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Measuring communication channel experiences and their influence on voting in the 2010 British General Election

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Abstract:

This article describes how a unique research approach was used to evaluate how different communication channel experiences influenced floating voters during the campaign period of the 2010 British general election. Most previous research focuses on voting behaviour as a single cross-sectional phenomenon, and on self-assessments of the relative importance of marketing communications – during, or more typically after, the campaign. This study outlines the influence of different marketing communications (including word-of-mouth and PR through mediated communications) over time using a longitudinal panel of floating voters and a real-time tracking approach. Results indicate the relative importance of the debates, used in 2010 for the first time in the UK, and more surprisingly the relative importance of party election broadcasts and posters.

Keywords: channel effectiveness; marketing influence; political marketing; real-time experience tracking

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2011.587827

Affiliations: 1: Cranfield School of Management, UK 2: MESH Planning, UK

Publication date: July 1, 2011

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