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Brand Obama: How Barack Obama Revolutionized Political Campaign Marketing in the 2008 Presidential Election

机译:品牌奥巴马:巴拉克奥巴马在2008年总统选举中如何彻底改变政治运动营销

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摘要

In 2008, President Barack Obama was named Advertising Age’s marketer of the year, the first time a politician won such an award. While presidential candidates have always employed marketing tactics in order to communicate their platform and persuade voters to support them, candidate Obama’s marketing campaign completely revolutionized the field. Through an innovative marketing strategy, candidate Barack Obama transformed himself from a mere political unknown in 2004 to a worldwide sensation by the time the general election started in 2008. His calls for “hope and change” and “post-partisanship” captured the hearts of Americans frustrated with failed Bush policy and constant gridlock in Washington. His inspirational speeches and words inspired a nation ready for a fresh and modern leader prepared to tackle twenty-first century problems. And, his innovative use of online and social media tools allowed millions of supporters to easily get involved in the campaign, igniting a movement never seen before in American elections. This paper analyzes how Barack Obama transformed political campaign marketing, utilizing both traditional and new ways to communicate and engage with the masses. This is accomplished by first illustrating a general framework for political marketing. Then, I examine the history of political campaign marketing, with a special emphasis on how technology has transformed the field over time. Lastly, I analyze how online and social media tools helped Obama win the election and how the internet has transformed the nature of political elections.
机译:2008年,巴拉克·奥巴马(Barack Obama)总统被任命为“广告时代”年度营销商,这是政治家首次获得该奖项。尽管总统候选人一直采用营销策略来交流其平台并说服选民支持他们,但奥巴马候选人的营销活动却彻底改变了这一领域。通过创新的营销策略,候选人巴拉克·奥巴马(Barack Obama)将自己从2004年的纯粹政治未知转变为2008年大选时的全球轰动。他对“希望与变革”和“党派任职”的呼吁深深吸引了美国人对布什的失败政策和华盛顿不断陷入僵局感到沮丧。他鼓舞人心的演讲和言论鼓舞了一个国家,为一个准备应对二十一世纪问题的新现代领导人做好了准备。而且,他对在线和社交媒体工具的创新使用使数百万支持者可以轻松地参与竞选活动,引发了美国大选前所未见的运动。本文分析了巴拉克·奥巴马(Barack Obama)如何利用传统的和新的方式与大众进行交流和互动,从而改变了政治竞选营销。这是通过首先说明政治营销的一般框架来完成的。然后,我回顾了政治竞选营销的历史,特别着重于技术如何随着时间改变了这一领域。最后,我分析了在线和社交媒体工具如何帮助奥巴马赢得选举,以及互联网如何改变了政治选举的性质。

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    MIchaelsen Abigail;

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