Chapter  1 outlines the overall idea and context of the book. This is how the current shift in methods used in political advertising from old or heritage media, such as television, radio and newspapers, to new or modern forms of media, such as websites, apps, mobile devices and platforms, and user-generated content is impacting on political communications and advertising.

It also provides a brief description on some key terms and contexts used, such as stakeholder marketing. There is also a brief overview of each chapter and how they fit into the overall approach of the book.


Introduction Political marketing Political advertising Politics Stakeholder 


  1. Lang, A. (1991). Emotion, formal features, and memory for televised political advertisements. Television and Political Advertising, 1, 221–243.Google Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Andrew Hughes
    • 1
  1. 1.Research School of ManagementAustralian National UniversityCanberraAustralia

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