Political marketing

Extract

[...] Since marketing policy presupposes the existence of a public opinion, the latter, supposed to represent the popular will, has become institutionalized and is now the principle of legitimating of discourse and political actions. All this marketing policy implies a belief in the effects of good communication on the percentage of polling and especially on the election results. Thus, the goal becomes to be as high as possible in the popularity charts, thanks to communications specialists, a good leader, a good slogan, a good image, and the ability to adjust to the expectations of public opinion. [...]

[...] The modes of political advertising are television which is used to shape the image of the candidate and to raise his profile with a high degree of personalization; the radio, which monopolizes the attention to the contents of the verbal message; the official notice commercial or wild, professions of faith; public meetings to recruit cadets (and make a show of force in the case of a broadcast television); election leaflets, etc . There are also other tools such as public relations, to establish a desire for promotion among activists and journalists (both public could submit their policy preferences to a larger audience), or creating events. [...]

[...] So there is a transformation of the political field and we must now see exactly what form the use of marketing in politics takes. II - Marketing techniques Market analysis Political marketing uses market positioning, to determine the different target markets. Thus, there is a marketing division whose task is to choose the district in which the candidate has the best chance of being elected. The marketing of the potential electorate determines the most important voters. There are also marketing activists and donors. [...]

[...] Political marketing first appeared in the United States in the 1960s with the use of advertising, the analysis of the electorate and on TV during the presidential elections. The advent of political marketing has been encouraged by advertisers to sell their services in politics. They imposed a new way of doing politics, and transformed the criterion on which politician could hope to get elected. This transformation has been accepted by politicians and the idea that electoral victory was thanks to TV campaigns and slogans made by advertisers became prevalent and therefore necessary. [...]