POLITICAL COMMUNICATION VERSUS COMMERCIAL COMMUNICATION

Abstract: The purpose of this paper is to draw a parallel between commercial communication, seen as a basic element of classic marketing and electoral communication, seen as part of political marketing. The processes of policy and message development and dissemination in the political field are, somewhat, akin to market positioning in the commercial sector. For Philip Kotler political marketing is “the social interaction between two units out of which one (the candidate) tries to obtain the desired answer from the other social unit involved (the electors), whose answer is free but unfortunately it can be influenced by certain benefits that can be offered by the former social unit”. This definition highlights perfectly a few aspects: the extrapolation of the exchange notion and the perception of political marketing not only as the action of one entity over another but also a