Boston Chapter of the American Marketing Association Presents: Marketing Political Candidates – a Campaign 2008 Special Event

• Buy Tickets
• Add to calendar
• Invite Friends
• Print

In this landmark election year, evidence that marketing strategists are influencing the democratic process is everywhere. Not only are marketers playing their expected roles in media relations, polling and advertising, they are shattering fund-raising records and shaping public opinion across the blogosphere. In a return to the past, they also are mobilizing devoted volunteers across the state and the country with powerful grass-roots organizations.

Moderator:
Cosmo Macero, Jr., Vice President, O’Neill and Associates, is a regular contributor to Fox 25 Morning News. He offers insight on the worlds of media, business and government gleaned from his 17 years in the newspaper business as a reporter, columnist and editor. At O’Neill and Associates, Macero positions and prepares clients to make powerful and lasting impressions on community leaders, the media and the public.

Panelists:
Lieutenant Governor Tim Murray previously served as city councilor and mayor of Worcester, the state’s second largest city. In 2006, Murray and his running mate, current Governor Deval Patrick, defeated Lt. Governor Kerry Healey in a controversial campaign for the state’s two highest constitutional offices.
John A. Quelch, is Senior Associate Dean and Lincoln Filene Professor of Business Administration at Harvard Business School. His current research focuses on understanding the contributions of marketing to the functioning of democracies. Quelch is co-author of Greater Good: How Good Marketing Makes for Better Democracy.

Scott Ferson, President of The Liberty Square Group, provides strategic public and government relations counsel to a broad range of clients. Mr. Ferson has worked on numerous campaigns, including the Patrick/Murray campaign in 2006 and the 1988 and 2004 presidential campaigns of Congressman Richard Gephardt. He has been a guest on Channel 2's Greater Boston and New England Cable News’ News Night and has appeared on CN8 and Fox 25 News.

The panel will discuss:
• How has the marketing and media mix changed since the last presidential and gubernatorial elections?
• When should a candidate use an attack ad? When should he or she avoid it?
• Which political campaigns are employing the most effective communications strategies?
• Where are campaigns investing the majority of their budgets? What channels are reaping the best returns?
• How do campaigns measure the success of their marketing and communications efforts?
• Does a candidate’s party affiliation influence their campaign’s marketing strategies?