The 1983 British general election saw greater use than ever before in that country of sophisticated marketing research and techniques in the promotion of a party (the Conservatives) and a personality (Margaret Thatcher). With the help of an outside advertising agency, the Conservative Central Office had more marketing expertise than ever before, and the world of politics was distilled to a few points, which were researched by the party's own marketing experts and repeatedly woven into advertisements, party election broadcasts and speeches by spokespersons, the most visible of whom was Margaret Thatcher. The concentration of effort paid off, for the party each day presented an easy-to-understand (because of research and phraseology), unified message that projected an image of a prime minister at the head of a cooperative team of ministers. For the first time in a British election, special arrangements for a plane and bus were provided by a political party for photographers and writers to follow a candidate. Photogenic sites were scouted for prime ministerial appearances. The press room at the central office had alternative sets of background curtains for different moods. Nothing was left to chance by the party, resulting in a landslide Conservative victory. (HOD)