Approaching the Processes of Political Communication from a Marketing Perspective

• Author: Stan A. M. - Epuran G.
• Position: Transilvania University of Brasov - Transilvania University of Brasov
• Pages: 49-54

Bulletin of the Transilvania University of Braşo v

Series V: Economic Sciences • Vol. 12 (61) No. 1 – 2019

https://doi.org/10.31926/but.es.2019.12.61.1.7

APPROACHING THE PROCESSES OF POLITICAL

COMMUNICATION FROM A MARKETING

PERSPECTIVE

A. STAN1 G. EPURAN2

Abstract: This paper presents the most important concepts of political

communication from a marketing perspective, starting with the definition of

political communication and continuing with an overview on the political

communication mix. The purpose of the paper is to clarify a few key-

concepts and to identify the perspective of the political marketing specialists.

The paper concludes that the efficiency of a political communication process

consists in choosing an appropriate mix of means of communication in order

to transmit the same message in one voice.

Keywords: political communication, integrated political marketing

communication, non-profit marketing mix, political public relations, political

advertising.

1. Introduction

Used in Ancient Greece, more than 2500 years ago, political communication was

approached interdisciplinary by linguistic specialists, sociologists, psychologists,

philosophers, journalists, marketing specialists, and other related fields. Greek

philosophers were the first to develop the theory of human communication but also the

ones who used communicati on for political purposes when free citizens established the

first democratic rules (Epuran, 2015).

This paper aims to approach political communication from a marketing perspective.

According to the field of activity, the political marketing goes into non-profit marketing,

which means that the role of marketing in this case is to “put the organization in a

relational context in which it will provide value to clients and other categories served or

with which it is in relationship and serves the organization by being an instrume nt by

which it acquires the necessary resources for functioning: people, material, information,

notoriety, public recognition” (Pop and Coita, 2005).

The tools available to political marketing specialists that help to fulfill the above-

1 Transilvania University of Braşov, anamaria.stan@unitbv.ro

2 Transilvania University of Braşov, epuran.gheorghe@unitbv.ro