What are the different types and definitions of lobbying, and when is each most effective? This article reviews academic and practitioner perspectives on lobbying, ranging from government relations to marketing communications. It distinguishes between “loud lobbying,” which typically involves highly visible media relations campaigns, and “quiet lobbying,” which utilizes discreet links with legislators. To aid clarification, the paper proposes a model that differentiates between these two approaches. It explores this distinction using case studies, including the campaigns for and against resale price maintenance (RPM), demonstrating how Asda’s lobbying campaign was a key element of its marketing strategy. The distinction is illustrated using examples of loud and quiet lobbying, including a case study of the campaigns for and against resale price maintenance (RPM). The study concludes that the objectives of a lobbying campaign are crucial in determining whether loud or quiet lobbying would be more appropriate. By providing a framework for understanding the nuances of lobbying, the research offers valuable insights for organizations seeking to influence policy and public opinion. This is helpful for *marketing* and *communication*.
Published in the _European Journal of Marketing_, this paper examines lobbying as a marketing communication strategy. By exploring different types of lobbying and their effectiveness, it contributes to the journal's discussion of marketing tactics and their impact on consumer behaviour and policy.