In this thesis I compare two images of political parties, the image that the parties themselves trying to create through the contents of their election programs, with the image of the political parties perceived by the public. This research topic is a reaction to theories questioning the importance of the electoral programs of the political struggle in recent years. I also take into account the electoral preferences of individual respondents during the analysis. I will use data from public opinion polls for my research on secondary data analysis and other research method will be content analysis.

Thesis: "Political marketing used in NC elections 2010" deals with the proximity of political marketing from two perspectives and the theoretical and practical. The theoretical part is clarified the concept of political marketing and its role in electoral campaigns, in brief are approximated social networks which are commonplace in political marketing. The practical part of which approximates the pre-election situation in Slovakia, the application of political marketing in the parliamentary elections in 2010 in the Slovak Republic, the election results for the subsequent assessment of the effectiveness of parties in the use of marketing resources.

Diploma thesis Political Marketing in Central Europe analyzes the historical background, culture specifics, economical, geographical and socio-demographical factors which are influencing voters' decisions in individual countries, mentions the communication of political parties and analyzes the results of parliamentary elections in the Czech Republic, Slovak Republic, Hungary, and presidential elections in Austria and Poland, which took place in 2010. Based on the findings the author tries to predict the probable further development of political parties in the political scenes in the country and identifies key factors of voters' decisions in each country.

FundaÃÃo Cearense de Apoio ao Desenvolvimento Cientifico e TecnolÃgico / O presente trabalho tem por objetivo discutir a personalizaÃÃo da polÃtica por parte dos representantes ao longo do mandato. Analisa-se como a utilizaÃÃo de media digitais tem participaÃÃo nesse fenÃmeno. Explora-se como agentes do campo acabam se apropriando dessas redes digitais para aumentar sua visibilidade, atravÃs da promoÃÃo da prÃpria imagem, a fim de influenciar favoravelmente a opiniÃo pÃblica. Esses meios sÃo frequentemente encarados com o potencial de aproximar a polÃtica dos cidadÃos, aumentando o engajamento da esfera civil. Examinando os perfis pessoais de dois deputados federais no Twitter â Marco Feliciano (PSC-SP) e Jean Wyllys (PSOL-RJ) â, busca-se estudar o uso ―personalizado‖ dos media digitais por estes agentes polÃticos. Para isso, foram coletados e estudados os tweets publicados nos meses de setembro, outubro e novembro de 2013, a fim de contemplar os perfis dos dois parlamentares de maneira mais contÃnua, sem se restringir a um acontecimento especÃfico, enfatizando-se os perfis dos diÃlogos travados entre os parlamentares e os usuÃrios. Para classificaÃÃo dos tweets, utilizou-se anÃlise de conteÃdo das mensagens na tentativa de dimensionar a gestÃo de imagem dos deputados a partir do que foi publicado em seus perfis. A anÃlise das mensagens revelou uma composiÃÃo de uma imagem pÃblica de dois deputados bastante integrados com as novas tecnologias e que, pelo menos na aparÃncia, estÃo dispostos a manter um diÃlogo direto com os cidadÃos. Ao gerenciarem suas imagens pÃblicas, tÃm-se principalmente os deputados falando sobre as posiÃÃes detidas e realizaÃÃes pessoais, ligando, por vezes, a vÃrias remodelaÃÃes e compromissos que ocorrem no seu cotidiano. Portanto, trata-se de uma informaÃÃo pessoal, mas de natureza profissional e nÃo oferece a seus seguidores um senso do processo polÃtico interno para a tomada de certas decisÃes. PorÃm, Ã inegÃvel que a utilizaÃÃo de ferramentas digitais aproxima representantes e representados e, por consequÃncia, tambÃm aproxima o discurso polÃtico da sociedade, ainda que as trocas sejam limitadas.

Orientador: Maria Teresa Miceli Kerbauy / Banca: Fernando Antonio Farias de Azevedo / Banca: Maximiliano Martin Vicente / Resumo: O presente trabalho analisará o contexto da campanha eleitoral de Lula em 2006 e o material da campanha publicitária institucional Vota Brasil veiculado em televisão no período de propaganda eleitoral . Com o cruzamento de referenciais dos estudos do comportamento eleitoral da Ciência Política associados à abordagem teórica da Comunicação Política é que se pretende investigar, o objetivo do trabalho será o de identificar a partir da análise da campanha de Lula em 2006 e do produto midiático Vota Brasil, matrizes de intencionalidade e estratégias no contexto histórico em que se vê inserida esta iniciativa do Tribunal Superior Eleitoral: para então determinar qual foi a real dimensão de influência das mídias e de fatores extra-midiáticos no comportamento político na eleição de Lula e o possível efeito de sentido da campanha do TSE. O contexto do momento social sugeria indícios de que os efeitos de sentido persuasivo do marketing eleitoral e também do marketing político da campanha institucional do Vota Brasil estariam prejudicados por fatores extra-midiáticos que teriam estimulado mais o comportamento do eleitorado, a margem das preocupações do signatário TSE e também, a margem do poder de influência da postura dominante da mídia na difusão de mensagens anti-Lula / Abstract: This paper will analyze the election campaign of Lula in 2006 and the material of the institutional advertising campaign Vota Brasil run on television during canvass. With cross-references to the studies of voting behavior in political science associated with the theoretical approach of communication policy is intended to be investigated, the objective of this study is to identify from the analysis of Lula's compaign in 2006 and the media product Vota Brasil arrays, strategic intent and the historical context in which we see this initiative included the Superior Electioral Court, and then determine what the real extent of influence of the media and extra-media factors in political behavior in the election of Lula and the possible effect of sense of the campaign of the TSE. The social context of the moment is evidence suggesting that the effects of persuasive marketing sense and also the electoral political marketing compaign institutional Vota Brasil would be affected by factors outside the media who have further stimulated the behavior of voters, the margin of the concerns of the signatory TSE and also the margin of the reach of the dominant position of the media in disseminating messages of anti-Lula / Mestre

