"Political Marketing as a Measuring Tool of Strategy in the Context of Political Campaigns"

Abstract

The usage of Marketing metrics in the context of Political campaigns is no longer a matter worth questioning, its usage is ever more mainstream due to its efficiency. However, the study of Political Marketing is still very scarce, this work aims to use the same metrics used in Commercial Marketing in the context of Political Campaigns. Through a content analysis research, using two focus groups, the quality of communication in the context of Political Campaigns was measured, in terms of communication and general perception of its actors. This work explored the general perception, of the focus group members, of political campaigns in their form, so as to understand gaps in communication that could be solved by Marketing Theory, copying the strategies of Commercial Marketing. The data was then analyzed based on an evaluation grid, and then by comparing both groups’ responses, in an effort to find patterns that would confirm, or lead to the need for a more in-depth investigation in future works.