to the same extent as in the US.

Both parties applied use of commercial media in their campaigns, more in the case of Obama

then McCain. The campaigns also used several other forms of communication, such as

propaganda literature, which was heavily used by both

parties. This was paired with targeting where literature

distributed to explicit states deemed strategically

significant, contrasted to others deemed insignificant

receiving limited or no propaganda literature.

Locations where Obama heavily distributed literature were Florida, California and the swing

states where mobilisation was crucial.


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Other forms of literature unspecified by the media having been employed included leaflets

showing lies and false statements regarding Obama by

Republicans, and Obamas reply to criticisms. Hand

written postcards distributed through the mail along with

latter forms of literature expressed party commitment.

Florida also received obscured racially orientated propaganda which again was unstated by

the media.

Personalised telephone calls to key state residence aimed at influencing views on the vote,

along with personalised web adverts electronically, which presented viewers names

incorporated in commercials entitled Obama & You.

Understanding the context of advertisements for political marketing is of huge significance,

as all types of organisations contributed to marketing for candidates. American companies

contributed immensely lobbying pressure groups, with numerous associates forming

independent 30 60 second adverts which were broadcasted.

One example would be an anti sanitarian advert showing the

head of a moose on the wall suddenly begins convincing the

audience not to vote Republican, because its the reason it was

shot and hung as a celebration trophy (MoveOn.org). A similar

one on a website, where clicking different pieces of furniture unfolded scary aspects, for

example clicking the door, a Bambi dear appeared and suddenly was shot (Jibjab.com). These

adverts conveyed cultural and social contexts proving effective inducing voters. Saturday

night programmes also hosted numerous events where politics befell centre of discussion.


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McCains campaign advertisements were influential, but with a

different approach. There was one video produced by an army

corporal on YouTube propagating McCain, witnessing 11

million hits. This expressed ease for ordinary visible individuals

to influence the campaign by such simple means as YouTube.

These events act contextually and not as formal facets of electoral campaigning yet were

significant in marketing party brand and candidate standing.

The music industry contributed where Will I Am sang along to the words of one of

Obamas Speeches. This was effective in rallying youth support for Obama influenced by

music. These again were just contributions, not part of the formal campaign.

Moreover advertisements were targeted at the youth in more psychological routines. There

were adverts where the youth were persuaded to convince their parents to vote Democrat.

This innovative technique used children to get adults to turn in the vote. This was aiming

propaganda at groups which hardly voted at all, individuals who were in their early 20s, or

attending college. This as mentioned before, resulted in high turnovers of their votes as

Obamas campaign took keen interest and directed advertisements towards them through

means of technology as Facebook, YouTube, Twitter, etc.

Negative Campaigning (Product/Promotion/Process)

Negative campaigns play a major role in American politics. It has been the

basis of American political marketing for the past 30 years, where

candidates are attacked by their oppositions in order to hinder support. In

recent years parties exerted this extensively; startlingly this campaign saw more from

Republicans and far less from Democrats.


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McCain concentrated more on negative campaigning, where Obama avoided these tactics.

Nonetheless Obama maintained defensive, rapidly responding to ways in which Republicans

criticised his position. It is absolutely critical in politics to respond to criticisms if support is

not to be dented. It was important for both candidates to be aware of what the opposition was

saying regarding their status, and be able to deliver cut-throat responses preventing their

positions being compromised.

Negative propaganda is regarded as the most detrimental form of attack in terms of political

marketing and promotion. Obama was attacked several times on his heritage and education in

order to link him to terrorists. Accusations that Obama was educated in a Madrasa were

perceived lies as he received schooling in Jakarta Indonesia, and Madrasa was just the Arabic

term for school. This was a deliberate misrepresentation to link Obama to terrorism and

jeopardise support. This was also the case with the Weathermen, a left-wing terrorist

organisation as one of their members sat on a committee with Obama in Chicago. This was

because they were influential figures in Chicago, and was again an attempt to link Obama to

terrorist affiliations.

Obama was also attacked with religious rumours claiming he was Muslim, which contributed

to the negative strategy wielded by the Republicans.

The Republicans were responsible for their own negative campaigning turbulence,

experiencing popularity gradually vanish over the campaigning period. The fact that McCain

was not bred Republican suggested he shared much of Obamas Democratic ideology,

presenting exertion in distinguishing his principles from stance as Republican.

