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Advertising has become
inevitable in every sector/
industry, irrespective of its type, size or reach. Of
late, advertising has also entered the business of politics.
Politicians promote their parties to grab the attention, as well as the hearts,
of the voters. Unlike commercial advertising where products
are promoted, political advertising promotes individuals
(politicians). According to experts, political parties view elections
strategically. Not only this, they feel that the strategies involved in
political marketing are similar to those involved in marketing of
products and services by the companies.
The history of politics is as old as the history of mankind
itself. Politicians have always marketed themselves with an aim to win
over their rivals by grabbing more voters during the election season.
Their primary aim behind advertising themselves and their party is to
win over the voters. It is a fact that a lot of hard work goes into
campaigning. Many factors have to be considered even before actually laying out
the final plan. The aim is to identify the best strategy that will usher
in success.
Unlike marketing of a product or service which can be
extended over the life of the product, political campaigning is for a short time
prior to the elections and ends with the elections. Hence, in this
short period of time, politicians use various advertising techniques,
like projecting their image and the image of their parties, highlighting
the issues facing the country and their plans to resolve these and
also negative advertising about the opposition parties. |
