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INTEGRATED MARKETING COMMUNICATION IN POLITICS?

Article · June 2009

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The Annals of The "Ştefan cel Mare" U niversity Suceava. Fascicle of The Faculty of Economics and Public Administration Volume 9, No.1(9), 2009

INTEGRATED MARKETING COMMUNICATION IN POLITICS?

Ovidiu-Aurel GHIUŢĂ
Assistant, University Ştefan cel Mare Suceava Roma nia
PhD. Student, University A.I. Cuza Iaşi Roma nia
[email protected]

Abstract:
The current study has practical applicability in politic al domain and theoretical involvement at political
marketing communication level. The type of the research is a qualitative one, using as survey methods scientific
observation and documentary search. The aim of the research is to prove the applicability of marketing communication
concept integrated in political marketing and global marketing communication. There are also exceptions, just
analyzing the industry – politics, in which integrated communication can’t be considered global communication.
The subject of integrated marketing communication is relatively a new one in marketing (two decades), but its
applicability in political domain and the specifications that assumes this application represents o new vision at
European and worldwide level. This study clearly presents the differences between the integrated marketing
communication and global marketing communication.
In documentary research, the author used studies belonging to Anglo – Saxons theoreticians and practitioners
(Americans, Canadians, Britis h) but also Europeans (French, Belgians, Romanians). The main reason is the fact that in
marketing domain on extremely narrow scientific sections the visions belonging to these two main orientations aren’t
always equable. Also, in scientific observation, t he research analyses political events from United States of America,
France and Romania. Due to this reason, we can affirm that the current study has not only a regional applicability but
also a global one.

Key words: integrated marketing communication, global communication, political communication, marketing
communication in politics, political marketing.

JEL Classification: M31

INTRODUCTION

Marketing practice has been developing towards its object. The marketing methods aren’t
reserved anymore just for commercial companies. They can be practiced with success by cultural
and religious institutions, political parties and people. Nowadays, there aren’t anymore reserved
domains where marketing principles can’t be applied. It’s impossible to consider pol itical marketing
a simple sectoral branch, not even an application domain for traditional basic techniques. (Revue
français de marketing, 2006).
According to the most well known worldwide marketing manual (Marketing Management)
between the ten types of e ntities where marketing can be applied we can identify six of them which
are in contract with political field: events, people, places, organizations, information and ideas.
(Kotler, 2006).
This study belongs to a larger research whose theme is the brand influence in voter’s
behavior. The researcher utilized as methods the scientific observation and documentary research.

COMMUNICATION AND POLITICAL MARKETING

Professional political communication and political marketing concepts are dating from the
second half of XX century. The introduction of marketing in politics is due to the elaboration of a
policy of political communication: a global step of conception, accomplishment and achieving the
objects of modern political communication.
The genesis of modern political marketing is related by the history of political
communication from United States of America. The presence of modern political marketing on
North American continent was quickly built: in less than one century between the presidential
election from 1952 and those from 1960, it became indispensable.
The Annals of The "Ştefan cel Mare" U niversity Suceava. Fascicle of The Faculty of Economics and Public Administration Volume 9, No.1(9), 2009

Political parties manifested their interest for marketing methods that could be used in a way
to understand much better the profiles of voters and to influence them much easier. (Lindon, 1976)
Nowadays, in XXI century, there are often discussions about integrated marketing
communication, meaning selecting the best communication channels, achieving the best media plan
and using a clear and coherent message. In this study we will approach global commun ication as
taking part from integrated marketing communication, because in all specialists’ definitions, global
communication represents a clear and coherent communication for the entire organization. These
concepts can be also identified in integrated mar keting communication definitions.
For marketer there is a dilemma: increasing media number or number of means of
communication. A high number of sources bomb the consumer. For him, the communication of one
political party belongs to the same speech even if it’s created by the president of the party, the
president of district organization of the party, spokesman at district or national level, if it’s an
article about a remarkable member, a flyer found in post box, a mass on yahoo messenger or a
broadcast spot at local/national television channel. All these persons and actions represent for the
voter the image of the party which is produced by his mind. We’d rather not use the enforcing
formula “must” like all the representative members of parties and all t he communication
instruments used to say the same thing. We talk about the same idea, direction and meaning but not
about the appropriation word by word of the same kind of speech.

