Marketing political soap: a political marketing view of selling candidates like soap, of electioneering as a ritual, and of electoral military analogies

Marland, Alex

doi:10.1002/pa.139

Cited by 28 publications

(24 citation statements)

References 22 publications

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“…A pesquisa acadêmica internacional focaliza não só aspectos utilitários do marketing político através da utilização de ferramentas do marketing tradicional (Niffenegger, 1989), como também existem estudos teóricos que aplicam teorias comportamentais e políticas no estudo do comportamento do eleitor, na análise do evento eleição como um ritual e o uso de analogias militares em campanhas (Marland, 2003). Há também os que buscam uma teoria específica do marketing político (Wring, 1997), como também aqueles que buscam evidenciar e comparar as semelhanças e diferenças entre o marketing tradicional e o político (Kotler, 1975;Shama, 1975;Lock e Harris, 1996).…”

Section: Referencial Teóricounclassified

“…Mas essa ana logia pode esconder algumas diferenças mais explicativas do que as semelhanças que existem entre o marketing comercial e o político. O marketing político é sistematicamente comparado com o marketing comercial, seja através de seus conceitos e ferramentas, seja por meio dos modelos de comportamento do consumidor (Kotler, 1975;Shama, 1975;Lock e Harris, 1996;Marland, 2003;Bannon, 2003).…”

Section: Relação Entre O Marketing Político E De Empresasunclassified

“…A eleição é o momento da aquisição, onde cada eleitor/consumidor possui o mesmo poder de compra sob a forma de voto único (Marland, 2003).…”

Section: Relação Entre O Marketing Político E De Empresasunclassified

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Representações do eleitor: revendo teorias e propondo novos caminhos

Barros¹,

Sauerbronn²,

Ayrosa³

2012

Rev. Adm. Pública

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Eduardo andré Teixeira ayrosaEbape/FGV-RJ Em virtude da restrita produção acadêmica sobre comportamento do eleitor e marketing político na administração pública, acreditamos que a sistematização do conhecimento produzido na área possa ser capaz de mostrar um amplo campo de possibilidades para futuros estudos críticos, teóricos e empíricos. Observamos que a maior parte das pesquisas acompanha a orientação tradicional, dominante no mar keting gerencial. Esses estudos partem do pressuposto de que o marketing político é uma ferramenta utilizada para influenciar o eleitor e que a escolha política é uma decisão eminentemente racional. Assim, o marketing político é normalmente tratado como uma subárea do marketing e, acompanhando a visão dominante dessa disciplina, é visto como essencialmente utilitário. Desta forma, se o candidato é encarado como um produto, seria possível mudar seu "composto de marketing" para "reposicionálo". Entendemos que esses pressupostos não só diminuem a importância política do processo e subesti mam as capacidades tanto do eleitor quanto do político, como também superestimam a importância da propaganda política. Uma alternativa a essa visão passa pela compreensão da incapacidade de separar razão e emoção durante o processo de formação de preferências do indivíduo. Este artigo tem por objetivo realizar uma breve revisão teórica dos estudos do comportamento do eleitor, apontando outras perspectivas possíveis para o desenvolvimento da pesquisa na área.Pa l av r a s -c h av e : comportamento do eleitor; marketing político; voto; marketing eleitoral; adminis tração pública.Representing the voter: reviewing the literature and proposing a new theoretical approach Due the restricted academic production on voter behavior and political marketing in the public admi nistration area, we believe that the systematization of knowledge produced can show a wide variety of Artigo recebido em mar. 2011 e aceito em jul. 2011.

