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Essay / Research Paper Abstract
This 34 page paper examines the use of political marketing in Greece. The paper considers what is meant by political marketing and the way it can be studied. The paper then looks at the marketing of the two major parties; Panhellenic Socialist Movement (PASOK) and the New Democracy party (ND), looking at the ways in which they have campaigned using, including issues such as image management, advertisements and the use of the media, the marketing of ideas, the marketing of people and management of information. The paper then compares the two parties campaigning strategies before discussing the advantages and disadvantages of this type of political marketing. The paper focuses on the marketing during the 2000 and 2004 elections. The bibliography cites 20 sources.
Page Count:
34 pages (~225 words per page)
File: TS14_TEgreecemar.rtf
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Unformatted sample text from the term paper:
MARKETING 31 1. Introduction Politics
and elections are a complex issue; the democratic process means that the elected government should be representative of the electorate. The process of democracy means that the electorate have to
choose which party or leader should receive their vote. The way in which this decision is made will be complex, individuals will choose who they think represents their views and
values, the decision may be based on a differing priorities, which party r leader they think maybe of greatest benefit to themselves, with self interest being a primary consideration, or
which would be the best for the country as a whole. In turn a range of issues will be given different priorities by the electorate. Even where the members
of the electorate are well informed and make a decision based on facts these will be subject to their biases and the way in which they receive the communication from
the campaigns and the secondary sources such as newspaper reports and opinions from third parties. Looking at the process of elections, the voters are in the position of consumers,
making a purchase decision based on the available information (Lilleker and Lees-Marshment, 2003). The increased level of media coverage has facilitated a greater flow of information, resulting in a more
informed electorate. The media is not only a tool that reports events, it is also a tool that is used in a more proactive manner by the parties and leaders
seeking election. The campaigns have become complex marketing initiatives, seeking to appeal to a large target market and adapt their message to increase the appeal and their chances of becoming
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