Quoted when women in the legislature cited criticism of Obama, McCain replied, No Mam,

hes a good American family man with who I happen to have some political disagreements.

McCain could not be perceived immoderate, but clearly fought a more negative campaign.


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McCains following mistake was appointing Sarah Palin, who rapidly established herself as

typhoid Mary, lacking knowledge, referring to Africa as a country and assuming foreign

policy was important as Alaska paralleled Russia.

Obama was targeted when affiliations to Past to Right statements flamed debate. Statements

following 9/11 quoted, 9/11 was the sight of chickens coming home to roost considered

interesting, but not something to be affiliated with when dealing politically.

Statements were flared again, quoting, Not God Bless America, God Damn America

subjugated by the Republicans to gain an advantage over Obama, and continued showing

these statements as people forgot or undermined its importance. These were released into the

press where Obamas affiliation with such figures brought about a negative image, and was

not helped by statements from the first lady suggesting she felt proud to be American for the

first time.

The most significant tactic used by the Republicans out of desperation, was embracing Joe

the plumber, who asked Obama at a rally whether he will raise taxes, expressing how difficult

it was for manual skilled workers in the US. The Republicans adopted this as their campaign,

where an advert based on the scene from Spartacus (1960) where the Romans nailed the

slaves demanding Who is Spartacus?, and they replied I am Spartacus one after the other,

renovated Joe the plumber resembling Spartacus.

Eventually, it backfired as Joe the plumber was not a qualified skilled worker, and when he

was summoned at the rally, he was not present.

Many of these events mentioned are what gate crash campaigns if situations are not

responded to.


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Conclusions

This campaign has redefined political campaigning for all time, not just traditional methods,

but newer technologies and media used for advertising. The script of advanced marketing by

the Democrats, has rewritten the methods used by such figures as Hitler, where propaganda

exerted through, films, movies and literature commanded superiority.

For example in 2004, the concept of websites labelled Little Big Footballs, which proposed

casting doubts on Democrats were of particular importance. There were counter issues raised

about the missed year from the air force by George Bush, for which time he was receiving

alcohol treatment. This was circulated on websites titled Football and Others, and later fed

into the media appearing on football shows.

Moving towards a conclusion, Obamas campaign was better financed and better organised

compared to McCains. It concentrated less on negative approach, in contrast to McCain who

used several coded references and subtexts to attack Obama. The general idea behind

extensive negative campaigning was to desperately create the notion of something very

unwholesome about Obama.

Negativity is observed as the main stance of American politics for the past 30 years. Obama

utilized this, but not to the same extent as McCain, and certainly not the same quantity where

hard hitting attacks in advertisements were used as negative strategy. It was observed that

colour influenced the campaign quiet significantly, and hype of First African American

President, gave rise to Obamas popularity.

The negative aspects of political marketing suggest in the very beginning situations that

emerge to be very fluid compared to consumer marketing, which may suffer ups and downs,

but negotiates free from external events which potentially gate crash whole campaigns, as it


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occurs in political marketing. An example is the Past to Right issue which later outlined

Obama a different generation to Past to Right.

Obama was quick responding to criticisms, in contrast to when Swift Boat Veterans accused

John Kerry of lying to get his medals, which was a fabrication as he obtained his medals in a

heroic way. He squandered his advantage when failing to respond to criticisms made against

him. As these accusations are administered by marketing professionals, it was important for

Obama to establish these rapid responses as a frequent element of his campaign.

Kerry was damaged further by doctored photographs with James Konda. Nixon also suffered

negative propaganda facing claims of an illigemate child involving a mistress. The Mama

wheres my pa, gone to the white house advert was to hinder his support during the 19th

Century.

Obama on the other hand managed to campaign without losing his dignity, whereas Hilary

lost hers in the primaries. This is important when running for the US presidency. Obama was

clever not falling into such traps as its difficult not to when opposition come in aggressively

with negative propaganda.

A problem Obama faced in gaining support was not race, but intellect, as Americans

experienced difficulty imagining a pat on the back getting drunk with him, but imagined

having an elevated conversation instead. This transpired the success enjoyed by George Bush,

as he mounted the image well passing the beer test.

