Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Title
Market Driven Political Advertising : Social, Digital and Mobile Marketing / by Andrew Hughes.
ISBN
9783319777306
3319777300
9783319777290
3319777297
Published
Cham : Springer International Publishing : Imprint : Palgrave Pivot, 2018.
Language
English
Description
1 online resource (XIII, 137 pages 3 illustrations) : illustrations
Item Number
10.1007/978-3-319-77730-6 doi
9783319777290
Call Number
HF5415.1265
Dewey Decimal Classification
658.872
Summary
Exploring the new era of political advertising beyond television and print, this book focuses on the mediums of the new millennia that are transforming campaigning and communications in political systems around the world. The author illustrates how the use of social, digital and mobile advertising enables political marketers to deliver messages more accurately and strengthen relationships between stakeholders such as voters, supporters and candidates. Examining digital and social media platforms such as Facebook, Twitter and YouTube, this innovative book analyses the changing political marketing landscape and proposes conceptual models for implementing more successful and effective political communications in the future.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Series
Palgrave studies in political marketing and management.
Available in Other Form
Print version: 9783319777290
1. Introduction and Outline
2. The Relationship between Value Co-Creation, Exchange and Stakeholders
3. The Theory and the Practice of Political Advertising
4. Weapons of Mass Consumption: Social and Digital Media in Political Campaigns
5. Social and Digital Media: Creating, Engaging and Motivating Relationships
6. Mobile Political Marketing and Mobile Political Advertising
7. Political Advertising: Practitioner Lessons for 2018 and Beyond
8. The Future: Directions for Researchers and Practitioners.
