Resumen de How to compose a media mix to win an electoral campaign? proposing a framework for political marketing

Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis Khajeheian

• español

  Este artículo presenta un marco para la gestión de medios en campañas electorales. Se realizaron entrevistas a profundidad con desarrolladores de estrategias en las pasadas elecciones presidenciales, así como dos elecciones parlamentarias para extraer el proceso de desarrollo de la estrategia para transmitir el mensaje de la campaña a las audiencias objetivo. El documento sugiere una secuencia de audiencia, mensaje y medios de comunicación para lanzar una campaña exitosa.

• English

  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.