Manifestos as an extended marketing campaign
Manifestos are one of the main means by which parties project their ‘brand’, chiefly by presenting policy prescriptions which collectively position them at clearly identifiable points along the political spectrum. This chapter focuses on the manifesto as a platform to project each party’s brand, as...
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| Format: | Book Section |
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Palgrave Macmillan
2016
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| Online Access: | https://eprints.nottingham.ac.uk/50878/ |
| _version_ | 1848798360984616960 |
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| author | White, Andrew |
| author2 | Lilleker, D. |
| author_facet | Lilleker, D. White, Andrew |
| author_sort | White, Andrew |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Manifestos are one of the main means by which parties project their ‘brand’, chiefly by presenting policy prescriptions which collectively position them at clearly identifiable points along the political spectrum. This chapter focuses on the manifesto as a platform to project each party’s brand, as well as how that brand is communicated to the electorate through mini-campaigns and media events. Space does not allow a consideration of all policies; so, given that it was a key concern of the public, was central to the campaign and featured prominently in the main parties’ manifestos, economic policy is the main focus of this analysis. Overall, the chapter contends that the Conservative brand narrative was the clearest and most credible, which may have contributed significantly to their election victory. |
| first_indexed | 2025-11-14T20:18:33Z |
| format | Book Section |
| id | nottingham-50878 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:18:33Z |
| publishDate | 2016 |
| publisher | Palgrave Macmillan |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-508782020-05-04T17:52:20Z https://eprints.nottingham.ac.uk/50878/ Manifestos as an extended marketing campaign White, Andrew Manifestos are one of the main means by which parties project their ‘brand’, chiefly by presenting policy prescriptions which collectively position them at clearly identifiable points along the political spectrum. This chapter focuses on the manifesto as a platform to project each party’s brand, as well as how that brand is communicated to the electorate through mini-campaigns and media events. Space does not allow a consideration of all policies; so, given that it was a key concern of the public, was central to the campaign and featured prominently in the main parties’ manifestos, economic policy is the main focus of this analysis. Overall, the chapter contends that the Conservative brand narrative was the clearest and most credible, which may have contributed significantly to their election victory. Palgrave Macmillan Lilleker, D. Pack, M. 2016-05-12 Book Section PeerReviewed White, Andrew (2016) Manifestos as an extended marketing campaign. In: Political marketing and the 2015 UK General Election. Palgrave Macmillan, Basingstoke, pp. 35-48. National Health Service; Press Conference; Labour Party; Extend Brand; Coalition Partner https://link.springer.com/chapter/10.1057/978-1-137-58440-3_3 doi:10.1057/978-1-137-58440-3_3 doi:10.1057/978-1-137-58440-3_3 |
| spellingShingle | National Health Service; Press Conference; Labour Party; Extend Brand; Coalition Partner White, Andrew Manifestos as an extended marketing campaign |
| title | Manifestos as an extended marketing campaign |
| title_full | Manifestos as an extended marketing campaign |
| title_fullStr | Manifestos as an extended marketing campaign |
| title_full_unstemmed | Manifestos as an extended marketing campaign |
| title_short | Manifestos as an extended marketing campaign |
| title_sort | manifestos as an extended marketing campaign |
| topic | National Health Service; Press Conference; Labour Party; Extend Brand; Coalition Partner |
| url | https://eprints.nottingham.ac.uk/50878/ https://eprints.nottingham.ac.uk/50878/ https://eprints.nottingham.ac.uk/50878/ |