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Notes Introduction: Propaganda and Political Marketing 2 Stanley Kelley, Professional Public Relations and Political Power (1956) p. 210. 2 Hugo Young and Anne Sloman, The Thatcher Phenomenon (1986) p. 94. 3 Ibid., pp. 94-5. 4 See especially New Statesman's election edition, 10 June 1983. 5 For an account of the programme, see The Listmer, 16 June 1983. 6 Wendy Webster, Not A Man To Matcll Her (1990). 7 Philip Kleinman, The Saatchi & Saatchi Story (1987) p. 32. 8 Campaign, 30 November 1990. 9 Martin Harrop, 'Political Marketing', in ParliamentaryAffairs,July 1990, 43(3). 10 Interview with Peter Mandelson at the Labour Party conference, Black- pool, October 1986. 11 'Party Presence', in Marxism Today, October 1989. 12 Harrop, op. cit. 13 The £11 million figure is quoted in Eric Clark, The Want Makers (1988) p. 312. For a full account of the GLC campaign and its success in shifting public opinion, see Robert Waller, Moulding Political Opinion (1988). 14 Obse1ver, 24 December 1989. 15 Richard Rose, Influencing Voters (1967) p. 13. 16 See Michael Cockerell, Live from Number 10, pp. 280-1. 17 Quoted in HJ. Hanham, Ekctions and Party Management: Politics in the Time of Disraeli and Gladstone ( 1978) p. 202. 18 Serge Chakotin, The Rape of the Masses: The Psychology of Totalitarian Propaganda (1939) pp. 131-3. 19 Ibid., p. 171. 20 Ibid. 21 See Max Atkinson, Our Masters' Voices (1988) pp. 13-14. 22 Quoted in Michael Thomas, The Economist Guide to Marketing (1986). 23 Michael J. Baker, 'One More Time- What is Marketing?', in Michael J. Baker (ed.), Tile Marketing Book (1991). 24 Nicholas O'Shaughnessy, The Phmomenon of Political Marketing (1990) p. 2. 25 Harrop, op. cit. 26 O'Shaughnessy, op. cit., p. 23. 27 Michael J. Baker, op. cit. 28 Tom McBurnie and David Clutterbuck, The Marketing Edge (1987) p. 7. 29 See, for example, Roland Perry, The Programming of the President (1984). 30 O'Shaughnessy, op. cit., pp. 43-5. 31 See Michael J. Baker, op. cit. 299 300 Notes 32 See KeithJ. Blois, 'Non-Profit Organisations and Marketing', in Michael ]. Baker ( ed.), op. cit. 33 John Ramsden, Th8 Making of Conseroative Party Policy (1980) p. 3. 34 See Richard Kelly, 'Party Organisation', in Contemporary &cord, April 1991 4(4). 35 The 1988 AGM of the National Union of ConseiVative and Unionist Associations accepted a Model Rule which obliged constituencies to select candidates only from a list approved by ceo. Although the centrally approved list existed previously, it had not been formally binding on constituency associations. 36 Michael Cassell, 'Hard left softened up as party leadership scents bet­ ter times', Financial Times, 3 October 1989. 37 See Nick Grant (Labour's publicity director), 'A Comment on La­ bour's Campaign', in I. Crewe and M. Harrop (eds), Political Communica­ tions: The General Election of 1983 (1986). 38 The Guardian, 24 April 1991. 39 For an article which captures well the predominant view of the 'pres­ idential' nature of British campaigns, see Richard Holme, 'Selling the PM', in Contemporary &cord, Spring 1988, vol. 2 ( 1). See also Bob Franklin Packaging Politics (1994). 40 Larry Sabato, Tile Rise of Political Consultants: New Ways of Winning Elec­ tions ( 1981). 41 Ibid., p. 7. 42 For a general introduction to the American party system and the ef­ fect of campaign finance rules and primary elections, see MJ.C. Vile, Politics in the USA ( 1983). See also Philip John Davies and Fredric Waldstein (eds), Political Issues in America Today (1987). 43 Sidney Blumenthal, The Pennanent Campaign (1982) pp. 22-6. 44 Quoted in O'Shaughnessy, op. cit., p. 5. 45 Sabato, op. cit., p. 37. 46 Roland Perry, op. cit., pp. 153-74. 47 Ibid., pp. 170-1. 48 O'Shaughnessy, op. cit., p. 247. 49 Joseph A. Schumpeter, Capitalism, Socialism and Democraty, 5th edn (1976) p. 283. 50 See Jeffrey B. Abramson, F. Christopher Arterton, and Gary R. Orren, The Electric Commonwealth: The Impact of New Media Technologies on Demo­ cratic Politics, 1988. 51 Frank Luntz, Candidates, Consultants & Campaigns (1988) p. 227. 52 See, for example, Kathleen Jamieson, Packaging the Presidtmty (1984) pp. 446-52. 53 Harrop, op. cit. 54 There is debate about whether the media became less vigorous and critical during the period of Thatcher's governments. The main ele­ ments from opposite poles are summarised in two articles in Contem­ porary Record: Hugo Young, 'The Media Under Mrs Thatcher', Contemporary &cord, April 1990, 3(4); Jeremy Tunstall, 'The Media: Lapdogs for Thatcher?', Contemporary &cord, November 1990, 4(2). 55 Quoted in Sabato, op. cit., p. 144. Notes 301 56 O'Shaughnessy, op. cit., p. 154. 57 Harrop, op. cit. 58 Hilde T. Himmelweit et al., How Voters Decide (1981). 59 See, for example, A. Heath et al., How Britain Votes (1985). 