Political Marketing and Management in the 2017 New Zealand Election

TY - BOOK

T1 - Political Marketing and Management in the 2017 New Zealand Election

A2 - Lees-Marshment, Jennifer

N1 - Copyright: © The Editor(s) (if applicable) and The Author(s) 2018.

PY - 2018

Y1 - 2018

N2 - This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning.

AB - This book reveals the market research, strategy, branding and communication behind the unpredictable 2017 New Zealand election result which saw Jacinda Ardern elected Labour leader just 8 weeks before the election to become Prime Minister. Utilising rich data sources that include a 250,000 Vote Compass survey and interviews with key political advisors, it explores the alignment of the policy of National, Labour, the Greens and NZ First with party supporters, demographic segments and undecided voters. It also analyses the leadership communication and branding of the leaders Bill English, Jacinda Ardern and Andrew Little, as well as the advertising by minor parties ACT, the Greens, United Future and the Maori Party. The book provides advice for practitioners, such as: focus on being responsive, communicate delivery competence, differentiate in policy and advertising, build an energetic and charismatic leader brand and be flexible when planning.

KW - 2017 New Zealand Election

KW - Political Marketing

KW - Political Branding

KW - Vote Compass

KW - Target Markets

KW - Undecided Voters

KW - Policy Alignment

KW - Market-Oriented Party

KW - National Labour

KW - Brand Personality

KW - Political Candidates

KW - Charisma

KW - Competence

KW - Minor Parties

KW - Political Brands

U2 - 10.1007/978-3-319-94298-8

DO - 10.1007/978-3-319-94298-8

M3 - Book

SN - 9783319942971

T3 - Palgrave Studies in Political Marketing and Management

BT - Political Marketing and Management in the 2017 New Zealand Election

PB - Palgrave Macmillan

CY - Switzerland

ER -