MARKETING COMMUNICATION IN POLITIC

Moj diplomski seminar obravnava področje marketinga v politiki in v povezavi s tem marketinškega komuniciranja v politiki. Ugotovil sem, da marketing v politiki izhaja iz ekonomskega marketinga in ima z njim veliko skupnega. Ustvariti želi političnega kandidata, ki bi ustrezal širši množici in ga skozi oblike marketinškega komuniciranja predstaviti potencialnim volivcem. Pri ekonomskem marketingu gre za podobno stvar, le da tukaj nastopa izdelek ali storitev, ki je narejena prav za določen segment potrošnikov in se predstavlja skozi enake kanale komuniciranja, kot v prejšnjem primeru. Če primerjam objekte oziroma subjekte, ki nastopajo v obeh primerih ugotovim, da lahko izdelek enačim z političnim kandidatom in njegovimi idejami, potrošnik je volivec, politična javnost je trg in dobiček so glasovi na volitvah. Pri obeh pojmih nastopa lojalnost in gradnja imidža. V nadaljevanju predstavljam politično oglaševanje in politično propagando. Enako kot pri produktnem oglaševanju, politično oglaševanje predstavlja izdelek (političnega kandidata) in navaja prednosti in sposobnosti le-tega. Kupci (volivci) se s tem izdelkom (političnim kandidatom in njegovimi idejami) poistovetijo in ga kupijo (volijo), dajo določeno vsoto denarja (na volilnem lističu obkrožijo kandidatovo ime). Politično propagando pa predstavljam kot pojem, ki je skozi zgodovino dobil negativen predznak. Značilen je predvsem za diktatorske in totalitarne režime, kjer je namen propagandne akcije, zavestno manipuliranje in vsiljevanje določenih idej, stališč in načel širši množici. Tako sem, kot primer uporabil prakso Sovjetske zveze z Leninom in kasneje Stalinom na čelu in Goebbelsom iz nacistične Nemčije. Zaključim s temo prvih tajnih volitev pri nas 1990, kjer prikažem pravo plakatno vojno opozicijskega Demosa in nepričakovano visoko priljubljenost »vaškega cirkusanta« Ivana Krambergerja, v tekmi za predsedniški stolček samostojne Slovenije.My graduate seminar treats marketing area in politic and in connection with it, marketing communication in politic. I found out, that marketing in politic comes from economic marketing and has a lot in common with it. It wants to create political candidate, who would suit wild crowd and it would introduce it to potential voters through the kinds of marketing communication. At economic marketing it’s about the similar thing, only which it is about a product or a service, which is made for particular segment of the consumer and introduces itself through the same canals of communication as in previous case. If I compare objects or subjects, which appear in both cases, I find out, that I can equal with political candidate and his ideas, consumer is voter, political public is a market the profit are votes at elections. At both concepts appears loyalty and building of the image. In continuation I’m introducing political advertising and political propaganda. Same as at productive advertising, political advertising is presenting a product (of political candidate) and lists advantages and capability of it. Buyers (voters) uses this product (political candidate and his ideas) to identifying with it and buy it (vote for it) and gives defined sum of money (they vote for the candidate). I introduce political propaganda as concept, which got negative sign through the history. It’s feature especially for dictating and totalitarian regime, where the purpose of action’s propaganda is to manipulate and forcing of ideas, opinions and principle to wild group of people. That’s why I used as example the practice of soviet connection with Lenin an later with Stalin on top with Goebbels from Nazism Germany. I’m concluding with theme of the first secret Slovenian election in 1990, where I can display first marketing war of opposition Demos and unexpectedly high popularity of “village circus man” Ivan Kramberger in race for president seed of independent Slovenia