Monday, June 22, 2009

Some ideas for readers to comment upon - a course at Northwestern on Business Lessons from Politics Using the 2007-2008 U.S. Presidential Campaigns:
Title: IMC Lessons from Politics and Policy – 2007-2009
Marketers and communicators are more aware than ever of the impact of IMC on the 2008 Presidential election and the continued communications by the White House ( Some experts say the Obama campaign stands as the most outstanding strategic marketing and communications plan and program in history. What are the examples and evidence of the campaign’s success? What are the lessons from 2007 to 2009 that business leaders, not-for-profit leaders and political managers will need to know for achieving fundraising, volunteer or corporate social responsibility goals? The bar has been raised for client and professional expectations on IMC marketing plans and continuous campaigns. Parts of the dozen books already published on the campaign, along with research supporting the campaign decisions document the value of new marketing strategies. The class will work with political and policy business and political campaign experts to analyze the campaign with lessons for IMC practitioners in mind. The course will also provide insight to the role of government and business working on common issues and policies that will dominate the conversations between business and government over the next 3-8 years. The course planning committee includes a former Governor, an IMC graduate who is a political consultant, other communications professionals who work on campaigns and business accounts and the professor with several years of campaign and public office experience along with research and public commentary experience for the media.
Possible Readings
Barack, Inc.: Winning Business Lessons of the Obama Campaign by Barry Libert and Rick Faulk (Hardcover - Jan 15, 2009) Buy new: $19.99 $13.59 (84)
How Obama Won by Earl Ofari Hutchinson (Paperback - Dec 18, 2008 $13.95
Campaign Advertising and American Democracy by Michael M. Franz, Paul B. Freedman, Kenneth M. Goldstein, and Travis N. Ridout (Paperback - Nov 28, 2007)
Campaigning for Hearts and Minds: How Emotional Appeals in Political Ads Work (Studies in Communication, Media, and Public Opinion) by Ted Brader (Paperback - Jan 1, 2006) (3)
The SAGE Handbook of Political Advertising by Dr. Lynda Lee Kaid and Christina Holtz-Bacha (Hardcover - Jun 14, 2006)
“Campaigns and Elections: Politics” campaign industry publication. E.g. “Case Study-Integrating Old and New Media June 2009. (compilation of 58 years of political broadcast advertising and web ads,, ( organizing for America).
Other consulting sites, directories, sources from industry and the web.
Industry and academic research articles from the instructor.
Optional: Mobilizing Generation 2.0: A Practical Guide to Using Web2.0 Technologies to Recruit, Organize and Engage Youth by Ben Rigby and Rock the Vote (Paperback - April 25, 2008)

Suggested Topics for lectures, research topics, speakers and discussion:
Chronology of the 2007-2008 Presidential Campaign: How Presidential Political Planning Works
IMC in Campaigns: A short history of campaign communications
Controversy about political advertising and communications: First Amendment Threats and Protection
Does political communication work? How much does it cost?
Social Media Applications in the Democrat 2008 Primaries
Traditional Campaigns – Hillary Clinton
New Politics Campaign – Barack Obama
Where were the Republicans?
Is the 2008 Campaign an Aberration?
Measuring Political Campaigns – During the Campaign and Controversy
Changing strategies and tactics mid-stream based on
instant polls and analytics
Staying the course – Theory of Leadership
Political and Corporate Corruption
Lessons from Campaigns for Business
The CEO as a public figure and the public corporation
Mobilizing voter consumers (VC) old and new school
Does Negative Political Advertising and Campaigning Work? Should Business Use it?
Campaign Transparency
Self-correcting campaigns
Does political financing of business = business financing of politics?

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