60 John Curtice, 'Interim Report: Party Politics', in R. Jowell et al., British Social Attitudes: The 1987 Report (1987). 61 Harrop, op. cit. 62 Interview with Sir Tim Bell. 63 Interview with Patricia Hewitt, June 1990. 64 Quoted in Luntz, op. cit., p. x. 65 Interviews with Conservative Party marketing consultants and mem­ bers of George Bush's presidential campaign team. 66 D. Kavanagh, Politics and Personalities (1990) pp. 1-14. I Crusted Agent to Media Expert: The Changing Face of Campaigns 1 Lord Windlesham, Communication and Political Power (1966) p. 25. 2 HJ. Hanham, Elections and Pmty Management: Politics in the Time of Disraeli and Gladstone (1978) p. 201. 3 Ibid., p. 238. 4 Ibid., p. 237. 5 Ibid., p. 215. A number of historical studies of American political campaigning make a similar point. See, for example: Kathleen Hall Jamieson, Packaging the Presidency (1984); Gil Troy, See How Tiley Ran ( 1991). 6 Interview with Joe Haines. 7 Interview with Sir Tim Bell. 8 Quoted in Sidney Blumenthal, Permanent Campaign (1982) p. 33. 9 George Creel, How We Advertised America (1920) p. 4. 10 Ibid., p. 5. 11 Harold Lasswell, Propaganda Technique in the World War (1927) pp. 220-1. 12 T.H. Qalter, Propaganda and Psychological Wmfare (1962) p. 66. 13 G. Jowett and V. O'Donnell, Propaganda and Persuasion (1986) p. 125. 14 Ibid., p. 137. 15 Henry James Houston and Lionel Valdar, Modern Electioneering Practice (1922) p. 9. 16 Interim and Final Reports of the Committee on Party Organisation, April and June 1911. Conservative Party Archives. 17 Ibid. 18 Davidson was the fourth party chairman. A. Steel-Maitland was ap­ pointed the first party chairman in June 1911 as a result of the report of the Committee on Party Organisation. 19 See Robert Rhodes James, Memoirs of a Conservative: JC.C. Davidson's Memoirs ( 1969) pp. 270-2. 20 Ibid. 21 See R.R. James, Anthony Eden (1986) p. 191. 302 Notes 22 See Peter Stead, 'The British Working Class and Film in the 1930s', in Nicholas Pronay and D.W. Spring (eds), Propaganda, Politics and Film 1918-45 (1982). 23 Ibid. 24 This account relies on Keith Middlemas, Politics in Industrial Society (1979) pp. 131-2. 25 Quoted in Middlemas, ibid., p. 356. 26 See R.D. Casey, 'The National Publicity Bureau and British Party Propa­ ganda', Public Opinion Quarlerly, iii (1939) p. 624. 27 See Philip M. Taylor, Projection of Britain (1981). 28 J.A. Ramsden, 'Baldwin and Film', in Pronay and Spring (eds), op. cit. (1982). 29 Middlemas and Barnes, Baldwin (1969) p. 480. 30 Ramsden, op. cit. 31 J. Ramsden, A History of tile Conservative Party: The Age of Balfour and Baldwin (1978) p. 235. 32 Reports of the Conservative Party Conferences, 1924 and 1929. Con­ servative Party Archives. 33 See R.R. James, Memoirs of a Conservative (1969), p. 303. 34 BARB Establishment Survey, March 1990, quoted in Saatchi & Saatchi, Media Yearbook 1990. 35 Research carried out annually for the Independent Broadcasting Au­ thority (now the Independent Television Commission) confirms this. In 1992, for instance, television was cited by 71 per cent as the main source of world news and 62 per cent for UK news. 36 Joseph Klapper, Tile Effects of Mass Communication, (1960). 37 See Martin Harrop, 'Voters', in Jean Seaton and Ben Pimlott (eds), Tile Media in British Politics (1987), for a good summary of research thinking on media effects and voters. For discussion about the present state of communications research, see European Journal of Communica­ tion, vol. 5, 2-3,June 1990; for good introductions, see 0. Boyd-Barrett and P. Braham (eds), Media, Knowledge and Power (1987). 38 The terms 'marketing research' and 'market research' are now used interchangeably, but originally there was a difference. 'Marketing re­ search' was the more comprehensive concept, covering all market investigation, while 'market research' was narrowly limited to research about a particular product. 39 For an introduction to market research, see Peter Chisnall, Marketing Research (1981). 40 Letter to The Times, 23 April1965. It should be noted that Hutchinson's comments were almost certainly a criticism of Labour's campaign. 41 Lord Windlesham, op. cit., p. 79. 42 Robert Blake, The Conservative Party from Peel to Churchill ( 1979) p. 259. 43 Ibid., p. 260. 44 See Middlemas, op. cit., p. 355. 45 T.F. Lindsay and Michael Harrington, Tile Conservative Party 1918-70 (1974) p. 159. 46 Minutes of the Tactical Staff Committee, 23 July 1947 and 3 Septem­ ber 1947. Archives of the Conservative Party. Notes 303 47 Ibid., 17 June 1947. 48 Ibid., especially minutes for January and February 1948. 49 Blake, op. cit., p. 262. 50 H.G. Nicholas, The British General Election of 1950 (1951) p. 122. 51 Ibid., p. 39. 52 Ibid., p. 107. 53 Lord Windlesham, op.
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