<p>Date: May 28th, 2008</p><p>Course: Master thesis, EFO705</p><p>Authors: Prapanrat Prommeenate 830202</p><p>Ruechupan Chookruvong 811004</p><p>Tutor: Tobias Eltebrandt</p><p>Title: Political Marketing: Brand Personality for Generation Y Thai voters.</p><p>Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters?</p><p>Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions.</p><p>Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand.</p><p>Conceptual Framework: Brand personality concept is being used as the main framework. In addition, the integrated marketing communication is used to explain how the brand personality should be distributed.</p><p>Conclusion: The thesis offers the important traits and characteristics of the parties and leaders for the Generation Y Thai voters. Additionally how the parties should communicate the brand personality is recommended.</p>

Date: May 28th, 2008 Course: Master thesis, EFO705 Authors: Prapanrat Prommeenate 830202 Ruechupan Chookruvong 811004 Tutor: Tobias Eltebrandt Title: Political Marketing: Brand Personality for Generation Y Thai voters. Problem: What are the important characteristics in brand personality of political parties and leaders for Generation Y Thai voters? And how the parties should communicate them with the Generation Y Thai voters? Purpose: The aim of this thesis is to investigate and analyze the brand personality of the ideal political party and the ideal political leader for Generation Y Thai voters and compare with two biggest parties from the 2007 election. Furthermore, the paper will recommend how to communicate those characteristics of the brand personality to Generation Y Thai voters in five regions. Method: Preliminary interviews are conducted to have a rough picture of Generation Y Thai voters’ opinion from five regions. Then, the information helps formulate the questionnaire. The questionnaires are distributed to investigate the ideal brand personality as well as the brand personality of two exist biggest parties in Thailand. Conceptual Framework: Brand personality concept is being used as the main framework. In addition, the integrated marketing communication is used to explain how the brand personality should be distributed. Conclusion: The thesis offers the important traits and characteristics of the parties and leaders for the Generation Y Thai voters. Additionally how the parties should communicate the brand personality is recommended.

The purpose of this study is to investigate the difference political advertising communication effect between different advertisement message sender and different advertising type, This study, however, choose political parties as the advertising message sender and advertising type divided into positive and negative. In Taiwan there are four major political parties, according to the need of this study, KMT and DPP are two parties as the target we analyze in this study. The study design is Laboratory Experiment, we choose the students in National Sun Yat-sen University Business Administration Department as the sample of study. Factorial experimental design is used in Laboratory Experiment. The variables in the study are advertisement message sender and advertising type. By these two variables, experiment group separate into four experimental group. Then how different communication effect between these four groups is the aim that this study desires to find out. After using statistical analyzing, four conclusions can be found out. First, the advertising senders are different political parties seems have a little communication effects in political party attitude. Second, negative advertising type has better effect in advertising memory than positive one. Third, it seems that the political attitude that the voters have will deeply affect the process of advertising communication effect, especially in political party attitude. Fourth, this study observes some better fits when different political parties using different advertising types. When DPP applies negative advertisement, it seems they will acquire better communication effect in advertising memory, but when DDP using positive advertisement, they will acquire better communication effect in advertising attitude. KMT will acquire better communication effect in political party attitude when they applies positive advertising type. This study is processing without advertisement content analysis. If combined with advertisement content analysis, it will be more helpful when investigation in advertising communication effect.

This thesis investigates the nature of political marketing practice and identifies factors affecting adoption and utilisation of political marketing and professionalisation of campaigns in a Southern African context. It applies Sriramesh and Vercic (2009) framework to the study of political marketing in emerging international markets, Malawi and South Africa, two countries in Southern Afric Development Community (SADC). These countries share in common their geographical, cultural and democratic foci, but differ in terms of economic and media development.

Based on theoretical background and Barack Obama's campaign analysis this paper is aiming to define the trends in the field of political marketing. The conclusion is (a) a complex employment of marketing tools and strategies with focus on synergy of "new" and "old" media ("postmodern campaigns"), (b) necessity of "permanent campaigning", (c) profesionalization of strategy and execution, (d) personalization of message, political supply and of citizens and (e) change of electorate's reaction to campaign communication, which has been caused by usage of digital technologies and influence of pop culture.

