如何组成一个媒体组合来赢得竞选?提出政治营销框架

IF 0.7 Q4 BUSINESS
Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis Khajeheian
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引用次数: 0

摘要

本文讨论了在竞选活动中组成不同的媒体向选民发送综合信息的问题,并提出了在政治营销中管理媒体的框架。作者对伊朗过去总统选举和两次议会选举的战略制定者进行了深入采访,以提取向目标受众传达竞选信息的战略制定过程。专题分析用于分析数据和访谈,分为开放、轴向和选择性三个层次。本文提出了一系列受众、信息和媒体,以在一个从竞选结构和战略开始,以经济效益衡量和成功率完成的框架内发起一场成功的竞选。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing
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.
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来源期刊
AD-minister
AD-minister BUSINESS-
自引率
55.60%
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