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Section: Referencial Teóricounclassified

Section: Relação Entre O Marketing Político E De Empresasunclassified

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Representações do eleitor: revendo teorias e propondo novos caminhos

Barros¹,

Sauerbronn²,

Ayrosa³

2012

Rev. Adm. Pública

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“…Dean and Croft (2001) proposed that political marketing is similar to relationship and internal marketing, where the party has to build a relationship with its supporters and internal staff through marketing concepts. Marland (2003) added a similar point by suggesting that political marketing is more similar to the real-estate industry, due to the heavy human interaction within the service industry in contrast with most other commercial sectors. These researchers did not compare how audiences consume political or commercial mediated messages, but in general they concluded that voters and consumers have more differences than similarities.…”

Section: Introductionmentioning

confidence: 99%

Are voters, consumers?

Peng

Hackley

2009

Qualitative Market Research: An International Journal

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Purpose -The purpose of this paper is to deepen and add nuance to previous explorations of the voter-consumer analogy in order to generate new insights into wider applications of the marketing concept. Design/methodology/approach -A conceptual analysis is supplemented and enriched with insights from a non-representative case of voter responses to political advertising. Findings -Findings suggest that limitations to the voter-consumer analogy revolve around the differing contexts of marketing in each case and reflect differing audience responses at the micro-level.Research limitations/implications -The empirical component of this study is not representative or generalizable. However, it is used not to verify generalizations but to add qualitative insights to the conceptual discussion. Findings suggest that research which applies the marketing concept to non-commercial settings, especially political marketing but also possibly extending to social marketing, non-profit and public sector marketing, should be cautious in assuming that consumers of non-commercial marketing respond in the same way to marketing initiatives as consumers of commercial marketing. Practical implications -The research has implications for the application of the marketing concept in political and other non-commercial contexts. Originality/value -The application of the marketing concept in non-commercial settings as well as commercial settings has become so common it is often taken for granted. Yet the behaviour, attitudes and responses of consumers in these different settings may diverge in important ways at the micro-level. Explorations of the applicability of the marketing concept in different settings are relatively rare and this paper adds a previously unpublished empirical aspect to an original conceptual analysis which aligns secondary research from disparate sources in political science and cultural studies as well as marketing.Keywords Consumers, Politics, Marketing Paper type Research paper IntroductionScholars from a range of backgrounds have compared political and commercial marketing and advertising. Some have argued that the differences between these two spheres are relatively slight, others that they are fundamental. In this paper, we attempt to problematize, deepen and add nuance to the voting-consumption analogy drawing on a range of literature in the political marketing and brand marketing fields. In order to add an empirical perspective to the discussion we draw on tentative findings from a small-scale exploratory case study of voting attitudes. The responses of eight focus groups of British voters to two well-known Labour Party election broadcasts were interpreted using theoretical concepts from brand marketing and also from cultural studies of political marketing. In conclusion, we argue that there may be aspects of audience response to political advertising that are incompatible with brand

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“…Dans une ère de politique médiatisée et de marketing politique, le cliché, a priori séduisant, selon lequel « les candidats sont commercialisés comme l'est le savon 3 » ne peut s'évacuer aisément. Bien que la notion simpliste du « candidat équivalent à un savon » ait profondément été mise en question par des chercheurs en communication et par des politologues (Marland 2003), il est admis que « l'apparence et la manière de parler d'un candidat ont un impact considérable sur les chances d'élection de ce même candidat » (Rosenberg et al 1986 : 108). Pour les besoins de cet article, considérons la définition donnée par Kenneth L. Hacker du terme « image du candidat » comme étant une « accumulation des perceptions des électeurs sur les candidats » (2004 : 4).…”

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Ethos numérique et image de candidat dans les campagnes électroniques : le cas des élections israéliennes de 2013

Orkibi¹

2016

itineraires

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Marketing political soap: a political marketing view of selling candidates like soap, of electioneering as a ritual, and of electoral military analogies

Cited by 28 publications

References 22 publications

Representações do eleitor: revendo teorias e propondo novos caminhos

Representações do eleitor: revendo teorias e propondo novos caminhos

Are voters, consumers?

Ethos numérique et image de candidat dans les campagnes électroniques : le cas des élections israéliennes de 2013

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