Event Title

Promoting a President: Evaluating the Evolution of IMC Strategy in Political Marketing

Presenter Information

Eva Owusu, Winthrop UniversityFollow

Faculty Mentor

Sabrina Habib, Ph.D.

College

College of Arts and Sciences

Department

Department of Mass Communication

Location

West Center, Room 221

Start Date

21-4-2017 3:15 PM

Description

Every four years in the United States there is a race between candidates to become president. Each candidate has an organized team responsible for utilizing the campaign resources and developing a strategy in order ensure success. Throughout the years, the way each campaign has approached promoting their candidate has evolved. This review of literature analyzes the evolution of integrated marketing communication strategy in political marketing. Its goal is to gain an understanding of how advertising and promotion strategy has evolved in politics and where it could possibly be heading. The review includes a detailed overview of the evolution of the concept of integrated marketing communications along with the historical changes in political campaign communications.

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Apr 21st, 3:15 PM

Promoting a President: Evaluating the Evolution of IMC Strategy in Political Marketing

West Center, Room 221

Every four years in the United States there is a race between candidates to become president. Each candidate has an organized team responsible for utilizing the campaign resources and developing a strategy in order ensure success. Throughout the years, the way each campaign has approached promoting their candidate has evolved. This review of literature analyzes the evolution of integrated marketing communication strategy in political marketing. Its goal is to gain an understanding of how advertising and promotion strategy has evolved in politics and where it could possibly be heading. The review includes a detailed overview of the evolution of the concept of integrated marketing communications along with the historical changes in political campaign communications.