Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election
| Autor: | Matti Leppäniemi, Heikki Karjaluoto, Anni Goman, Heikki Lehto |
|---|---|
| Rok vydání: | 2010 |
| Předmět: |
Marketing
Internet Digital marketing business.industry young voters general election Face (sociological concept) Context (language use) Advertising Turnout Public relations nuoret äänestäjät tapaustutkimus Politics political marketing kansanvaalit Political science General election The Internet Marketing campaign business digitaalinen markkinointi poliittinen markkinointi |
| Zdroj: | Scopus-Elsevier |
| ISSN: | 1540-6997 1049-5142 |
| DOI: | 10.1080/10495140903190374 |
| Popis: | At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when they target political marketing at young voters. In addition, the results suggest that there are differences between commercial and political marketing also in a digital marketing context. Finally, the results support the view that marketing professionals have a strong role in a creative development process of a political marketing campaign. The ideas put forth herein can certainly help advertising professionals to plan political marketing campaigns that engage young people in future elections and therefore aid candidates in their quest to achieve electoral success. peerReviewed |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
| Nepřihlášeným uživatelům se plný text nezobrazuje | K zobrazení výsledku je třeba se přihlásit. |