Page 322 - The Handbook of Persuasion and Social Marketing

298 Index

Petty, R. E., Schumann, D. W., 71; mediated (indirect) campaign,
Richman, S. A., & Strathman, A. J., 71; message development, 70; in
37, 40, 41, 57 Mexico, 67; mutual exchange, 71;
Petty, R. E., Wegener, D. T., & White, party leader-oriented democracy,
P. H., 42, 57 67; party message, 70; party-
Petty, Richard E., 291 oriented democracy, 69; permanent
Petty, Ross D., 291 political campaign, 69–70;
Pew Internet and American Life personal (direct) campaign, 70; in
Project, 137 Poland, 69; political marketing
photo manipulation, 183–184 defined, 64; positioning process,
Pistorius, Oscar, 132 70; “promise concept,” 71;
policy formation process, 253, 254 relationship building, 71; in the
(fig.) United Kingdom, 67; voter
political advertisements, negative segmentation, levels of, 70; voters
framing in, 111–115; anxiety and, segments, identifying, 70
115; Bush vs. Kerry presidential political marketing model of
campaign, 112–113; Clinton vs. persuasion, 115–120; agenda-
Dole presidential campaign, 113, setting, 118; assumed result of
114 (fig.); “Daisy Girl” example, political persuasion through
114; efficacy of, 115; emotional priming and framing, 119;
response, 114–115; impact of campaign goal, 116, 118;
negative comparative advertising, democracy and, 119, 120; diagram
113–114; negative framing, 112; of, 117; ethics and, 119; framing,
negative political advertising, 113; 118, 119; influence of political
negativity, strength of, 111–112; marketing, 119–120; interest
“negativity effect,” 112; groups, 116; key elements of the
psychological mechanisms in, 115; political communication process,
Wisconsin Advertising Project. 116; media agenda, 116; media
(2008) on, 115 salience, 118; message
political marketing as a vehicle of development, 116; methods of
persuasion, 66–71; advanced influencing citizens, 118; “policy-
model of political marketing, 67, by-marketing,” 119; priming, 118;
68 (fig.); campaign platform, priming and framing, 118–119;
defining of, 70; in China, 69; relationship between the media
democracy orientation, 67; and politicians, 116; voter
government-oriented democracy, predispositions, 116; voter
69; grassroots effort, 70; “hard” and segmentation, 116
“easy” political issues, 80; key political speech, 177
elements of the permanent Politics (Aristotle), 61, 120
marketing campaign, 70; low- Popkin, S., 63, 126
information rationality (‘gut’ Population Services International, 15
reasoning), 66; macrostructures, positive and negative framing in
66; macro view on political shaping the behaviors of undecided
marketing, 66; mass media and, voters, 107–111; ambiguous