The Candidates have always represented the British Isles which again were used forms of

negative campaigning. Rudy Giuliani and J F Kennedy dealing with their Catholic decent

exemplify this aspect. Kenya being part of the British Empire and Obama born in Hawaii, yet

shielded his decent in the campaign, which previously mentioned was attacked frequently.


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Future Developments

American culture accessing past campaigns has undergone an evolution, speculating Obama

in childrens books portraying him an American Hero. He is set targets that seem

potentially beyond the capabilities of anyone, which worries supporters.

The revolution can identify the inauguration of an African American president as the

beginning of the end of racial differences portrayed by the slave legacy. Media has also

developed as modern propaganda exercised via the internet was prominently employed.

It brings attention to Obama lacking historical experience of being black in America and will

struggle understanding black communities contrasting Kenyan tribes. Similarly worth

reflecting upon is generational conflict of the 1960s withheld by Bush Senior, Kerry,

Kennedy and Clinton which Obama lacks in very raw form. Obama considered as pre 60s,

rejects war ideology, which may prove a fresher beginning not influenced by Civil war,

where Clinton represented the 60s generation more significantly.

It was stated, Colin Powel was considered capable for first African American president, but

his wifes fear of assassination which never lead to his appointment.

Lastly, Republicans and their ability to create false consciousness among the American white

working class is credible, where they offer them no benefits, such as free healthcare, taxation,

wages or big increases in funded communities, yet they still vote Republican. This can credit

Nixons southern strategy of the 1960s, where Democrats adapted civil rights leaving

Republicans alienated. Reagans 1980s Blue Woo also advertised mobilisation of

Republican votes among manual working class, and white conservatives who voted for

McCain. As years render, astonishingly there remains a parallel among states voting

Republican and the confederates of the civil war.


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Appendix One: Issues & Advertising Figures


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The statistics presented demonstrate the level of finance used not only by the political parties,

but also the pressure groups and several participating businesses, which spent vast portions of

wealth and capital supporting their candidates.

Not all diagrams are useful in suggesting the fiscal nature of campaigning, but instead

suggest the level of activity that took place internally which is not transparent unless looked

into deeply.

The tables show how many advertisers were present when campaigning, and how well each

issue was campaigned. For example the democrats campaigned more in policies which

appealed to their target market, such as Hispanics, Black communities and minority groups,

where the Republicans campaigned more for policies which appealed to more to higher

classes and white conservatives.


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Barack Obama (De

Party Candida

The map above shows the voting

and by whom they were won. It is

won more votes along the coastal

are located; McCain won his vote

where the population consist

conservatives, who have traditiona

49

ix Two: Party Ideologi

mocrat

e)

John McCain (Re

Party Candid

elegates won in each state,

illustrated here that Obama

ines where minority groups

among the Southern states,

more white Christian

lly voted Democrat.

Abov

of

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candi

camp

electi

we

Oba

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the

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e are the images

the two

ential

ates which

igned in the

n. On the left

have Barack

a, the current

esident, and on

ight we have

McCain thelican.


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Democratic Pa

Logo

The logo for the Democrat part

when a cartoon titled A Modern B

Ass" depicting a live jackass kicki

when the affiliation with this

Although, the party has never ado

but continues to it in order to identi

Illustrated above are ideologies that

the ideology followed by the Repu

view and only 4% actually share the

are categorised unsure. On the left

liberal view, but there is also a large

that the future may see conservative

far from the majority held by the lib

50

Ideology

rty Republica

Log

was formed

alaam and his

ng a lion was

logo began.

ted the logo,

y themselves.

The logo for the Republic

primarily the elephant, but wa

was scrutinised for being simil

rooster. The elephant was ad

logo of the brand which leads t

Bush winning majority vote in

relate to both the Democrat and Republican Pa

licans where the majority (61%) of the party f

ideology of loose constructionist. In the middle

is the diagram suggesting the majority of De

proportion which follows the Conservative vie

groups grow among the Democrats as they hold

rals.

On the left is a graph illustr

which tend to dominate th

and what is considered whe

in order to gain support in

These are also ideologies w

when presented as the party

to the electorate. These c

marketing when the right

relating it to the party for

vote in their favour.

