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2 Roczniki Nauk Społecznych

2 Płoński A.

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Wpływ zachowań wyborcy na zakres czasowy marketingu politycznego

100%

Płoński A.

Roczniki Nauk Społecznych

2004

tom 32

nr 3

105-121

Despite numerous publications on the subject, there is still no agreement as to the sense of political marketing, its nature and aims. The article `The Impact of Voter Behaviour on the Time Span of Political Marketing' touches upon the fundamental issue of the essence of marketing activities on a political market. The author seeks to answer the question: Should (in the light of efficiency criterion) political marketing be only one of manifestations of a party's electoral activity, or should all party's activity - both between and during campaigns - be based on a long-term marketing strategy? The starting point is the analysis of theoretical models of voter behaviour supported with an empirical research carried out by the author from September 1997 to September 2001 in Poland. The conclusion of this analysis is that reducing marketing activities only to campaign communications curtails its efficiency. Therefore, all marketing activities should be based on a long-term marketing strategy which covers a party's activity both between and during election campaigns.

Spójność i wiarygodność oferty politycznej jak o zmienne wyjaśniające efekt kampanii wyborczej w 2001 roku

100%

Płoński A.

Roczniki Nauk Społecznych

2005

tom 33

nr 3

51-65

The article shows the results of research conducted by the author. The research was based on data collected from 1997 to 2001 and during the election campaign in 2001. The goal of the research was to werify following hypothesis: H1: An election campaign can influence the natural support of a political party. H2: There is a connection between a marketing cohesion of a political offer and a result of election campaign. H3: Influence of cohesion of political offer on a campaign results is determinated by a credibility of the offer. Analysis conducted in the article support the accuracy of hypothesis H1 and H3 and conditional accuracy of the hypothesy H2 such a result is very important to a political marketing. It shows that a political marketing should be based on a long-term strategy which includes election campaign period as well as a period between elections. Whats more that means that the marketing strategy tools shouldn't be reduced only to a narrow-meaning communication or advertising