ABSTRACT
This chapter focuses on static communication, exploring the marketing communication of candidates; campaign communication; communication tools; selling policy; communicating change, crisis and issues management; and integrated marketing communications. Political marketing research has explored several aspects of leader communication, including the need to make an emotional, human connection and the importance of nonverbal image. Ridout's analysis of US adverts demonstrates how market research is fundamental to the development of effective ads. Get Out The Vote (GOTV) is now a substantial part of election campaigns, using segmentation and voter profiling to get voters who support your product to actually go and vote. All marketing communications can be implemented via mobile communication devices. The UK Conservative government's attempt to sell privatisation of British Telecom and British Gas, previously public utilities, to raise capital and create greater efficiency in the 1980s. Crisis management is partly about managing expectations. Integrated marketing communications (IMC) seeks to combine and co-ordinate different communications concepts into one campaign.