Party

an Party was not

s eagle, which later

ar to the Democrats

pted as the official

o such candidates as

lections.

rties. On the right is

llow a conservative

re other people who

ocrats following a

. It can be predicted

a strong portion, not

ating the ideologies

marketing agenda

marketing policies

electoral campaign.

hich bring in votes

anifesto publically

ntribute greatly in

issue is promoted

hich people would


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Appendix Three: Marketing Techniques

On the left is a sequence of images

which were adopted as the

Republicans aimed to influence

not just their traditional market of

white southern Christians, but also

people of ethnic minorities, where

the use of such symbols as the

Islamic moon and star, and

Egyptian sign for the sun god Ra

were adopted. Social symbols such

as a Champaign class and sporty

images such as a parachute were

also used, also in among the

images illustrated on the left.

These on the right are logos and

images of other parties which

campaigned during the election,

but held a less of a chance of

actually influencing the

electorate due to reduced

budgets, and also the reputationof the main two parties which

have traditionally consummated

the attention of the media and

public eyes.

On the right are the developments of the presidential seal, including the one which Barack Obama

has designed for his specific office in reign. This is one aspect of what compromises as the brand

of the party, and also as the brand of the candidate when and if they win the election.


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Democrat Advertisements

As there were a number of advertisements used during the campaign, above are a few which influenced the

votes highly for the Democrat Party. As mentioned in the report there was one with the moose which begins

talking and convincing the audience to vote Democrat as voting for the Republican was the reason he was shot

and hung on the wall.

Above are others which were used as forms of negative campaigning as well as to improve the chances of

Obama winning and influence the vote.

There were many more adverts, but for those to be included, it would require an appendix alone just

documenting these advertisements.


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Republican Advertisements

The Republicans also used advertisements aiming to influence the vote. On the bottom left is the advert

mentioned in the report where McCain used an army corporal to advertise and propagate himself on YouTube.

Most of these adverts were made by ordinary visible individuals with no ties to broadcasters, yet still managed

to influence the vote with such simple means as YouTube.

The Republicans used negative campaigning to a much elevated extent where they criticised Obama and also

criticised his partners and associates, linking him with an image where negativity blurred the audiences view.

Lastly there were also adverts where Joe the plumber was incorporated and this is also located above the advert

of the soldier, titled Voter Alert


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Democrat Facebook

Here above are two images of the campaigning exerted by the Democrats on Facebook. This was aimed at the

youth who were surveyed to have frequently used this site to interact with friends and family as well as

socialising by joining groups and adding applications. The first image shows only one of several groups

published on Facebook promoting Obama and how his personality fits the perfect presidential candidate.

The second images below, is showing the several other groups which produced results when searching for

Democrats on Facebook. Again this expresses the extent to which the party as well as Obama were advertised

and targeted at the youth and what influenced the younger generation to vote.


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Republican Facebook

Above are images illustrating how the Republicans rallied support, also targeting the young, but lacking the

personality to relate to the younger generation. These groups were also less professionally published and also

lacked the expert marketing concepts which the Democrat groups on the network presented.

Lastly, these groups were also low in quality as these were created by less professional individuals and by

people who just supported them and lacked marketing knowledge, as what to market, and how to target certain

groups.


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YouTube Advertising

Due to the vast number of advertisements available on YouTube, it was not possible to add them all to this

appendix, but just looking at the front page alone suggests the impact of the elections promoted. This was again

a strategy used to influence the users to search for videos on the parties and the election which would allow

propaganda to be viewed and influence the vote.

Again all aspects of marketing mentioned in this section and the previous sections all were due to the need for

influence the vote widely and to guarantee as many votes as possible.


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Appendix Four: Models Applicable

Communication Models

The Public Engagement Model:

Sphere for Cross Influence.

This model illustrates different

levels of communication which

are used to inform the public of

the product or service being

marketed. This was similar to

what the Obama campaign used

to get their messages and theirpolicies out to influence the vote.

Below is one which resembles

more closely to what Obama

focused on.

Obama Campaigns Hub & Spoke

Model.

This model illustrates what can be

deemed the main forms of

communications which Obama used.

These include the use of more modern

forms of advertisement and influence

through YouTube, MySpace,

Facebook, and many more specific

ones indicated in the model. It also

shows that the model has aspects

which were designed to influence

certain states, and some to obtain

votes from specific groups, as

ro a anda for each state differed.

