Title of Abstract
Promoting a President: Evaluating the Evolution of IMC Strategy in Political Marketing
College
College of Arts and Sciences
Department
Mass Communication
Faculty Mentor
Sabrina Habib, Ph.D.
Abstract
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.
Start Date
21-4-2017 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.
