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Empirical Research on Political Marketing: a Selected Review

Abstract

This article reviews empirical research on political marketing. The goal of this selective review is to provide an overview of this body of research that crosses fields including economics, political science, marketing, information systems, and communications in order to make it easier for newcomers to quickly identify key papers and understand the state of the field. The review takes the perspective of the marketing literature and includes a discussion of data sources, modeling and methodological issues, and some selected, prominent topics.

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Notes

  1. 1.

    In fact, there are multiple categorizations of tone beyond the“talking about the opponent” definition given here. For example, the main WAP/WMP data categorize ads into “promote” ads that speak only about the advertising candidate, “contrast” ads that contrast the two main candidates, and “attack” ads that focus primarily on denigrating the opponent. In much of the empirical work, contrast and attack ads are considered negative ads, since they both speak about the competition.

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Correspondence to Mitchell J. Lovett.

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Lovett, M.J. Empirical Research on Political Marketing: a Selected Review. Cust. Need. and Solut. 6, 49–56 (2019). https://doi.org/10.1007/s40547-019-00100-6

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Keywords

  • Political marketing
  • Advertising
  • Social media
  • Negative advertising
  • Heterogeneity
  • Demand estimation
  • Targeting