POLITICAL MARKETING

Political marketing is a discipline that arises from the combination of political science and marketing, whose object of study is political campaigns, and that is helped to do so by a set of research, planning, management and communication techniques, which In turn, they can be used in the design and execution of tactical and strategic actions in politicalpartisan campaigns, of an institution, pressure group, civil or business organization, etc. as long as they seek to achieve political ends.

It is made up of three elements: Message: This tells why voters should choose a candidate. In a modern campaign, the message must be carefully crafted before being propagated The biggest campaigns will spend a lot of money on focus groups or opinion polls, to find out what message is needed to reach the majority of voters during the campaign. This can be transmitted through different channels: social networks are an information channel through which to reach the vast majority of the population and increase political participation

MONEY: FUNDRAISING TECHNIQUES INCLUDE MEETINGS BETWEEN THE CANDIDATE AND POTENTIAL LARGE DONORS, DIRECT MAIL SOLICITATION TO SMALL DONORS, AND "COURTING" INTERESTED GROUPS WHO COULD END UP DONATING MILLIONS ACTIVISM: IT IS REPRESENTED BY THE HUMAN CAPITAL, THE INFANTRY LOYAL TO THE CAUSE, THE TRUE BELIEVERS WHO WILL CARRY THE MESSAGE VOLUNTARILY CAMPAIGNS USUALLY HAVE A LEADER IN CHARGE OF MAKING TACTICAL AND STRATEGIC DECISIONS TO MAKE THIS HUMAN FORCE A HIGHLY BENEFICIAL TOOL IN VERY RECENT TIMES, THE USE OF NEW DIGITAL TOOLS IN POLITICAL ACTIVISM HAS SHOWN GREAT POTENTIAL, MAKING CYBERPOLITICS BEGIN TO BE TALKED ABOUT AS A REALITY

Características modernas Mediatización: utilización de los medios de comunicación de masas. Videopolítica: está conformada por la imagen y las herramientas de comunicación audiovisual, se refiere a la forma de hacer política, centrada en los medios de comunicación, especialmente en la televisión. Ciberpolítica: el uso de las tecnologías digitales para la comunicación y la movilización política.

El equipo de campaña, que puede ser un individuo inspirado o un grupo de profesionales, debe pensar en cómo comunicar el mensaje, recaudar fondos y reclutar voluntarios La propaganda a menudo está limitada por la ley, los recursos disponibles y, a menudo, por la imaginación de los responsables

T Cnico

El uso de los medios de comunicación públicos, a través de la franja electoral. Medios de pago: prensa, televisión, radio e internet. Organizar protestas, maratones, conferencias o cualquier evento. Escriba directamente a los miembros del público.

Visite los centros urbanos, generalmente pequeños, por períodos cortos de tiempo. Destacar los puntos negativos o débiles de la competencia.

Distribución de folletos u otros medios similares.

Apariciones públicas y campañas puerta a puerta, en las que se suelen dar gestos de unión con el pueblo.

NIVELES ESTRATÉGICOS ESTRATEGIA POLÍTICA: DISEÑO DE LA PROPUESTA POLÍTICA ESTRATEGIA DE COMUNICACIÓN: ELABORACIÓN DEL DISCURSO POLÍTICO ESTRATEGIA PUBLICITARIA: CONSTRUCCIÓN DE LA IMAGEN POLÍTICA ESTOS NIVELES DE ESTRATEGIA DEBEN DESARROLLARSE DE MANERA SIMULTÁNEA Y COORDINADA UN ADECUADO ENFOQUE SISTÉMICO REQUIERE QUE LA "PROPUESTA POLÍTICA" (1°) SE TRADUZCA EN TÉRMINOS DE "DISCURSO POLÍTICO" (2°), Y SE RECOPILE EN FORMA DE "IMAGEN POLÍTICA" (3°) LA CLAVE DEL SISTEMA RADICA EN EL USO DE LOS CANALES DE RETROALIMENTACIÓN PERMANENTE QUE EXISTEN ENTRE LOS TRES NIVELES..

Modern Features

Mediatization: use of the mass media. Videopolitics: it is made up of the image and audiovisual communication tools, it refers to the way of doing politics, centered on the media, especially on television.

Cyberpolitics: the use of digital technologies for communication and political mobilization.

The campaign team, which may be an inspired individual or a group of professionals, must think about how to communicate the message, raise funds, and recruit volunteers.

Propaganda is often limited by law, available resources, and often by the imagination of those responsible

Technical

The use of public media, through the electoral strip.

Paid media: newspapers, television, radio and internet.

Organize protests, marathons, lectures or any event.

Write directly to members of the public. Visit urban centers, usually small ones, for short periods of time.

Highlight the negative or weak points of the competition.

Distribution of brochures or other similar means.

Public appearances and door-to-door campaigns, in which gestures of union with the people are usually given.

STRATEGIC LEVELS

POLITICAL STRATEGY: DESIGN OF THE POLITICAL PROPOSAL COMMUNICATION STRATEGY: DEVELOPMENT OF POLITICAL DISCOURSE ADVERTISING STRATEGY: CONSTRUCTION OF THE POLITICAL IMAGE. THESE LEVELS OF STRATEGY MUST BE DEVELOPED SIMULTANEOUSLY AND IN COORDINATION AN APPROPRIATE SYSTEMIC APPROACH REQUIRES THAT THE "POLITICAL PROPOSAL" (1°) BE TRANSLATED INTO TERMS OF "POLITICAL DISCOURSE" (2°), AND BE COLLECTED IN THE FORM OF A "POLITICAL IMAGE" (3°) THE KEY TO THE SYSTEM LIES IN THE USE OF PERMANENT FEEDBACK CHANNELS THAT EXIST BETWEEN THE THREE LEVELS