Akademik Veri Yönetim Sistemi
Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, cilt.6, sa.1, ss.129-148, 2018 (Hakemli Dergi)
Political marketing shares much in common with marketing in the business world and benefits fromsociology, political phycology and of course mostly takes advantage of communication almost at its all levels. Atits very simple description, politicians through political marketing just as done in the business marketing, tells whatthey have for people, why they should elect them as their representatives and explain them their future promisesand guarantees if the follower faces any problem. The communication managers at this publicising process, directthe marketing steps, tell the politicians which services to use and what communication methods (e.g. advertising,social media activities) to practise. At the same time, they have a further strategy which depicts the support theymight have in return and the voter loyalty they will receive if their strategy works. Throughout the electioncampaign, runners convey their promises and explain their future performances in exchange for the votes andsupporters’ contributions. However, although political communication strategies look similar in different countries,the local culture, traditions and values force politicians to develop new ways of election campaigns special to thatindigenous demands which will attract the voters and make them feel that the politician is one of them. Therefore,this conceptual paper while giving mostly a theoretical background for political marketing in general terms, it alsotries to explore the relationship and benefits gained by practicing cultural traditions and the local outlines thepoliticians mostly apply in their communication campaigns. The outcomes of the study suggest that the politicalcommunication campaigns in Turkey have local patterns but also are particularly carrying the similar futures ofAmerican strategies.