Political marketing is commonly regarded as synonymous with the use of persuasive techniques in campaigns to promote both politicians and their policies. The borrowing of professional communication tools, such as advertising ...

In an overview of the use of negative advertising through the years, Kaid (1999) notes a real increase in the number of negative advertisements used in presidential campaigns. From 1952 to 1996, such ads made up about 38% ...

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 ...

The turnout for the 2001 General election in Britain was the lowest ever after full adult suffrage. This essay presents the theoretical explanations of voter apathy and then reviews the literature on the causes behind the ...