The thesis deals with a form of modern marketing with respect to its application in a political environment. Thesis deals with the specifics of marketing in politics and issues are approached in the evolution of marketing campaigns around the last sixty years. The theoretical part also deals with the strategy of creating campaign. Political parties are classified by level of use of marketing instruments in their election campaigns, using a method of well-known political marketing expert - J. Lees-Marshment. The practical part is an analysis of selected marketing campaigns of Czech political parties according to the parameters described in the theoretical part. Based on the results of the analysis was drawn up a list of recommendations to create a campaign of a hypothetical political party.

According to the American Marketing Association (AMA), marketing is defined as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.[1] To do this, marketing institutions have developed systematic processes for evaluating the wants and needs of the masses, and designed mechanisms to persuade large groups of people, as well as smaller targeted markets. If the "product" is a presidential candidate…. The marketing objective of a political party / candidate is to communicate, deliver, and exchange offerings (policies for votes). Hence, political campaigning and traditional marketing have similar objectives. For clarity, the term candidate and political party are synonymous when applied to marketing concepts. In the 1950s, marketing experts realized the potential of selling the value of their candidate, party, and specific initiatives, through a systematic process now known as "political marketing."[2] This study will review the evolution of political marketing, evaluate how several presidential candidates gained a competitive advantage over their opponents by both utilizing traditional marketing practices, and, with social marketing, gained leverage with the Internet. It concludes with the significance of the Internet, online campaigning, social media, and their collective effects on the current and future of the political system. [1] "Definition of Marketing," The American Marketing Association, http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx. [2] Dominic Wring, "The Marketing Colonization of Political Campaigning," in The Handbook of Political Marketing, ed. by Bruce I. Newman. (London: Sage Publications, Inc, 1999), 44-45.

This dissertation examines the recent introduction of U.S.-style, image-based political management techniques into Colombian politics, a phenomenon facilitated by the comprehensive market and political reforms of the 1990s. The Colombian elites who favored these reforms hoped to dismantle the clientelistic networks of private interests that, in their view, perpetuated a corrupt, ineffective, and at times, collusive two-party system. They hoped that a multi-party system would provide Colombian voters with real political choice. However, despite these efforts, clientelism continues to thrive under the new regime. With party/faction loyalty no longer the dominant driver in elections, campaigns now hire political managers to guide voters’ choices based on individual candidates’ appeal. Ironically, these practices have created “electoral industries,” networks of voters organized around political figures as opposed to party platforms. These electoral industries have easily adapted to existing clientelistic networks, the very networks the reforms were meant to dismantle. Meanwhile, through the language of market segmentation, political elites have publicly moralized clientelism’s resilience, characterizing it as a persistent, anti-modern behavior that can be objectively correlated with lower class voters. Their portrait of clientelism stands in stark contrast to the liberal political subjectivity (grounded in individual choice) that they attribute to urban middle and upper classes. According to these ideas, political managers mobilize specific technologies meant to more effectively manage each kind of vote. While lower class voters are managed through face-to-face networks and informal channels of communication, middle and upper class voters are reached through broadcast media and web-based social media. By looking at the institutional platforms, expert knowledge, political technologies and normative political ideas at work in the organization of these environments for political participation, my work explores the features of liberalism that allow clientelism and media-based politics to coexist, and even thrive, under a single system. Specifically, I trace the emergence of a form of “strategic citizenship,” to borrow Partha Chatterjee’s term, that I argue is the latest guise that the transactional dimensions of liberalism has taken.

This dissertation discuss about political marketing. Analyzes election campaign ODS in election to the corpotation of Zlin country especially use of carriers of communations.

The use of political marketing represents a more and more important part of election campaigns. This thesis is concerned with analysis of the campaigns of two largest Czech political parties - Civic Democratic Party and Czech Social Democratic Party - in the parliamentary elections 2006. The analysis is based on the comprehensive political marketing model that has been developed by Jennifer Lees-Marshment. In this model three kinds of political parties are distinguished: Product-Oriented Party, Sales-Oriented Party and Market-Oriented Party. The political marketing process which is different for each of them has a significant influence on the party behaviour during the campaign.