An Application of Determining The Effect of Political Marketing Mix Elements on Voter Choices
Journal Name:
- Finans Politik & Ekonomik Yorumlar Dergisi
Keywords (Original Language):
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Abstract (2. Language):
The main purpose of political parties and candidates who frequently face with voters during and after election periods is to reach maximum quantity of votes with a minimum cost. By the increasing floating voter choices at the present day conditions, it is an inevitable truth to adopt the marketing techniques to the poli-tical area. Political marketing is the aggregate effort undertaken by political par¬ties and candidates to affect voter choices to their own directions before and du-ring election periods. In this study, it is analyzed that the effects of political mar¬keting mix factors to the political choices of voters who live in İzmir. As a result of the analysis, the voters have different perceptions about the product, price and promotion mix of political marketing mix. Thus the voters have different political reactions to the politcal marketing mix according to their demographic characters and different political party choices.
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Abstract (Original Language):
Seçim dönemleri ve sonrasinda seçmenlerin karşilarina siklikla çikan siyasi par¬tiler ve adaylarin temel hedefi en az maliyetle en çok oy miktarina ulaşmak-tir. Seçmen tercihlerinin giderek kararsizlaştiği günümüz koşullarinda pazarla¬ma tekniklerinin siyasal alanda kullanilmasi da kaçinilmaz bir gerçek olarak gö¬rülmektedir. Siyasal pazarlama, seçmen tercihlerini kendi doğrultularinda etki¬lemek amaciyla seçim dönemleri ve öncesinde siyasi partiler ve adaylar tara-findan gerçekleştirilen tüm çabalardir. Bu çalişmada, İzmir ilinde yaşayan seç-menlerin siyasi tercihlerine etki eden siyasal pazarlama karmasi unsurlari ince-lenmiştir. Yapilan analizlerde seçmenlerin siyasal pazarlama karmasi unsurlarin¬dan ürün, fiyat ve tutundurma karmasi unsurlarina karşi farkli algilamalara sa¬hip olduklari belirlenmiştir. Bu itibarla seçmenlerin demografik özellikleri ve fark¬li siyasi parti tercihlerine göre karma unsurlarina farkli tepkiler geliştirdikleri so¬nucuna ulaşilmiştir.
FULL TEXT (PDF):
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