ANÁLISIS DE HERRAMIENTAS DE MARKETING POLÍTICO UTILIZADAS EN CAMPAÑAS PRESIDENCIALES DEL ECUADOR (PERÍODO 1984 – 2006)

Abstract

The importance of today's Political Marketing in a campaign is the key to defining the future of it. The tools and strategies used, act decisively and influential on the electorate, reaching goals and transforming in the final vote. The study seeks to know Political Marketing tools used by Ecuadorian presidential candidates and analyze how persuasive they been. For this, was performed an investigation of selected periods campaigns and a literature review of the Political 4 Marketing tools to generate a comparative analysis between both variables. The results define that the correct use of techniques and marketing strategies generate Political persuasion and influence on the electorate, thus it can be concluded that the more efficient use of tools, greater penetration and influence the electorate.