MARKETING INTEGRATED COMMUNICATION

„Integration is a marketing catch phrase of the moment. Its value propositions seem
unquestionable strong – the whole of a marketing initiative can be greater the sun of its
multidisciplinary parts if those parts tightly together to assist one another .” (Sasu, 2005)
During the 80’s many c ompanies recognised the necessity of a strategic integration of
promotional instruments. They were interested in principles of integrated marketing
communication.
In commercial marketing there has been a lot of talking, especially in the last decade, abo ut
integrated marketing communication conception. Integrated marketing communication consists in
the elaboration of one global communication strategy which aims to create solid relations with the
clients, showing to costumers that the company and its produ cts help them to satisfy their needs.
Marketing communication has its roots based on advertising, promoting the sales, public
relations and direct marketing. Each of these fields had evolved in distinct ways and industries and
the only chance to communica te is the integration of each part of this amalgam.
To clarify these relative new notions I will present the specialists’ definitions from the
domain.
In the 8th French edition of The Marketing principles from 2007, Armstrong and Kotler
comprehend through integrated marketing communication a concept which represents the fact that a
company integrates carefully its numerous communication channels with the aim to launch a clear,
coherent and attractive message about itself and its products.
Balloffet and Coderre (2005), teachers at North American universities, assert: „ Integrated
marketing communication consists in coordinating the elements of promotional mix and other
activities of permanent marketing communication with clients of the company”.
In 2002, Duncan considers integrated marketing communication a process realised for
administrating relations with clients and giving a value for the brand. More precisely, it’s a crossed
functional process for creating and maintaining profitable relations with the clients and shareholders
in order to control and influence all the messages that are send to each group, including data
collection and achieving a constructive dialog.
„An organisation’s unified, coordinated effort to promote a brand concept t hrough the use
of multiple communications tools that « speak with a single voice»” represents the definition given
by Shimp, definition which brings the integrated marketing communication very close to branding
process and organisation’s brand. (Shimp, 2000)
The Annals of The "Ştefan cel Mare" U niversity Suceava. Fascicle of The Faculty of Economics and Public Administration Volume 9, No.1(9), 2009

A more complex definition, but less succinct is given by Pickton and Broderick: „ Integrated
marketing communications is a process which involves the management and organization of all
« agents » in the analysis, planning, implementation and control of all marketing contacts, media,
messages and promotional tools focused at selected target audiences in such as to derive the
greatest enhancement and coherence of marketing communications effort in achieving
predetermined product and corporate marketing com munication objectives”, definition which has
as main vision the synergetic phenomenon of integrated marketing communication. (Pickton,
Broderick, 2005).
The famous teacher and French practitioner Jaques Lendrevie used the concept of efficacy
in integrated marketing communication: „Integrated communication through various channels
means the selective, complementary, united appropriation of many communication channels for
speaking with the same voice at maximum level of efficacy .” (Lendrevie, de Baynast, Rio u, 2004)
Later on, in the same book the author reverts in order to provide a more ambitious definition:
„Integrated marketing communication has as objective the best re -entrance of communication
expenses using a strategy founded on architecture of distingu ish channels which are functioning in
synergy and spreads coherent messages. It’s orientated to clients, their perceptions and behaviors.
Its efficacy depends on multidisciplinary competences of responsible people that are leading the
company…”
Among first publications about integrated marketing communication it’s relevant the article
written by Duncan and Everett published in 1933 in Journal of Marketing Research. In this article
we find the following regards: „ A concept of marketing communication plan ning that recognizes
the added value of a comprehensive plan that evaluates the strategic roles of a variety of
communication disciplines, e.g. general advertising, direct response, sales promotion and public
relation – and combines these disciplines to pr ovide clarity, consistency and maximum
communication impact. “
Analyzing the definitions we can notice that the main common idea is that in integrated
marketing communication the tools of communication that are used independently combined in a
way to allow the achievement of a synergetic level. The resulted communication is more
homogeneousness.

INTEGRATED MARKETING COMMUNICATION IN POLITICS?

In politician’s case we can talk about integrated marketing communication. If he is the only
one who is representing his brand this means there are other persons around him that can radically
influence his image. For a politician’s condition it is recommended the integration of messages in
different communication channels. Analyzing the communication channels use d by Romanian
politicians we can affirm: mass – media means (in the frame of these channels, communication can
be direct, by participating to talk -shows, different broadcasts, or indirect by journalists’ comments
about politician’s statements for press age ncies) and non mass media means (public relations, direct
marketing and personal blogs). Between mass media means that are used for political
communication the researcher agrees that the most relevant media channels are: written press
(magazines, newspapers), television, radio and billing.
Even a well prepared integrated marketing communication planning can produce little
unpleasant surprises, but this integrated marketing communication can save a politician from an
eventual disaster in obtained positioni ng or a possible failure in elections. Let’s take as example the
virtual communication through internet. In Romania the rate of internet penetration is relatively low
in comparison with European averages. A study made by Internet World Stats effectuated in March
2008 shows a penetration rate of 53,9 % while the European mean is 59,9 % and taking in
consideration the significant differences between urban and rural environment.
Therefore at uninominal parliamentary elections carried on November 2008, in Ias i, in urban
environment, from 15 candidates of district parliamentary parties for Deputy Chamber 11 of them
had and used a website or a personal blog for communicating with the voters. This candidates’
The Annals of The "Ştefan cel Mare" U niversity Suceava. Fascicle of The Faculty of Economics and Public Administration Volume 9, No.1(9), 2009

interest manifested for virtual mean is due to the str ategy of achieving the segments of younger
audience, using the internet, but also for direct communication, without intermediates (which gives
the possibility to bias the message). The usage of websites and personal blogs offers the candidates
a total control of sent message, which is not available for the indirect communication in mass
media. A personal blog can be quite useful for a politician especially when he finds himself in the
position of defending from a negative campaign launched against his image . Many times this
negative campaign is accomplished together with blocking the candidate’s access to some media
channels (television, written press). This is the reason why, for a politician, it’s vital to own direct
communication means unmediated with vot ers.

