ABSTRACT
In an era of permanent campaigning, political organisations and politicians rely heavily on broadcast marketing communications to achieve wide-ranging objectives in a cost-effective way in and out of elections. This chapter provides a deep dive into broadcast communication. It explores how political marketing communication can be used to communicate information about political leaders, in a campaign, to increase support in particular segments of the public, and to sell policy and political change, as well as to manage crises in a context of non-stop campaigning, in and out of elections. From a broader perspective, several authors’ work, including Alex Marland, has taken interest in the effects of broadcast political marketing on different facets of the democratic process. Work remains in order to better identify, characterise, and understand the different ethical considerations in broadcast political marketing communication in and out of elections, especially in an era of increased broadcast political marketing activity in the digital mediascape.
