Political marketing

Political marketing implies the usage of advertising and other marketing techniques by political parties, members, government officials and other political figures in order to gain popularity, to win votes, positions and trust.
Compared to commercial advertising, the political advertising maintains the typical structure featuring the political candidate as the product, the citizens as consumers and employing the same marketing methods.

Political marketing functions:
  1. Product function : the product advertised is more than just the candidate, it is also the promises of change, good government and success.
  2. Distribution function : delivering the right message to the right target market is crucial. The marketers have to make sure that the message suits the distribution channel and the target audience.
  3. Result function : just as commercial product is advertised to achieve customers buying the product for a certain amount of money, the political candidate is advertised to gain positive perception, attitude and approval from the public, the public not needing to pay anything for the promotional materials received.
  4. Information function : the political marketing should provide the voters with the needed information for their decision. Party's and candidate's history, intentions and programmes should be made public.
  5. Financial function : political advertising also focuses on calling the audience to action such as making donations, volunteering.

The main events in which political marketing is involved are political campaigns. These are the most important techniques used in campaign advertising:
Political marketing has become a flourishing business and some think that the status of consumer-citizens it attaches to people minimizes their ability to make correct political decisions.