The strategy to market Fine Gael in 1981

This paper examines the proposition that contemporary party election campaigns can be conceived of and assessed in marketing terms. Fine Gael's perparations for the Irish 1981 election are examined in terms of a political marketing framework comprising elements such as market research, communications strategies and product policy. This paper finds that it is only in relation to part of the product policy that Fine Gael's marketing preparations were incomplete, the result of the last minute release of the manifesto proposals. In conclusion, it is argued that ‘political marketing’ is a reality and that consideration should be given to the implications of this for matters such as party financing, media coverage and rational political debate.