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Citation

Thesis Title
Advertising and the Market Orientation of Political Parties Contesting the 1999 and 2002 New Zealand General Election Campaigns

Read article at Massey Research Online:

Dr Robinson examined the advertising messages of the highest polling political parties for evidence of voter and competitor orientation in the 1999 and 2002聽New Zealand聽general election campaigns. She found plausible associations between the visual manifestation of market orientation in political advertisements and parties鈥� achievement of their party vote goals. Successful parties demonstrated an affinity for their target voter groups through images of core voters and their environments, and images of party leaders interacting with voters. Concern for the satisfaction of the needs of core voters was demonstrated by using words of togetherness and proving the party had met their previous promises. Successful parties were clear about what they were offering in exchange for the party vote and recognised the need to offer something in addition to previous offerings in order to attract new voters. Dr Robinson鈥檚 findings should be of interest to political parties planning future election campaigns

Supervisors
Professor Kerry Taylor
Associate Professor James Watson