haku: @all interaction / yhteensä: 360
viite: 354 / 360
| Tekijä: | Lilleker, D. G. |
| Otsikko: | Local campaign management: winning votes or wasting resources? |
| Lehti: | Journal of Marketing Management
2005 : NOV, VOL. 21:9 - 10, p. 979 1003 |
| Asiasana: | elections marketing advertising politics |
| Vapaa asiasana: | local campaign |
| Kieli: | eng |
| Tiivistelmä: | The literature on election campaign management has concentrated on the development of the process and its change to more professional and centrally-organized. The normative belief is that news management and pulling up the statuses of party leaders are the focus of election campaigns. The direct interaction with voters has been replaced with various types of events and affairs. However, both the marketing literature and work on local campaigning indicate that this model is not the most appropriate in electoral systems such as the UK has. This shows the need for more separate sets of individually tailored campaigns, which would include the issues relevant to constituencies. In 2005 parties seemed to apply this more localized approach, but the question is, if voters value this post-modern way of campaigning or does the national campaign rule the voting decisions. The results of the study show, that among three different constituencies both national and local elements affected the voting behaviour. Nonetheless, it is important to note that part of the voters make their decisions based upon their local representatives service provision. |
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