Branding the candidate; marketing strategies to win your vote.
Spiller, Lisa and Jeff Bergner.
Spiller (marketing, Christopher Newport U.) joins forces with political insider Bergner, former staff director of the Senate Foreign Relations Committee and former Assistant Secretary of State, to reveal the political marketing strategies used by candidates and to help readers become more informed political consumers. In accessible language, they explain the branding and marketing techniques, combined with digital communications technology, that will be used by candidates in the 2012 elections, and reflect on what these changes mean for American democracy. The book begins with an overview of campaigning, the political party system, populism, and new technologies. Next, the Obama presidential campaign is examined in depth, from the creation of the Obama brand to the use of database-driven political microtargeting and high-tech digital media to reach various market segments. (©2011 Book News, Inc., Portland, OR)
Review by Book News, Inc.