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 we...
- Autores:
-
Tajaddod Alizadeh, Mehrnaz
Reza Saeidabadi, Mohammad
Khajeheian, Datis
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Universidad EAFIT
- Repositorio:
- Repositorio EAFIT
- Idioma:
- eng
- OAI Identifier:
- oai:repository.eafit.edu.co:10784/30982
- Acceso en línea:
- http://hdl.handle.net/10784/30982
- Palabra clave:
- Election
Electoral campaigns
Political marketing
Media management
Political communication
Elecciones
Campañas electorales
Marketing político
Gestión de medios
Comunicación política
- Rights
- License
- Copyright © 2021 Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis Khajeheian
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Medellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees2021-11-282022-03-23T16:59:29Z2021-11-282022-03-23T16:59:29Z1692-02792256-4329http://hdl.handle.net/10784/30982This 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.Este artículo aborda el tema de la composición de diferentes medios para enviar un mensaje integrado a los votantes en las campañas electorales y presenta un marco para la gestión de medios en el marketing político. Los autores realizaron entrevistas profundas con desarrolladores de estrategias de las pasadas elecciones presidenciales, así como de dos elecciones parlamentarias en Irán, para extraer el proceso de desarrollo de estrategias para transmitir el mensaje de la campaña a las audiencias objetivo. análisis temático utilizado para el análisis de datos y entrevistas codificadas en tres niveles de abierto, axial y selectivo. El documento sugiere una secuencia de audiencia, mensaje y medios para lanzar una campaña exitosa dentro de un marco que comienza con la estructura y la estrategia de la campaña y se logra con la medición de la efectividad económica y la tasa de éxito.application/pdfengUniversidad EAFIThttps://publicaciones.eafit.edu.co/index.php/administer/article/view/7179https://publicaciones.eafit.edu.co/index.php/administer/article/view/7179Copyright © 2021 Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis KhajeheianAcceso abiertohttp://purl.org/coar/access_right/c_abf2AD-minister, Núm. 39 (2021)How to compose a media mix to win an electoral campaign? proposing a framework for political marketing¿Cómo componer una mezcla de medios para ganar una campaña electoral? Proponiendo un marco para el marketing políticoinfo:eu-repo/semantics/articlearticleinfo:eu-repo/semantics/publishedVersionpublishedVersionArtículohttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1ElectionElectoral campaignsPolitical marketingMedia managementPolitical communicationEleccionesCampañas electoralesMarketing políticoGestión de mediosComunicación políticaTajaddod Alizadeh, MehrnazReza Saeidabadi, MohammadKhajeheian, DatisUniversidad de Teherán, Teherán, IránUniversidad de Teherán, Teherán, IránUniversidad de Teherán, Teherán, IránAD-minister39163194ORIGINALHow to compose a media mix to win an electoral campaign.pdfHow to compose a media mix to win an electoral campaign.pdfTexto completo PDFapplication/pdf362947https://repository.eafit.edu.co/bitstreams/53035172-a2cd-4fc2-a80d-f03c881d5c19/download0c7cb6ed0781f89556c001986d0922e3MD51How to compose a media mix to win an electoral campaign.htmlHow to compose a media mix to win an electoral campaign.htmlTexto completo HTMLtext/html292https://repository.eafit.edu.co/bitstreams/91aa5a56-0f03-4c56-96a0-1654ece9c44d/download4b15e880b0393750116b34327d587358MD52THUMBNAILminiatura-administer (1).jpgminiatura-administer (1).jpgimage/jpeg8755https://repository.eafit.edu.co/bitstreams/c9a2dcf4-d5a1-42ea-ba8b-6412d59327ac/download87c28d32b620f3408b1c70a3c505fbd8MD5310784/30982oai:repository.eafit.edu.co:10784/309822022-06-17 20:50:44.588open.accesshttps://repository.eafit.edu.coRepositorio Institucional Universidad EAFITrepositorio@eafit.edu.co |
| dc.title.eng.fl_str_mv |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| dc.title.spa.fl_str_mv |
¿Cómo componer una mezcla de medios para ganar una campaña electoral? Proponiendo un marco para el marketing político |
| title |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| spellingShingle |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing Election Electoral campaigns Political marketing Media management Political communication Elecciones Campañas electorales Marketing político Gestión de medios Comunicación política |
| title_short |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| title_full |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| title_fullStr |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| title_full_unstemmed |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| title_sort |
How to compose a media mix to win an electoral campaign? proposing a framework for political marketing |
| dc.creator.fl_str_mv |
Tajaddod Alizadeh, Mehrnaz Reza Saeidabadi, Mohammad Khajeheian, Datis |
| dc.contributor.author.spa.fl_str_mv |
Tajaddod Alizadeh, Mehrnaz Reza Saeidabadi, Mohammad Khajeheian, Datis |
| dc.contributor.affiliation.spa.fl_str_mv |
Universidad de Teherán, Teherán, Irán Universidad de Teherán, Teherán, Irán Universidad de Teherán, Teherán, Irán |
| dc.subject.keyword.eng.fl_str_mv |
Election Electoral campaigns Political marketing Media management Political communication |
| topic |
Election Electoral campaigns Political marketing Media management Political communication Elecciones Campañas electorales Marketing político Gestión de medios Comunicación política |
| dc.subject.keyword.spa.fl_str_mv |
Elecciones Campañas electorales Marketing político Gestión de medios Comunicación política |
| description |
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. |
| publishDate |
2021 |
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2021-11-28 |
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2022-03-23T16:59:29Z |
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2022-03-23T16:59:29Z |
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2021-11-28 |
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info:eu-repo/semantics/article article info:eu-repo/semantics/publishedVersion publishedVersion |
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Artículo |
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publishedVersion |
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1692-0279 2256-4329 |
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http://hdl.handle.net/10784/30982 |
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eng |
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https://publicaciones.eafit.edu.co/index.php/administer/article/view/7179 |
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Copyright © 2021 Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis Khajeheian |
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Acceso abierto |
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Copyright © 2021 Mehrnaz Tajaddod Alizadeh, Mohammad Reza Saeidabadi, Datis Khajeheian Acceso abierto http://purl.org/coar/access_right/c_abf2 |
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application/pdf |
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Medellín de: Lat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degrees Long: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees |
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Universidad EAFIT |
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