Awareness, Retention & Acquisition

This model expresses the different types of Awareness

techniques that were used during the campaign, narrowing

down to how specific these methods were. It also outlined the

ways Retentionthrough newsletters and other publications and

Acquisitions through the use of prospecting, direct mail and

promises were exercised

These methods as the model suggests were all designed and

exercised around the customer, in this case the electorate who

were the ones that determined the success of the party andcandidate by voting in their favour, so the importance of this

was outlined clearl .


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The Marketing Communication System: This model suggests that marketing is not just internal but is

also external is a two way process, as mentioned above.

Awareness

Knowledge

Linking

Preference

Conviction

Purchase

Integrated Marketing Communication

Model: The models on this page are both

interlinked. The model illustrated on the left

suggests that there is a certain path that the

media looks to influence the consumer topurchase the product, starting from the

Awareness stage make the consumer

knowledgeable about the product, following

an establishment of relationships between the

consumer and the product. This is followed

by creating a sense of preference and then

conviction ultimately leading to the purchase

stage.

The model below is much more complicated,

where the roles of a company and how it

markets can be more than just a one way

system. The public or consumers to whom it

is marketed at can also be part of the

promotion where they send feedback to the

companies where possible improvements or

suggestions are outlined for the products they

are promoting.

These two are interlinked in the sense that

they suggest different ways in whichorganisations use marketing both in a one

way and two way process.

Awareness Advertising

Knowledge Public Relations/Personal Selling/Sales

Linking Direct Marketing/Personal Selling/Public Relations

Preference Direct Marketing/Personal Selling/Public Relations

Conviction Sales/Direct Marketing

Purchase Sales Promotion

This blue box links the different forms of

promotion to the objectives in the diagram as

there are specific forms of promotion which

are used to achieve the communication

indicated in the diagram. Public relations also

involves Corporate Social Responsibility and

celebrity endorsements as its concerned with

the reputation rather than selling the product.


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Brand Communication

The brand for an organisation is

also communicated as the diagram

on the left suggests. It was clear in

the campaign that the Democrats

used this to some extent especially

when Obama linked himself to the

youth and this is where the image

of the brand in relation to Obama

was perceived younger to their

competitors. The levels of brand

development where the brand is

identified and communicated

through such means as advertising

and word of mouth promotion and

perceptions contribute to the brand

identity and how it is influences

the opinions of the electorate.

Engagement Model

The model on the right is relevant

in the sense that a number of these

engagements were used in the

campaign, but some again were

used for different purposes. Forexample negative campaigning was

exerted in order to influence the

vote and create a pulling

mechanism where the electorate

would look to vote for the more

positive party, hence their own

position is made better, where as

publications and other forms of

literature were used as pushing

mechanism to effectively influencethe votes, but in the sense that

consumers were communicated the

message required in a raw form.

This was important in order to provide the audience and electorate the right information and the right

interpretation of the policies and the stance that the candidate represents. This was less effectively

exercised by the Republicans as they continued to jeopardise their position with reports which seemed

vague and untrue, desperately trying to gather some attention. The same was the case with Hilary Clinton

in the primaries where she attacked Obama with the same flaws leading to her demise from the campaign.


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Communication Field (Elements In The Communication Process)

The above is effective in suggesting that messages being sent out need to be encoded in a way which willmake sense to the customer, who ultimately is the decoder. The main source which is used to exert this is

the media, including the use of modern technology such as YouTube and the internet. It also suggests that

the misinterpretation of messages by the decoder might lead to a different response being generated, and

not the response expected.

This was mentioned in the report where the Republican candidate naively responded to the women in the

legislature when criticisms were made about Obama. This was perceived by the media where McCain was

seen as a liberal and not immoderate.

The other example was where Joe the plumber was used and the mistakes that occurred were what shaped

the view of the public towards the Republicans as desperate and unorganised.

Lastly, Obama also suffered this communication failure, even with a more organised campaign, such

statements as God Damn America mentioned in the report contributed to what was a negative strategy by

the Republicans in forming a notion of unwholesomeness about Obama. There were all due to the models

receiver and sender fields not being identified and realised before adverts were designed and implemented.

