Przeglądanie według Temat "political marketing"

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Ewolucja strategii marketingowych polskich partii politycznych 1989-2011 – od studia wyborczego do reklamy internetowej
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2014) Olszanecka, Agata
The Round Table Agreement led to the opening up of the Polish political scene and initiated the free competition of political parties. From this moment on we have dealt with permanent professionalization of the campaign, especially political TV advertising. Analyzing TV spots from the election campaigns we can subdivide three phases, attributable to periods: 1989-1995, 1995-2001 and 2001-2011. The first of these is characterized by a low degree of professionalization and poor use of political advertising. The second phase involves the personalization of the campaign and gradual expansion of advertising formats. The third phase, initiated by parliamentary elections in 2001, is characterized by a significant increase in spending on paid advertising and benefiting from patterns of U.S. political campaigns (shorter and more dynamic spots, domination of image content and the use of negative advertising). Parliamentary elections in 2011 may herald the beginning of the next phase. It can be assumed that in the era of technological progress Polish parties will gradually move their advertising messages to the Internet.
Identyfikacja wizualna w systemie politycznego zintegrowanego komunikowania marketingowego – wybrane aspekty
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2013) Gawroński, Sławomir
Integrated Marketing Communication (IMC) is a concept well known since the 1990s. It was elaborated for business branding and economic marketing actions. Its efficiency in business causes a growing interest in diverse forms of sector marketing – also political marketing. It is assumed that one aspect combining tools-like elements of IMC is Public Relations. However, an equally important factor, being a binder of all marketing communication tools of visual character is the building and implementing of visual identification systems. In this article chosen aspects of role that visual identity plays in marketing communication applied in political marketing are shown.
Negatywna telewizyjna reklama polityczna w wyborach do Parlamentu Europejskiego w Polsce w 2009 roku
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2015) Friedrich, Marek
Negative television political advertising has become an instrument commonly found in election campaigns in most democratic countries around the world. This article is intended to show the functioning of this element of political marketing, focusing in particular on its presence on Polish soil. This article indicates the genesis of negative televi-sion political advertising, its nature, significance, and provides an analysis that included sample ads by the campaign staffs of Law and Justice, Civic Platform and Democratic Left Alliance, which were broadcast during the election campaign before the election to the European Parliament in 2009.
Political Marketing, or how to win elections?
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2021) Rudnik, Mariusz
The subject of the presented article is the problem of political marketing as a way to electoral victory. Marketing, promotion and advertising are useful instruments for achieving political goals. The ability to apply these means in practice is an expression of growing professionalism in the field of political knowledge. Marketing instruments are useful not only during election campaigns, but also in the everyday activities of political leaders, social institutions, political parties, trade unions and other participants in political life. This may concern the design and practical application of various political strategies, creating the image of a politician of a newly established political organisation, advertising to the public the government's policy of significant importance for the state or promoting the image of a country, city or region . In recent decades, election campaigns have taken on a permanent character, not being limited as before to the closed periods immediately preceding voting. Thus, knowledge of marketing has become more important in the political environments of modern countries. The adaptation of professional marketing techniques to the sphere of political action and the use of the potential of modern media have significantly influenced the way politics is conducted. The goals, methods and strategy of a political campaign are, in a sense, determined by the audience and the media. The American campaign model has become a model for many countries, especially those – like Poland – which have embarked on the path of democratic transformation after 1989.
Skuteczność marketingu politycznego w kampaniach na urząd Prezydenta RP w latach 1990-2015
(Uniwersytet Rzeszowski, 2022-06-14) Rudnik, Mariusz
Dysertacja w całości została poświęcona polskim kampaniom prezydenckim, które odbywały się w Polsce w latach 1990-2015, oraz roli, jaką odgrywał w nich marketing polityczny – rozumiany jako swoista odmiana politycznej komunikacji odbywająca się na arenie politycznego rynku. W pracy główny nacisk położony jest na analizę mechanizmów prowadzenia kampanii wyborczych a także metod, technik i środków stosowanych w celu uzyskania jak największej liczby głosów i w konsekwencji wygrania wyborów. Czy konkretne działania w tym obszarze miały bezpośredni wpływ na wyniki wyborów? Czy rzeczywiście tylko marketing polityczny decydował o zwycięstwie lub porażce konkretnego kandydata? Głównym celem dysertacji jest nie tylko ogólny opis konkretnych kampanii prezydenckich, ale także ocena wybranych strategii, do których uciekali się poszczególni kandydaci oraz ich skuteczności. Z historycznego punktu widzenia marketing polityczny jest złożoną „strukturą”, w ramach której tworzone są coraz to nowsze sposoby zdobywania poparcia wyborców. Pojawia się jednak pytanie, czy tego typu działania mogą być potencjalnie niebezpieczne? Kontrolowanie i manipulowanie świadomością odbiorców i nieznajomością pewnych faktów, inicjowanie zmian w zachowaniach społecznych, poleganie na informacjach dostępnych w nowych mediach – czy są to nieistotne zagrożenia i nadal można je bagatelizować? Praca stara się na te pytania odpowiedzieć.
Wypowiedzi Jarosława Kaczyńskiego na temat Unii Europejskiej
(Wydawnictwo Uniwersytetu Rzeszowskiego, 2019) Tomal, Łukasz
Jarosław Kaczynski is currently the most important person in Polish politics. Thus, establishing the politician’s real opinion regarding the functioning of Poland within the structures of the European Union is of utmost importance. The aim of the present article is to analyse changes in how Jarosław Kaczynski spoke out on the matter of the UE, between and during the European Parliament Election campaigns. The research focuses also on the politician’s attitude towards the UE. As a result of the analysis, the following conclusion has been drawn: Jarosław Kaczynski’s beliefs about the UE have undergone numerous changes over the course of the years. However, he predominantly tends to perceive European integration as a negative process, while simultaneously endorsing the current that strengthens the feeling of national identity.