In both cases to identify needs, sell ideas-simbolos and persuade people to change or reinforce their attitudes. Marketing is more than just a set of tactics and media operations. It is a set of techniques of research, management and planning dissemination that are used in the design and execution of strategic and tactical actions throughout an election campaign. TYPES OF ELECTORAL MARKETING. Berthilde Ortega, who tells us: the electoral marketing is subdivided into three main branches: the product-oriented, retail-oriented and market-oriented.
ELECTORAL MARKETING ORIENTED PRODUCT. This type of marketing developed special activities causing the candidate to show as a product that needs awareness mass to increase exposure of the public for their existence. Successful candidate of a number of duration of exhibitions. This type of marketing is used When is the candidate a national hero, or someone who has done something extraordinary for the country. Here need short advertising and make the facts of the candidate short films. ELECTORAL MARKETING ORIENTED TO THE SALE.
Activities of this type of electoral market relies primarily on the promotion and distribution of the candidate through exhibitions in mass media. The goal you are looking for this type of marketing is winning the election with any promise, manipulation or deception; the candidate does not measure what is promising and not interested in the satisfaction of their voters. ELECTORAL MARKETING MARKET-ORIENTED. This type of electoral marketing, unlike the previous one, is based on the satisfaction of the market (the voters); i.e., studies of opinion not only are carried out before the campaign for the development of the advertising plans, but it also during the Government of the candidate are par conducted to know the degree of the change in public opinion. The objective pursued is not only winning the election but keep increase loyalty to the label. That is, the party’s image is more important, what studies are done after the elections and public opinion as feedback and modification of the policies of the candidate is used to increase participation and modifying the candidate policies to increase the participation of the electoral marketplace.