1. Advanced Theory of Political Marketing, 2014
1.1. Voter segmentdetermination
1.1.1. Primary segmentation
1.1.2. Secondary segmentation
1.1.3. Profile voters
1.1.4. Voter segmentidentification
1.1.5. Target segmentidentification
1.2. Candidate/partypositioning andtargeting (branding)
1.2.1. A. Assessingcandidate/party imageand issues strengths andweaknesses
1.2.2. B. Assessingcompetition
1.2.3. C. Candidate position intarget segments
1.2.4. D. Campaign platform establishment (image,issues, promises)
1.3. Message dissemination
1.3.1. A. Personal (direct)campaign (grass-roots efforts,election events andmeetings)
1.3.2. B. Mediated(indirect) campaign(printed andelectronic materials)
1.3.3. C. Public relations
1.3.4. D. Campaigndevelopment andcontrol (polling)
1.3.5. D. Social networking
1.4. Relationship building
1.4.1. A. Platformdelivery (policyimplementation,public sectorservices)
1.4.2. B. Mutual trust building
1.4.3. C. Permanent communication
1.4.4. D. Lobbying
2. Wojciech Cwalina, Andrzej Falkowski, and Bruce I. Newman, 2014
3. Political Marketing, 1999
3.1. 5P+S
3.1.1. Product
3.1.1.1. Policy
3.1.1.2. Person
3.1.2. Push Marketing
3.1.2.1. Ground War
3.1.2.2. Use party's mechanism
3.1.2.2.1. Opinion Leader
3.1.3. Pull Marketing
3.1.3.1. Media
3.1.3.2. Channel
3.1.3.2.1. TV
3.1.3.2.2. Radio
3.1.3.2.3. Newspaper
3.1.4. Polling
3.1.5. Position
3.1.5.1. Man for ....
3.1.5.2. Retaliate Military troops
3.1.5.3. Man for Management only
3.1.6. Voter Segmentation
3.1.6.1. Voter
3.1.6.1.1. Emotional Value
3.1.6.1.2. Social Value
3.1.6.1.3. Functional Value
3.1.6.1.4. Conditional Value
3.1.6.1.5. Epistemic Value
4. The Marketing Revolution in Politics, 2016
4.1. Political Marketing
4.1.1. 5P+S
4.1.1.1. Technology
4.1.1.1.1. Relationship
4.1.1.2. Brand Identity
4.1.1.2.1. Relationship
4.1.2. Obama Model
4.1.3. Data were used with great precision to target specific segments of voters
4.1.3.1. Technology
4.1.3.1.1. social media
4.1.3.1.2. Instagram
4.1.3.1.3. Facebook
4.1.4. Cutting-edge political campaign
4.1.4.1. branding
4.1.4.2. advertising
4.1.4.3. Relationship-building
4.1.5. Micro Targeting
4.1.5.1. political issues
4.1.5.1.1. represents the policies a candidate advocates and promises to enact if elected to office. For a company, which this model is also applicable to, it refers to the appeals made to consumers that promise them benefits that have a rational appeal
4.1.5.2. social imagery
4.1.5.2.1. the stereotyping of the candidate to appeal to voters by making associations between the candidate and selected groups of citizens in society
4.1.5.2.2. This use of imagery is very powerful as a way for the candidate to establish an association in the minds of voters between the candidate and selected supporters of the candidate
4.1.5.3. Candidate personality
4.1.5.3.1. represents the use of imagery in a slightly different way to emphasize a politician’s personality traits in order to create an image for the politician. Similarly, in the commercial marketplace, marketers play on emotions all the time by using the right setting, appeals, and other factors to create a mood that influences a consumer’s decision to buy a product
4.1.5.4. situational contingency
4.1.5.4.1. represents that dimension of voters’ thinking that could be influenced by an event that has either occurred or is expected to occur. On the commercial side, this serves to influence consumers who expect something to take place in an industry or a company that will drive them to alter their allegiance to the company
4.1.5.5. epistemic value
4.1.5.5.1. represents the appeal to a citizen’s desire for change and something new in a politician, just as consumers in the commercial marketplace are often looking for the latest brand or product. This micro-targeting model was used in the previously described work I carried out with the Clinton White House to reposition President Bill Clinton.