Obama’s Political Marketing In2008

Political Marketing has been rising since1990s,which includes Political Science,Marketing,Communication,Management etc. It considers the political elections in American social life as research object. It formulates and guides the political elections with the logic of business marketing. So,Politicl Marketing is viewed as what guides politial elections campaign in using business marketing theory, which has several features: target of politic, means of business, protection by laws, interaction between subjective and objective. But there are much difference between political markting and business marketing.Barack Obama was elected as the first black president in American history on November4,2008. Subprime Crisis, Financial Crisis, the Iraq War, Unemployment, Health-care had gained American public’attention. Obama and his team drawed up their election platform by American voters, and timely proposed the slogan of’change". In general, Obama’politial marketing campaign liked this: First,they divided American voters into many groups,several of which were viewed as their target-voters groups.Second,they positioned itself,drafted election platform and personal image with established target-voters. Finally, they must draw up the campaign strategy,and strove to sell the campaign products drafted to target-voters groups established,and gained the support of voters. Through political marketing,Obama successed to establish an alliance of middle-left voters,and beated John McCain who was the republican presidential candidate with it.Internet was turned into Obama’politial card and tool,which was used to sell his politial products and to gain the support of voters. Obama did not only make voters accept his election-image of fresh,young,and change,but also successfully launched Internet Marketing,which got a lot of support of young voters.However,we must pay attention to the positive effect and negative effect of political election campaign with business marketing.