Made available in DSpace on 2014-12-17T14:20:02Z (GMT). No. of bitstreams: 1 EmmanuelSC_DISSERT.pdf: 1320670 bytes, checksum: 45f0ac5d53704afd77216d735f95b522 (MD5) Previous issue date: 2011-03-31 / From the importance that the political science and the social sciences began to give the electoral programs on TV, were examined in that work academic the effects of research in electoral marketing strategies in Gratuitous Timetable of the Electoral Publicity of the marketing year the candidate Micarla de Sousa (PV) in 2008 for the prefecture of Natal. To analyze the marketing strategies of electoral candidate Micarla de Sousa were used three sources of data: the HGPE on the first part, The interview with the coordinator's marketing campaign of Micarla de Sousa, Jos? Ivan and the quantitative research carried out by the Office IBOPE before and during the period of HGPE. In the analysis of electoral programs, was used the qualitative and quantitative approach, taking as objective to verify whether there was some change in marketing strategy in the candidate Micarla HGPE. So the electoral programs that candidate were transcribed and analyzed and then faced with the results of researches electoral IBOPE carried out in the same period. The interview with the coordinator's marketing campaign the candidate Micarla de Sousa brought relevant information on the construction of public image at the time pre-electoral and electoral. In search of IBOPE, socioeconomic variables were regarded assex, age, education and income. With the collection of this data, there was an intersection of information about the voting intentions of Micarla candidate for mayor of Natal and it was checked how his candidacy has increased or decreased within the surveyed segments and how these oscillations marketing strategies directed at the candidate's HGPE for any specific audience. Also, do not forget that the electoral process is influenced by various factors, because this process is dynamic / A partir da relev?ncia que a ci?ncia pol?tica e as ci?ncias sociais come?aram a dar aos programas eleitorais na TV, foram examinados nesse trabalho acad?mico os efeitos das pesquisas eleitorais nas estrat?gias de marketing no Hor?rio Gratuito de Propaganda Eleitoral da campanha da candidata Micarla de Sousa (PV) em 2008 para a prefeitura de Natal. Para analisar as estrat?gias de marketing eleitoral da candidata Micarla de Sousa foram utilizadas tr?s fontes de dados: o HGPE referente ao primeiro turno, a entrevista com o coordenador de marketing da campanha de Micarla de Sousa, Jos? Ivan e as pesquisas quantitativas realizadas pelo Instituto IBOPE antes e durante o per?odo do HGPE. Na an?lise dos programas eleitorais foi utilizada a abordagem qualitativa e quantitativa, tendo como objetivo verificar se houve alguma mudan?a na estrat?gia de marketing da candidata Micarla no HGPE. Assim os programas eleitorais dessa candidata foram transcritos e analisados e depois confrontados com os resultados das pesquisas eleitorais do IBOPE realizadas no mesmo per?odo. A entrevista com o coordenador de marketing da campanha da candidata Micarla de Sousa trouxe informa??es relevantes sobre a constru??o da imagem p?blica no momento pr?-eleitoral e eleitoral. Na pesquisa do IBOPE foram consideradas as vari?veis socioecon?micas como: sexo; idade; escolaridade e renda. Com a coleta destes dados, houve um cruzamento das informa??es sobre a inten??o de voto da candidata Micarla ? prefeitura de Natal e foi verificado o quanto sua candidatura cresceu ou caiu dentro dos segmentos pesquisados e como essas oscila??es direcionaram as estrat?gias de marketing no HGPE da candidata para algum p?blico-alvo espec?fico. Al?m disso, n?o se pode esquecer que no processo eleitoral h? a influ?ncia de diversos fatores, pois esse processo ? din?mico