What is Political Marketing? Definition of Political Marketing, Political Marketing Meaning and Concept

The marketing policy are all research strategies, planning and communication that are used in the design of a political campaign.

Political marketing was born in the middle of the 20th century in the United States. Although remote antecedents such as the Greek polis are recognized. In 1952 General Dwight Eisenhower became the first presidential candidate to use the services of an advertising agency to run his political campaign.

Years later, the electoral campaigns reached television in the format of political debates of the candidates, such as those carried out by John Kennedy and Richard Nixon in 1960. Later, other political marketing strategies began to be used, such as the one that was put into practice. disposition in 1980 for Ronald Reagan with the introduction of political videos of his speeches and a high degree of mediatization. George Bush was one of the first candidates to turn to image consultants to bolster his electoral profiles.

Today, political marketing is fully utilized through actions such as opinion polls, debate sessions, television spots, image campaigns, telemarketing, advertisements, social media, and direct marketing.

Elements of political marketing

The following elements of political marketing are distinguished:

  • Carry out a study of the public to whom the campaign is directed : It is aimed at knowing the problems that concern them, the groups, activities they carry out, among others.
  • Creation of the message: It is one of the most prominent aspects in the campaign with the aim of convincing citizens to vote for a certain party.
  • Money: It is one of the issues that are taken into account when planning a campaign, as well as the investments or collections that are obtained aimed at putting it into practice.
  • Activist support: On a voluntary basis, certain groups that support the candidates spread the message in order to reach a large number of voters. In addition, party affiliates and other supporters are included here to spread information and support for the party they endorse.