GLOBAL MARKETING COMMUNICATION

Among worldwide specialist’s point of view, integrated marketing communication includes

also the global marketing communication which means the communication through one single
voice of the same message regardi ng the organisation and its products in a global way of speaking.
Integrated marketing communication includes also the concept of efficacy, the best usage of
communication medias and channels and the synergy of simultaneous appropriation of these
methods.
Nevertheless integrated marketing communication isn’t and doesn’t mean always global
communication. The proof comes from politics. We have the example of new leaders’ ascending.
The party isn’t an enterprise; it’s a democratic entity which allows the com munication of opinions
that don’t have the same vision like its leadership. There are moments when the practice requires
dissident’s existence within the framework of party. The party is an organisation where there is a
powerful internal competition for fo rce. In the positioning strategy through leader there is a moment
when it must be achieved a strength takeover. If the leaders have a good image in voters’ perception
and only time passing can change him (for example after 12 years of leadership of one par ty or after
two president’s seats) it must be achieved an image extension from the older leader to the new one.
Here we must talk about global communication for one party where internal strokes are forbidden.
We have the example of Social Democratic Part y (PSD) from Romania, in 2004: PSD used
the position through doctrine, especially through leaders. During 1990 – 2000 the incontestable
leader of the party was Ion Iliescu and during 2000 – 2004 the change of the leader was produced
when Adrian Năstase had to achieve that takeover of the power, realised in a considerable
proportion, but not in total amount. In 2004, Ion Iliescu was capable to win a new seat as president
or Romania, but the Constitution didn’t allow because he already used the maximum number of
mandates for becoming the president of Romania. Despite the fact that Iliescu was in election
campaign with Adrian Năstase, the PSD candidate, he couldn’t transfer him a big part from his
popularity. This is one of the reasons why PSD lost the presidential elections and in this way started
a party decline.
There are situations when the leader’s image doesn’t help the party. For instance, when he
lost the elections at a big difference or he obtained an extremely faint outcome in comparison with
the expected one. In this case, the new team and especially the new leader must have a differe nt
attitude and communication towards the leader that failed. There are tactics used for attracting the
attention toward the party when a leader launches a false attack against the leadership, just for
creating hubbub in mass media. With this technique the attention can be cached and won the
notoriety chapter, showing that there is democracy in the party and all the members are free to
express their opinions.
The third example of integrated marketing communication, but not a global one is the
internal elections in American parties for the investiture of being the representative of the party for
presidential elections: the most recent fact is the election campaign from United States of America
from 2008. In Democratic Party, Hillary Clinton competed with Ba rack Obama for investiture.
Between them there was a real struggle in order to conquer the internal elections in the party and
The Annals of The "Ştefan cel Mare" U niversity Suceava. Fascicle of The Faculty of Economics and Public Administration Volume 9, No.1(9), 2009

during the competition. Many times, both candidates had different visions about the development,
the external policy and economy of United States of America.
Another possible example when global communication isn’t indicated is the situation when
the president of a district organisation has a contradictory opinion with the national leader of the
party, taking the defence in an imp ortant cause for the community members. In case he manages to
solve the problem in a favourable way for the voters and especially when the event takes place near
a local election we can draw the following conclusion: this aspect can be a pre – campaign tactic or
a well done campaign. The hypothesis is still available considering the fact that local and national
elections don’t take place at the same time.
Integrated marketing communication is more significant for a bigger entity, a political party
than a politician. More messages are delivered by transmitters more the situation becomes
complicated and an integrated marketing communication is required. For a party it is necessary to
combine advertising, public relations, direct marketing, internet marketing in order to obtain a
simpler, convergent, clear, persuasive and homogeneousness communication .

CONCLUSIONS

In order to understand the consumers it is required to know when and how to talk to them. It
is also good to know when to stop the communicat ion. It’s useful to posses more options in order to
find the best solution for communication. But a lot of options don’t provide in a necessary way o
good solution (Droga, 2008). Holding an optimal solution we need to accomplish an integrated
marketing communication.
For sure, we can successfully apply the concept of integrated marketing communication in
politics domain. Although the global communication is included in integrated communication, the
politics is the domain which proves that there are except ions where integrated communication can
be applied being in contradiction with the global one.

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