An Exploration of the Advertising Ambitions and Strategies of the 2001 British General Election

This paper reports on one element of our wider study investigating the 2001 British General Election national advertising, and the attitudes and perceptions of the young British electorate to the campaigns. The discussion presented here explores the strategies and ambitions of the Conservative, Labo...

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Bibliographic Details
Published in:Journal of marketing management 2001-11, Vol.17 (9-10), p.969-987
Main Authors: Dermody, Janine, Scullion, Richard
Format: Article
Language:English
Subjects:
ADVERTISING
ADVERTISING STRATEGY
CAMPAIGNS
CONSERVATIVE PARTY
ELECTIONS
LABOUR PARTY
LIBERAL DEMOCRAT PARTY
MARKETING COMMUNICATIONS
POLITICAL MARKETING
PUBLIC RELATIONS
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Summary:This paper reports on one element of our wider study investigating the 2001 British General Election national advertising, and the attitudes and perceptions of the young British electorate to the campaigns. The discussion presented here explores the strategies and ambitions of the Conservative, Labour and Liberal Democrats' 2001 national advertising campaigns. Our analysis is based on indepth interviews with key members of the three parties advertising agencies; content analysis of the national posters, press and party election broadcasts; and secondary source information e.g. coverage in the marketing and advertising press, newspaper, radio and TV reporting. A number of issues emerge including the key role of the advertising in agenda setting and agenda control, evidence of media misrepresentation of the central advertising themes, the poor use of the Internet, and the rather limited ambitions for the advertising itself.
ISSN:0267-257X
1472-1376
DOI:10.1362/026725701323366700