El objetivo general de la investigación es conocer si las estrategias del marketing político funcional de promoción y producto que se utilizaron para las elecciones presidenciales del Perú en el año 2016, tuvieron influencia en la preferencia de los electores entre 18 y 25 años de los NSE B-C en relación a los programas que utilizaron los cinco primeros candidatos políticos. Continuando con la misma línea los objetivos específicos de la investigación se centran en identificar si el uso de los medios tradicionales, redes sociales, imagen del candidato, atractividad y carisma del político inciden en la preferencia de los electores jóvenes antes mencionados. La investigación desarrolla las variables funcionales propias del marketing en un contexto político, resaltando los elementos de promoción y producto. Una vez analizado estas variables y su relación con el marketing político se procede al diseño de instrumentos que comprueben si existe vínculo con la decisión de voto del segmento. De esta forma se empieza a ejecutar herramientas cualitativas y cuantitativas que esclarezcan los objetivos e hipótesis. Entre las conclusiones centrales de la tesis resalta la fácil adaptación de las estrategias funcionales propias del marketing empresarial en el ámbito político. Ya que el producto puede ser graficado por el candidato, la marca representa al nombre del partido político y la promoción se apoya en la teoría comunicativa. Finalmente con respecto a los cinco candidatos se concluye que todos ellos cuentan con ideologías, posturas y propuestas diferentes lo que proporcionó diversas opiniones en el segmento objeto de estudio. / The general objective of the research is to know if the strategies of political marketing linked with promotion and product that will be used for the presidential elections of Peru in 2016, had an influence on the preference of voters between 18 and 25 years of the NSE BC in relation to the programs used by the first five political candidates. Continuing along the same lines, the specific objectives of the research focus on identifying whether the use of traditional media, social networks, candidate image, attractiveness and charisma of the politician affect the preference of the young voters identified above. The research develops the functional variables of marketing in a political context, highlighting the elements of promotion and product. Once these variables and their relationship with political marketing have been analyzed, proceed to the design of instruments that verify whether there is a link with the voting decision of the segment. In this way, qualitative and quantitative tools are used to clarify the objectives and hypotheses. Among the central conclusions of the thesis highlights the easy adaptation of the functional strategies of business marketing in the political field. Since the product can be graphed by the candidate, the brand represents the name of the political party and the promotion is supported by communicative theory. Finally, with respect to the five candidates, it is concluded that they all have different ideologies, positions and proposals, which provides different opinions in the segment under study. / Tesis

This thesis proposes an alternative way of establishing a link between market orientation and electoral success, by focusing on market orientation as a message instead of as a management function. Using interpretive textual analysis the thesis examines the advertising messages of the highest polling political parties for evidence of voter orientation and competitor orientation in the 1999 and 2002 New Zealand general election campaigns. Relating manifest market orientation to a number of statistical indicators of electoral success the thesis looks for plausible associations between the visual manifestation of market orientation in political advertisements and parties' achievement of their party vote goals in the 1999 and 2002 elections. It offers party-focused explanations for electoral outcomes to complement existing voter-centric explanations, and adds another level of scholarly understanding of recent electoral outcomes in New Zealand.While the thesis finds little association between demonstration of competitor orientation in political advertisements and electoral success, it finds a plausible relationship between parties that demonstrated a voter orientation in their political advertisements and goal achievement. The parties that achieved their party vote goals in 1999 and 2002 tended to demonstrate an affinity for their target voter groups by showing images of voters and their environments and images of party leaders interacting with voters. They demonstrated concern for the satisfaction of the needs of existing voters by using words of togetherness and proving they had met their previous promises. They did not change their policy or leadership messages dramatically between campaigns. There was a visual consistency to their television, print and billboard advertising messages which rendered the messages easy to recognise and remember. They were clear about what they were offering in exchange for the party vote and recognised the need to offer something in addition to previous offerings in order to attract new voters.

