Table of contents

  1. Front Matter
    Pages i-xi
  2. Darren G. Lilleker, Mark Pack
    Pages 1-10
  3. Vincent Campbell, Benjamin Lee
    Pages 49-65
  4. Darren G. Lilleker
    Pages 85-98
  5. Anthony Ridge-Newman, Mary Mitchell
    Pages 99-116
  6. Ivor Gaber, Coral James O’Connor
    Pages 117-133
  7. Darren G. Lilleker, Mark Pack
    Pages 135-141
  8. Back Matter
    Pages 143-151

About this book

Introduction

This book brings together leading scholars to analyze political marketing in the context of the UK 2015 General Election. Election campaigns represent a time of intense marketing, including: the communication of party, party leader and candidate brands; the design and dissemination of key messages and policy proposals; identification of target voters; setting out strategies for the campaign; and translating strategies into specific communication tactics. Each chapter of this book has been specifically commissioned to focus on one of these aspects of the campaign (targeted campaigning, branding, core messages, advertising, media management, online campaigning and the campaign in the marginal seats). The collection offers insights into the most interesting and innovative aspects of the 2015 election campaign, determining how levels parties with differing resource approach elections and with what impacts, as well as what we can learn more broadly about marketing at general elections. The chapters are developed to make the topic accessible to non-scholars and to have real-world relevance.

Keywords

2015 British General Election Election Campaigns Political Communication Political Marketing Election strategies

Editors and affiliations

  • Darren G. Lilleker
    • 1
  • Mark Pack
    • 2
  1. 1.The Media SchoolBournemouth UniversityDorsetUnited Kingdom
  2. 2.Blue RubiconLondonUnited Kingdom

Bibliographic information

  • DOI https://doi.org/10.1057/978-1-137-58440-3
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2016
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Political Science and International Studies
  • Print ISBN 978-1-137-58439-7
  • Online ISBN 978-1-137-58440-3
  • About this book