USAGE OF POLITICAL MARKETING IN ORGANIZATION OF POLITICAL CAMPAIGNS

USAGE OF POLITICAL MARKETING IN ORGANIZATION OF POLITICAL CAMPAIGNS


INTRODUCTION
s Maarek [1] notices, political marketing is one of the tools of political communication and a result of the ra-tionalization of the same. There are many determinations for political marketing, but as Scammell [2] notices, in social sciences there is no consensus about the acceptation of one definition of political marketing. As Kavanach [3] indicates, political marketing is engineering of
elections, that is, a series of strategies and tools based on the research of the public opinion made before and during the political campaign, by means of which communication in the political campaign is promoted, as well as its influence on the voters. In this regard, political marketing is an important communicological phenomenon. This is also the determina-tion of Lock and Harris [4], who in their definition detect the audience to which the political communication addresses, that is, the party membership, the media and the voters.
One more specific definition of political marketing would include image building, branding, use of political ad-vertising and complete communication strategy based on the strategic study of a given political entity Smith and Saunders, [5]. According to Harrop [6], political marketing is not only a simple sum of the elements that it is comprised of, on the con-trary all these elements are in the function of positioning of the political entity or candidate at the elections of the electoral market. In this regard, political marketing includes planning, management and control of communication of a given politi-cal entity [7], [2].


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