<p><em>Aim</em>: Over the years, marketing has become a more and more important tool in politics in general. In order to campaign successfully – and become the President-elect - in the U.S. Presidential Election, marketing is indispensable. This lead to enormous amounts of money spent on marketing. The aim of this research is to contribute to existing knowledge in the field of political marketing through the analysis of how marketing is done throughout a political campaign. The 2008 U.S. Presidential Primary Elections, together with a few key candidates have served as the empirical example of this investigation. Four research questions have been asked; what marketing strategies are of decisive outcome in the primary season of the 2008 political campaigning, how is political marketing differentiated depending on the candidate and the demographics of the voter, and finally where does the money come from to fund this gigantic political industry.</p><p><em>Method</em>: The exploratory method and case study as well as the qualitative research method have been used in this work. Internet has been an important tool in the search for, and collection of data. Sources used have been scientific articles, other relevant literature, home pages, online newspapers, TV, etc. The questions have been researched in detail and several main conclusions have been drawn from a marketing perspective. Correlations with theory have also been made.</p><p><em>Result & Conclusion</em>: In the primary season, the product the candidates have been selling is <em>change</em>. The Obama campaign successfully coined and later implemented this product into a grassroots movement that involved bottom-up branding of the candidate. This large base allowed for a different marketing strategy that implemented earlier and better organization in the caucus voting primary states resulting in an untouchable lead for the Obama campaign. The successful utilization of the Internet and social networking sites such as Facebook and YouTube led to enormous support, not least among the important group of young (first time) voters. It also served as the main base for funding throughout both the primary and the presidential season, effectively outspending the Clinton, and later, the McCain campaigns. This study has shown that there are differences in marketing when it comes to different presidential candidates even within the same party. Marketing activities and efforts also look different for different marketing groups.</p><p><em>Suggestions for future research</em>: This study was limited to the primary season; it would have been interesting to include the whole U.S. Presidential campaigning process from start to finish. In future research projects, it would also be interesting to see comparisons between political marketing in the U.S. and political marketing elsewhere, in Europe for example.</p><p><em>Contribution of the thesis</em>: This study contributes to increased knowledge when it comes to understanding the role of social media, grassroots movement, and bottom-up branding as a political marketing strategy. It also contributes to increased knowledge about political marketing in general. Furthermore, it shows the importance of marketing - and money - in American politics. Political parties as well as individual candidates may also find the results of this research useful for future campaigning.</p>

<p>Abstract</p><p>Title: From old rightwing-ghost to the new labour party – The new conservatives political communication during the Swedish election 2006</p><p>Authors: Pontus Caresten</p><p>Aim: The aim of the essay is to study how the conservative party communicated during the election campaign in 2006. I wish to find out how political parties work in todays society and how the communication has changed over time. To get relevant results I will also see how the theories and empirics interact. The purpose is further to illustrate the new conservatives’ campaign work from a senders point of view.</p><p>Method/Material: I have chosen a qualitative method which consists of three interviews with relevant key persons. I also did an content analysis of the campaign material. In order to carry out the empirical study I chose to depart from existing theories and compare these with the empirics.</p><p>Main results: The new conservatives have altered their political communication to fit todays society, and the market is increasingly important. The conservatives have gone though a major internal change since Fredrik Reinfeldt was elected to be head of the party. Today, the conservatives campaign work is professional and the party uses external experts to maximize the efficiency of the communication.</p><p>Number of pages: 38</p><p>Course: Media- and communication studies C</p><p>University: Division of Media and Communication, department of information science, Uppsala University,</p><p>Period: HT 2006</p><p>Tutor: Lowe Hedman</p><p>Keywords: Political communication, political marketing, election campaign</p>

This research explores the application of new information and communications technology in political marketing. As a representative of Web2.0, blog has changed the way of interaction between the media and users as well as that between media users. Blog makes it possible for information receivers transmit messages and express views from bottom-up. As blog develops globally with its users increased, it has become an increasingly important issue regarding how it can be used for political marketing. It is common that Taiwan¡¦s politicians are increasingly interested in developing their own blogs for marketing themselves and providing constituency service. This study aims to examine how mayor candidates take advantage of blog for campaign marketing. It tries to understand and describe the intention of political bloggers. It also explores the key success factors regarding how political candidates conduct campaign marketing using blog. By a literature review of the Internet development and evolution, digital democracy, political marketing and blogs, the author found out six dimensions and 35sub-dimensions for evaluation: content expression, interactivity, marketing and promotion, business model and friendliness of using. Through analytic hierarchy process (AHP) , the first-wave survey for bloggers results in the first-half sub-dimensions. The second-wave interview was conducted to seven experts in the field of political marketing, which results in the priority-setting of the sub-dimension factors. The result shows that political marketing using blog targets mainly on young and well-educated electorates. The reasons for their using blog include fast accumulation of political information, interaction with candidates, and support from others. It shows that friendliness of access, interaction, and business model are the top three concerns when establishing a campaign blog. They are followed by marketing and promotion, interface design, and content expression. This study will contribute to the understanding of using blog for political marketing both at theoretical and practicallevels.