1. Presidents and prime ministers; politicians and parties; government departments and councils all use marketing in their pursuit of political goals.
Political marketing

2. PM
Market research is used, when deciding on policies and service design, to understand what the people they serve and seek votes from want and need;

3. PM voter profiling helps create new segments to target,
strategy guides creation of the political brand to develop an attractive vision,
internal marketing guides the provision of volunteer involvement,
delivery management sets expectations and helps to convey progress once a politician is elected or a programme has begun.

4. PM
As an area of academic research and teaching, political marketing is a modern and dynamic field that seeks to understand, learn from, comment on and even influence such behavior.

5. PM concerns: strategy, branding, positioning,
crisis management and polling,
and raise ethical issues of authenticity, targeting ethnic minorities and gender.

6. Political marketing strategy
is about how parties, candidates and governments think and plan in order to achieve their goals. It requires consideration of many different factors such as the nature of the market, history, culture, governance, stakeholders, competitors, resources and goals.

7. Strategies
It includes targeting, positioning strategies, attack and defence strategies, sales and market orientations, populist strategies, strategy and the environment, measuring and implementing strategy.

8. Politics as a marketing
The candidate is the ‘product’
What are the ‘attributes’ of the candidate?
A one-day ‘sale’
Date is predetermined
The monetary ‘price’ is zero
Far more competitive/antagonistic environ than most ‘products’

9. Marketing strategy and political campaigns
The candidate is the ‘product’
What are the ‘attributes’ of the candidate?
A one-day ‘sale’
Date is predetermined
The monetary ‘price’ is zero
Far more competitive/antagonistic environ than most ‘products’

10. Marketing strategy Image/positioning Market research Targeting
Limited by prior performance of candidate
Market research
Polling
Targeting
“Two campaigns”
Likely voters
Persuadable groups
Communication channels
Interpersonal
Mediated
New media

11. Development of organization
Message
“Product attributes”
Critique of opposition (far more prevalent in political campaigns)
Fundraising PR
‘Earned media’
Press relations
Development of organization
Pre-existing organization in traditional marketing campaigns

12. Definition of political marketing
Process, where on the marketing strategy basic is chosen product, which was the best (suitable) for recent political market

13. 1. step Research of political market
Disparting voters to many homogenic groups with its own necessities and atributes
We can make segmentation and
reach Target – we can concentrate on every group

14. And now: (menaces and occasions)
After studying resultates from research
We can start to create the product (political party, candidate, campaign, program, vision)
SWOT analyse
(weaknesses and strengths)
(menaces and occasions)

15. Everything depends on:
Budget
Anticipation
Question is:
What we will want to achieve?

16. Areas and topics Political topics Ideological area
Economic problems and conceptions
Social problems and solutions
Security
Environmental topics
Infrastructural topics
Visions, future

17. Comunal interests Safety on the street City budgets Work of officers
Public tidy up
Freetime activities
Education
Cultural events
Settlement care
Trafic...