Electoral Advertising Based on Proximity Marketing

Jessenia Garrido-Martinez and Patricio Medina-Chicaiza

International Business Research, 2019, vol. 12, issue 9, 52-61

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.

Keywords: advertising; proximity marketing; electoral campaign (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:12:y:2019:i:9:p:52-61

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