The Marketing of an American President

In 1952, advertising guru Rosser Reeves convinced Dwight Eisenhower that airing TV commercials on popular programs would reach more voters than other forms of advertising. Eisenhower's opponent, Adlai Stevenson, in contrast, was quoted as saying, "The idea that you can merchandise candidates for high office like breakfast cereal is the ultimate indignity to the democratic process." Needless to say, he was a two-time loser to Eisenhower! Therefore, as with consumer product marketing, political advertising via television was initiated emphasizing the USP or "unique selling proposition", the key feature that would differentiate the product (candidate) from the competition. This 6-week course will highlight the marketing principles and strategies utilized to run political campaigns in the U.S. Although the course primarily will focus on the stages of Presidential races, including polling, fundraising, communication strategies, media, and television commercial evaluation, the marketing techniques employed can be applied to congressional, state, and local elections. Students will analyze campaign case studies from the 2016, 2012, and 2008 election cycles and examine the results of the 2020 Presidential campaign and key 2022 midterm races, based on the above criteria. Relevant data pertaining to the 2024 Presidential race will also be addressed.