Political marketing and political communication: the relationship revisited

Abstract

Harrop (1990) perceives political marketing as being not just about political advertising, party political broadcasts and electoral speeches but covering the whole area of party positioning in the electoral market. Kavanagh (1995, 1996) sees political marketing as electioneering, i.e. as a set of strategies and tools to trace and study public opinion before and during an election campaign, to develop campaign communications and to assess their impact. A similar view is expressed by Scammell (1995).