Specyfika komunikacji marketingowej w kampanii wyborczej

Abstract

The electoral campaign is a process in which a given competitive actor (individual and collective) aims at maximising his electoral gains, and so attracting as many votes of the electorate as possible. This is exactly why political actors make a variety of efforts enabling them to attain the goals they set for themselves. Marketing communication is the most visible set of techniques and methods used in electoral campaigns whose aim is to convey to the public (voters) some specific messages on behalf of the campaign organisers. The marketing communication tools used most frequently during such campaigns are advertising, public relations and direct marketing. The objective of this article is to present the instruments of marketing communication as well as its role in electoral campaigns.