Lee Marshment Model: Theone on the right is

the Lee Marshment model which was designed

for political parties and thier marketing

activities in the UK. This model is an extension

of the marketing process and illustrates politicalmarketing for three different types of political

parties. The Product Orientated Party (POP)

tends to follow their values and ideas and is the

type of party that would argue that their way of

thinking is correct.This was how the Democrat

party use to behave before the 1988 election

where George H. W. Bush (from the Republican

party) won. Due to this loss, they decided to

change their policies and they became known as

the NewDemocrats with Bill Clinton as theirpresidential candidate.


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Product Models

Core, Actual & Augmented Product: A product sold was easily distinguished where one was better

than the other, and there was ease in telling what would be the best choice. In the modern era there

has been a huge rise in competition, where not just the product itself, but what comes with it in the

package is deemed to be of interest. For example companies give free appliances and free

subscriptions to services when a product is bought; this is to distinguish between then the competitors

and themselves. In terms of the Democrat Party, these could be seen in the form of policies where the

core product is the candidate and brand of the party, the Actual Product, is the policies and

promises they make, and the Augmented Product is the accountability for the second term, and

whether the will win the election second time round or not.

Actual

Product

Augmented

Product

Core

Product

The Sales Orientated Party (SOP) follows the POP in the sense that it will not change its

behaviour/products to suit what customers actually want and focuses on making the people desire what

they offer. They conduct market research to observe which segments of the market favour and support

their proposals and then decide how best to communicate with them. The Market Orientated Parties

gathers market intelligence on voters demands, wants and needs. The democrat party began exercising as

an MOP since the emergence of the New Democrats and observed the publics wish to see change. Bylistening to their market, they successfully inaugurated Obama as president of the United States.They may

again look to scan their environment to outline whether their product needs adjustment before releasing it

into the market. Once this is completed, the communication stage begins. Political parties do not tend to

admit how much they rely on market intelligence such as focus groups. Also, as this model was

developed mainly for UK political parties and may not be completely relevant to the Democrat party, the

validity of this model can be questioned.


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Product Development & Communication Channels

Above is a model illustrating how the product should go through stages before it is marketed to the fullest extent.

Below is a model linking the product to the communication channels mentioned earlier in the communication

section of the appendix where there is a set path which needs to be followed to make sure the product, or

information in this case is communicated effectively and in the best possible means.


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Product Life Cycle (Above)

Questioning the relevance of this model in regards to other products, the product life cycle tends to follow the

stages in a products life where it faces challenges and ultimately dies out, if not bounces back into the market

with some genius marketing strategy. Policies tend to have similar nature, where 10 years ago, national security

was not the main issue in the world, but after 9/11 this became top priority. The same can be said about security

of the job market and the banks due to the current credit crunch. This product life cycle can also be applied to

political parties as their policies also dies out if not needed, but are easier to bring in when such issues come

about in when called for.

Boston Matrix (Below)

Below is the Boston Matrix model, which again can apply to political parties as policies regarding the credit

crunch and education may be outlined as stars, where policies resembling the likes of equal opportunities would

be question marks. The main policies that might influence temporarily could be regarding the economy and the

war on terror but the main cash cows were policies where the Iraq war was mentioned and bringing the soldiers

home was expressed as a high priority. The closing down of Guantanamo Bay might be characterised as a dog as

this ha people questioning whether the right choice has been made, and whether it will actually happened as

informed by next year.


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Appendix Five: Marketing Mix Models

Bi

Marketing Mix (7 Ps)

The essence of marketing lies in the

marketing mix, where the main tools of

marketing are established and outlined,

firstly the Product, are the tangible or

intangible feature like the policies for the

Democrat party, or Barack Obama

himself as the candidate. Secondly the

Place, is where the marketing is targeted

at, in relation to the target market, for

example here is would be the states that

receive campaigning and the groups of

people being targeted. Thirdly the price at

which the items or services are sold for, in

this case, the price doesnt apply as there

is nothing the electorate pay for except for

trusting the party for the promises made.

Four is the promotion, and what forms of advertising or literature would be used to inform and market the

about product, in this case, many modern forms such as YouTube, and Facebook were used extensively with

heavy literature and advertisement carried out. Five is People who are the stakeholders of the organisation such

as the people, employees in this case the electorate, the members of the party and cabinet and the organisations

which advertised on behalf of the candidate. Sixth is the Process and how the services are consumed. Seven

illustrates the Environment and how it is suited, for example in this case each state was unique if not very

different to each other in environment and each one was a roached differentl .

