The Theory and the Practice of Political Advertising

  • Andrew Hughes
Part of the Palgrave Studies in Political Marketing and Management book series (Palgrave Studies in Political Marketing and Management)


After reading the foundational importance of the exchange process and stakeholders to political advertising, it is now time to strap yourselves in as this chapter contains the theory on the why, how, what, when and where of advertising effectiveness in a political marketing context.

Whilst containing a lot of background theory about advertising and political advertising, it does provide the necessary knowledge important in understanding how advertising can be effective. It enables the reader to be able to critically assess and ask how the modern methods so widely used are achieving their objectives, and how they could also be used against stakeholders by those with ulterior motives.


Political advertising Digital marketing Social media Mobile marketing Political marketing 


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© The Author(s) 2018

Authors and Affiliations

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

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