Journal of the Academy of Marketing Science

, Volume 2, Issue 2, pp 401–405 | Cite as

Marketing political candidates: why all the fuss?

  • Kenneth G. Sheinkopf


In general, then, political ads are very similar to product ads. The same basic techniques are used in trying to achieve the same outcome: adoption of the product/candidate.


Political Candidate Marketing Technique Marketing Process Television Spot Political Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  1. Anonymous, 1952. “A $2,000,000 Program to Gurantee an Eisenhower Victory.” Unpublished report, located in papers of Rosser Reeves, Wisconsin State Historical Society, Madison, Wisconsin.Google Scholar
  2. Atkin, Charles K., Bowen, Lawrence, Nayman, Oguz B., and Sheinkopf, Kenneth G. 1973. “Quality Versus Quantity in Televised Political Ads”. Public Opinion Quarterly 37 (Summer) 209–224.CrossRefGoogle Scholar
  3. Bowen, Lawrence, Atkin, Charles K., Sheinkopf, Kenneth G., and Nayman, Oguz B. 1971. “How Voters React to Electronic Political Advertising: An Investigation of the 1970 Election Campaigns in Wisconsin and Colorado.” Paper presented to the American Association for Public Opinion Research, Pasadena, California.Google Scholar
  4. Mendelsohn, Harold and Crespi, Irving. 1970. Polls, Television, and the New Politics. Scranton, Pa.: Chandler.Google Scholar
  5. Nimmo, Dan. 1970. The Political Persuaders. Englewood Cliffs, New Jersey: Prentice-Hall.Google Scholar
  6. Reeves, Rosser. 1952. Unpublished letter to Gordon Cotler, located in papers at Wisconsin State Historical Society, Madison, Wisconsin.Google Scholar

Copyright information

© Academy of Marketing Science 1974

Authors and Affiliations

  • Kenneth G. Sheinkopf
    • 1
  1. 1.Florida Technological UniversityUSA

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