The 5/4 Ds

The two models here are the 5 Ds which are also used

in marketing similar to the 7 Ps. Discover what the

product is, Deliver it appropriately to the market, Define

and propagate it effectively, Design the best way to

advertise and market it, and Develop it further to meet

future marketing needs. All these are similar to the 7Ps

explained above and how they were used according to

the Democratic Party.


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bliography/References

Books

Marketing Oxford University Press, By Paul Baines, Chris Fill & Kelly Page. (2008)

Politics And Propaganda Weapons of Mass Seduction, By Nicholas Jackson

OShaughnessy. (2004)

Persuasion In Advertising - By John OShaughnessy. (2004)

The Ideas of Political Marketing - By Nicholas Jackson OShaughnessy. (2002)

The Marketing Power of Emotion By Nicholas Jackson OShaughnessy & John

O'Shaughnessy. (2003 & 2006)

Journals & Articles

Generic Functions of Political Marketing Management By Stephen C.M Henneberg.

University of Bath.

Journal of Political Marketing Routledge Publisher (Electronic)

Websites

http://www.guardian.co.uk/politics/2008/mar/31/media.labo ur1

http://www.marketingprofs.com/8/political-marketing-techniques-power-camp aigns-

fleming.asp

http://blogs.harvardbusiness.org/quelch/2008/01/how_political_marketing_can_l e.html

http://findarticles.com/p/articles/mi_hb3586/is_199407/ai_n8536 587

http://bx.businessweek.com/political-marketing/n ews

http://www.nytimes.com/

Other Influences

A 30 Minute Meeting with Nicholas J OShaughnessy where he explored the ways in which

political parties in the US, function, their history and how they tend to market, how when and

who.
http://www.guardian.co.uk/politics/2008/mar/31/media.labour1http://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://blogs.harvardbusiness.org/quelch/2008/01/how_political_marketing_can_le.htmlhttp://findarticles.com/p/articles/mi_hb3586/is_199407/ai_n8536587http://bx.businessweek.com/political-marketing/newshttp://www.nytimes.com/http://www.nytimes.com/http://bx.businessweek.com/political-marketing/newshttp://findarticles.com/p/articles/mi_hb3586/is_199407/ai_n8536587http://blogs.harvardbusiness.org/quelch/2008/01/how_political_marketing_can_le.htmlhttp://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asphttp://www.guardian.co.uk/politics/2008/mar/31/media.labour1


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Personal Statement

Marketing applied to me in the sense that I considered it the most important department in a

business. It presented as understanding that marketing is significant whether in a large,

medium or small business of any type adopted it, including such institutions as political

parties/organisations. This challenged my theoretical and creative skills where the need for

psychological tactics, advertising campaigns, designing methods and implementation all

contributed to how marketing works.

I was given opportunities to study the way such businesses and not for profit organisations

used marketing in different ways including the importance of communication in marketing

and the mistakes that occur during application. Targeting, Branding and different forms of

product orientations provided me with knowledge required to write up the report, and

produce a good presentation and also to relate it to the future which for me lies in Marketing.

I believe my presentation covered all aspects of marketing which were applicable to the

organisation chosen. I spoke well during the presentation, but would have preferred to have

run through it a number of times to further develop the use of language. The presentation

itself could also have been more entertaining and informative, as it did lack such

characteristics. The organisational aspects also lacked professionalism, and could also be

improved. My opinion suggests regardless of how good a piece of work theres always room

for improvement.

The positive issues regarding the course are that it provided essential presentation skills

which would prove useful when similar work assigned in the future. I also enjoyed the way

Michael Heller delivered his lectures, which proved knowledgeable, entertaining as well as

effectively presenting the main points of his lesson plan.


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In practical terms, I enjoyed taking part in group discussions and presentations allowing

practice and development of my confidence, feeling less alienated.

I would still prefer an extension to the word limit, as the current one lacks the nature allowing

a write-up of a good report presenting the marketing knowledge and relating it effectively to

organisations.

Critical views applying not just to marketing, but every other unit studied as part of the

course, suggest the fact that although theory and knowledge proves useful in completing

assignments and exams, but in practice might prove irrelevant when applying them to real

world situations as the courses lack practical aspects where experience could be gained to

develop a business attitude with relevant skills required.

marketing report completed

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