Using the 1992 presidential election as a case study, Newman reveals how the American political process has been transformed by the use of marketing techniques. He addresses issues of serious concern to the health of the political process including the role of polling, direct mail and television...

In 2008, Barack Obama's presidential campaign used an innovative combination of social media, big data, and micro-targeting to win the White House. In 2012, the campaign did it again, further honing those marketing tools and demonstrating that political marketing is on the cutting edge when it...

Now that we have entered the new millennium in politics, it is clear that the machinery of the “old politics” that was centered on a party‐orientation is being replaced by computers of the “new politics” that is centered on an image manufacturing‐orientation. Along with this movement...

Purpose – The purpose of this paper is to reinterpret and test empirically Newman's model of voter's choice behavior, where three elements influencing the choice of a given candidate were included: the media's role in the election; cognitive reasons to vote for; and emotional feelings toward...

Purpose – The purpose of this paper is to provide an evaluation of a newspaper insert survey and web‐based voter surveys associated with the same newspaper, conducted before and after the 2004 US presidential election. Design/methodology/approach – The study compares response rates,...