Open AccessHow to compose a media mix to win an electoral campaign? proposing a framework for political marketing
Author(s) -
Mehrnaz Tajaddod Alizadeh,
AUTHOR_ID,
Mohammad Reza Saeidabadi,
Datis Khajeheian,
AUTHOR_ID,
AUTHOR_ID
Publication year - 2021
Publication title -
ad-minister
Language(s) - English
Resource type - Journals
eISSN - 2256-4322
pISSN - 1692-0279
DOI - 10.17230/ad-minister.39.8
Subject(s) - politics , presidential campaign , public relations , presidential election , thematic analysis , presidential system , political science , advertising , process (computing) , political advertising , marketing , business , computer science , sociology , qualitative research , social science , law , operating system
This article addresses the issue of composing different media to send an integrated message to the voters in electoral campaigns and presents a framework for managing media in political marketing. The authors conducted deep interviews with strategy developers of the past presidential elections as well as two parliamentary elections in Iran to extract the strategy development process for delivering the campaign message to the target audiences. thematic analysis used for analysis of data and interviews coded in three levels of open, axial and selective. The paper suggests a sequence of audience, message and media to launch a successful campaign within a framework that starts with campaign structure and strategy and accomplished with economic effectiveness measuring and success rate.