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This book explores the 2019 Canadian Federal Election through a political marketing framework. Justin Trudeau’s leadership appeal, coupled with the differentiation of Canadian politics from American politics over recent elections, has contributed to a spike in interest for politics in the Canadian context. This collection provides in-depth quantitative and qualitative research of different aspects of this election, including the attempted re-branding of the Conservative Party under Andrew Scheer, the marketing of the NDP with the selection of the first visible minority party leader in Canadian history, the political marketing of the Bloc Québécois, Green Party, and People’s Party and, foremost perhaps, the brand maintenance of Trudeau and the Liberal Party of Canada. The book also looks at campaign marketing, and considers how the parties in this election utilized market intelligence, consumer data and vote targeting, and wedge issues during the campaign. Jamie Gillies is Associate Professor of Communications and Public Policy and Executive Director of the Frank McKenna Centre for Communications and Public Policy at St. Thomas University in Fredericton, Canada. Vincent Raynauld is Assistant Professor in the Department of Communication Studies at Emerson College in Boston, USA, Research Associate in the Groupe de recherche en communication politique (GRCP) at Université Laval in Québec, Canada, and Affiliate Professor in the Département de Lettres et Communication Sociale at the Université du Québec à Trois-Rivières, Canada. André Turcotte is Associate Professor in the School of Journalism and Communication and in the Riddell Program in Political Management at Carleton University in Ottawa, Canada.

Political campaigns. --- Campaigns, Election --- Campaigns, Political --- Election campaigns --- Electioneering --- Electoral politics --- Negative campaigns --- Politics, Practical --- Elections --- Canada --- Canada (Province) --- Canadae --- Ceanada --- Chanada --- Chanadey --- Dominio del Canadá --- Dominion of Canada --- Jianada --- Kʻaenada --- Kanada (Dominion) --- Ḳanadah --- Kanadaja --- Kanadas --- Ḳanade --- Kanado --- Kanakā --- Province of Canada --- Republica de Canadá --- Yn Chanadey --- Καναδάς --- Канада --- קאנאדע --- קנדה --- كندا --- کانادا --- カナダ --- 加拿大 --- 캐나다 --- Lower Canada --- Upper Canada --- Politics and government --- Kaineḍā --- Elections. --- Marketing. --- Political leadership. --- Communication in politics. --- Electoral Politics. --- Political Leadership. --- Political Communication. --- Political communication --- Political science --- Leadership --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Franchise --- Polls --- Plebiscite --- Political campaigns --- Representative government and representation --- Marketing

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This book explores the 2019 Canadian Federal Election through a political marketing framework. Justin Trudeau's leadership appeal, coupled with the differentiation of Canadian politics from American politics over recent elections, has contributed to a spike in interest for politics in the Canadian context. This collection provides in-depth quantitative and qualitative research of different aspects of this election, including the attempted re-branding of the Conservative Party under Andrew Scheer, the marketing of the NDP with the selection of the first visible minority party leader in Canadian history, the political marketing of the Bloc Québécois, Green Party, and People's Party and, foremost perhaps, the brand maintenance of Trudeau and the Liberal Party of Canada. The book also looks at campaign marketing, and considers how the parties in this election utilized market intelligence, consumer data and vote targeting, and wedge issues during the campaign. Jamie Gillies is Associate Professor of Communications and Public Policy and Executive Director of the Frank McKenna Centre for Communications and Public Policy at St. Thomas University in Fredericton, Canada. Vincent Raynauld is Assistant Professor in the Department of Communication Studies at Emerson College in Boston, USA, Research Associate in the Groupe de recherche en communication politique (GRCP) at Université Laval in Québec, Canada, and Affiliate Professor in the Département de Lettres et Communication Sociale at the Université du Québec à Trois-Rivières, Canada. André Turcotte is Associate Professor in the School of Journalism and Communication and in the Riddell Program in Political Management at Carleton University in Ottawa, Canada.

Social psychology --- Politics --- Marketing --- Mass communications --- politieke wetenschappen --- communicatie --- marketing --- politiek --- leidinggeven --- verkiezingen

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"Political Marketing in the 2021 Canadian Federal Election provides an insightful and timely contribution to the field of political science and modern political campaigning. It provides a nice balance between practical review and detailed theoretical analysis. The book also covers several topics of growing importance both politically and academically, such as populism, identity and grievance politics, as well as polarisation and negative campaigning. As a result, the book acts as a good marker between the Canadian election campaign strategies of the past and the drastic changes we will likely see moving forward. I highly recommend this book for academics, students and practitioners alike." --- Edward Elder, Faculty of Arts, University of Auckland, New Zealand "The 2021 Canadian federal election provided scholars with an extraordinary opportunity to study political marketing as applied during a global health crisis. From how one party galvanized the role of anger, to the hyper masculine focus of marketing the leaders through digital communications, to the challenge faced by party brands in the face of rising populist sentiment on both the left and the right, this collection sheds much needed light on the changing dynamics within the Canadian electorate and how parties use marketing tools - with varying degrees of success - to respond to them. Readers will learn much from the chapters offered here." --Anna Esselment, Associate Professor of Political Science, University of Waterloo This book will offer a fresh take on the dynamics of the 2021 Canadian federal election and differentiates from The Canadian General Election book series or other books looking at the campaign horse race and results. It will instead focus on elements pertinent to the political marketing literature. Besides chapters by leading and emerging political marketing academics from different disciplines (e.g. communications, political science, political management), the co-editors of this edited volume have solicited contributions from practitioners in different fields related to political marketing (e.g. polling). Some chapters are collaborations between leading academics and practitioners, which should be a source of new insights into dynamics of political marketing that will make this edited volume unique from others published previously. In other words, the book's content will be taking our current understandings of Canadian political marketing in new directions. Jamie Gillies is Professor of Communications and Public Policy and Chair of the Department of Journalism and Communications at St. Thomas University in Fredericton, New Brunswick, Canada. Vincent Raynauld is Associate Professor in the Department of Communication Studies at Emerson College in Boston, Massachusetts, USA. André Turcotte is Associate Professor in Communication and Political Management at Carleton University in Ottawa, Ontario, Canada.

Politics --- Marketing --- Mass communications --- politieke wetenschappen --- communicatie --- marketing --- politiek --- verkiezingen