Electoral Advertising Based on Proximity Marketing

Jessenia Garrido-Martinez,Patricio Medina-Chicaiza

doi:10.5539/ibr.v12n9p52

Abstract

This study seeks to propose a strategy for electoral advertising based on proximity marketing. It arises as a response to the problem detected through direct observation and structured interviews with specialists (experts in electoral marketing, politicians, publicists and ICT leaders) which evidenced the lack of technological tools for electoral advertising such as proximity marketing. In addition, theoretical methods and documentary analysis were used. The results include a proposed strategy with the following phases: search for a supplier, planning, multimedia documents, technological conditions, implementation, control.

Highlights

Marketing is fundamental in political development and especially in electoral campaigns. Lindon (1977) states that marketing uses important characteristics, such as motivation —creativity to express the most persuasive advertising issues— and surveys, polls, and tests, to persistently control the performance of advertising campaigns; as well as to promote the ideals of the candidates
This research aims to develop an electoral advertising strategy based on proximity marketing for a political party and/or another proposal of popular election in Ecuador
Based on the literature review found, it is concluded that in the electoral process the candidates carry a campaign model based on traditional media such as television, radio, and press

Summary

Introduction

Marketing is fundamental in political development and especially in electoral campaigns. Lindon (1977) states that marketing uses important characteristics, such as motivation —creativity to express the most persuasive advertising issues— and surveys, polls, and tests, to persistently control the performance of advertising campaigns; as well as to promote the ideals of the candidates. Marketing is fundamental in political development and especially in electoral campaigns. García Beaudoux & D'Adamo (2006), Alvarez-García (2010) and Moreno (2012) mention that electoral marketing is an interactive process that involves the transmission of information between politicians, media and voters. García-Marbella and Jaimes-Legorreta (2010) establish that electoral campaigns focus on the demands of the voters and consider three important characteristics: the political product, the political organization, and the electoral market, supported by commercial ale techniques that create a visual impact. Díaz-Jiménez (2015) and Jácome-Santos, Dueñas-Espinoza & Mera-Alvarez (2015) mention that electoral marketing is a series of actions of political organizations, candidates or interest groups that seek to maximize their electoral performance that develop promotion techniques and financing to persuade and influence their behavior and inform the electorate about the candidate or party

Objectives

Methods

Results

Conclusion