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Case study of Vote Leave campaign from the political marketing perspective
Baloun, Matěj ; Shavit, Anna (advisor) ; Konrádová, Marcela (referee)
The subject matter of this bachelor's thesis is campaign Vote Leave, which was designated as the official campaign supporting the leave option in the 2016 British referendum concerning the membership of Great Britain in the European Union. The period in which this campaign is studied in the thesis dates from March 2015 to 23. 6. 2016. The aim of this thesis is to ascertain if the campaign used methods of political marketing by identifying and describing instruments of political marketing in the process of the campaign. This bachelor's thesis uses a method of case study. In the theoretical part of the thesis the author describes the theory of political marketing and its instruments, primarily based on theoretical work by Jennifer Lees-Marshment. The practical part of thesis focuses on the context of the 2016 referendum, British attitude towards the European integration and instruments of political marketing that were used by the campaign Vote Leave. The thesis concludes that political marketing was used in the process of campaign Vote Leave. This conclusion is made based on identification and description of selected instruments of political marketing that the campaign used, namely poll, focus group, targeting, branding, volunteer management, public relations, direct marketing, get out the vote,...
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