Book Chapter

Political Party Advertising and Marketing Strategies in the 2015 UK Election

Abstract

This chapter evaluates the ad message strategies and creative executions of two major UK parties—the Conservatives and Labour. To what extent did the advertising connect with the overarching election marketing strategies employed by the parties? To what degree did the advertising engage the electorate to address their hopes and fears, thereby building their trust? To answer these questions, this examination utilises critical analysis of multisource evidence including research studies, documentary evidence, expert conference speakers, discussions, follow-up questions and commentary on social media. The chapter identifies good and bad practices and the strategic role advertising plays in the marketing of elections.

Attached files

Authors

Dermody, Janine

Oxford Brookes departments

Department of Marketing
Oxford Brookes Business School

Dates

Year of publication: 2016
Date of RADAR deposit: 2020-09-30

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Related resources

This RADAR resource is the Accepted Manuscript of Political Party Advertising and Marketing Strategies in the 2015 UK Election
This RADAR resource is Part of Political Marketing and the 2015 UK General Election (ISBN: 978-1-137-58439-7)