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An Exploration of the Advertising Ambitions and Strategies of the 2001 British General Election

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Abstract:

This paper reports on one element of our wider study investigating the 2001 British General Election national advertising, and the attitudes and perceptions of the young British electorate to the campaigns. The discussion presented here explores the strategies and ambitions of the Conservative, Labour and Liberal Democrats' 2001 national advertising campaigns. Our analysis is based on indepth interviews with key members of the three parties advertising agencies; content analysis of the national posters, press and party election broadcasts; and secondary source information e.g. coverage in the marketing and advertising press, newspaper, radio and TV reporting. A number of issues emerge including the key role of the advertising in agenda setting and agenda control, evidence of media misrepresentation of the central advertising themes, the poor use of the Internet, and the rather limited ambitions for the advertising itself.

Keywords: ADVERTISING; ADVERTISING STRATEGY; CAMPAIGNS; CONSERVATIVE PARTY; ELECTIONS; LABOUR PARTY; LIBERAL DEMOCRAT PARTY; MARKETING COMMUNICATIONS; POLITICAL MARKETING; PUBLIC RELATIONS

Document Type: Research Article

DOI: https://doi.org/10.1362/026725701323366700

Publication date: 2001-11-01

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