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Electoral Advertising Based on Proximity Marketing

Author

Listed:
  • Jessenia Garrido-Martinez
  • Patricio Medina-Chicaiza

Abstract

This study seeks to propose a strategy for electoral advertising based on proximity marketing. It arises as a response to the problem detected through direct observation and structured interviews with specialists (experts in electoral marketing, politicians, publicists and ICT leaders) which evidenced the lack of technological tools for electoral advertising such as proximity marketing. In addition, theoretical methods and documentary analysis were used. The results include a proposed strategy with the following phases: search for a supplier, planning, multimedia documents, technological conditions, implementation, control.

Suggested Citation

  • Jessenia Garrido-Martinez & Patricio Medina-Chicaiza, 2019. "Electoral Advertising Based on Proximity Marketing," International Business Research, Canadian Center of Science and Education, vol. 12(9), pages 52-61, September.
    • Handle: RePEc:ibn:ibrjnl:v:12:y:2019:i:9:p:52-61
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    References listed on IDEAS

    as
    1. Kajsa Falasca & Mikolaj Dymek & Christina Grandien, 2019. "Social media election campaigning: who is working for whom? A conceptual exploration of digital political labour," Contemporary Social Science, Taylor & Francis Journals, vol. 14(1), pages 89-101, January.
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      More about this item

      Keywords

      advertising; proximity marketing; electoral campaign;
      All these keywords.

      JEL classification:

      • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
      • Z0 - Other Special Topics - - General

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