The Marketing of the President: Political Marketing as by Bruce I Newman

By Bruce I Newman

Utilizing the 1992 presidential election as a case research, this publication finds how the yank political procedure has been remodeled by way of advertising options. the writer addresses problems with critical situation to the health and wellbeing of the political method together with the position of polling, unsolicited mail and tv ads. this is often the 1st finished account of the impact of promoting in a presidential election crusade.

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In other words, the same marketing tools that were used to get Clinton into the White House could also be used to govern. Not even one month into his term, for example, Clinton had to call back his top strategist, James Carville, to deal with public opinion problems plaguing him as a result of "nannygate," a problem labeled as such in the media as a result of Clinton's inability to find an attorney general designate who did not have problems with paying taxes for household workers. Two months after this episode, the same team went to work to put together a marketing campaign to ensure that Clinton's economic package passed in Congress.

In other words, journalists carry out their own marketing research studies to determine voter responses. There is also the use of advanced methodologies in polling that The Shifting Winds of Politics 31 enables the press to arrive at accurate predictions and explanations of the electorate's behavior and thinking. The new rules on disclosure of campaign funding have made the candi date's organization an open book for journalists. This opportunity was unavail able 30 years ago when Kennedy ran for office.

In addition, other ads played on the 1984 themes, such as recapturing the small-town atmosphere in America. Bush dominated the positive side of television air time, playing the role of the parent and grandparent, lifting one of his grandchildren into the air, and preparing a meal in a large kettle, surrounded by the other Bush grandchildren picnicking on the lawn. The Republicans took over from the Democrats their traditional reputation as the party of caring and compassion. 19 Marketing and the 1992 Presidential Election It was truly a new era in politics in 1992, with candidates appearing on late-night television programs dominated by celebrities.

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