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As estratégias da assessoria de comunicação e marketing nas disputas presidenciais brasileiras: um estudo do impacto da comunicação entre as eleições presidenciais no Brasil pós diretas, verdade x ilusões
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Abstract(s)
A essência da comunicação resume em facilitar a vida do ser humano, através da troca de informações, ela nunca irá mudar, mesmo com o avanço da tecnologia, muito pelo contrário, facilitará ainda mais por conta da instantaneidade e retorno imediato se iremos nos comunicar via tablets, computadores de última geração, digitando ou falando por voz, sua essência sempre será a mesma. Já o marketing, em síntese, consiste na busca da satisfação do consumidor com a realização do seu desejo, desta forma constituindo a fidelização do cliente. Enquanto o marketing político, por sua vez, é compreendido pelo esforço de promover e manter a imagem do político na preferência popular, com foco no bem mais precioso do cidadão, o voto. Porém, uma campanha eleitoral requer um planejamento estratégico eficiente e eficaz para que possa conduzir todo o plano estratégico de marketing eleitoral para uma campanha. Numa abordagem bibliográfica, este trabalho busca explicar e conceituar a importância da comunicação, o marketing político e o marketing eleitoral, a relação entre o marketing e as eleições brasileiras pós Diretas, onde iremos clarificar toda história eleitoral desde o Império, passando pela Ditadura Militar, até a Nova República, trazendo estes temas para conhecimento da sociedade, bem como apresenta os principais pontos a serem abordados numa campanha eleitoral, e no final apresenta uma abordagem crítica acerca das eleições de 1989 e 2018, fazendo uma comparação, visando evidenciar as verdades e ilusões de uma disputa eleitoral, e que uma campanha eleitoral, assim como numa guerra, não pode ser planejada, controlada, organizada e executada isoladamente pelo candidato ou seus correligionários e sim por uma agência ou profissional de comunicação e marketing especializado.
The essence of communication sums up in facilitating human life, through the exchange of information, it will never change, even with the advancement of technology, on the contrary, it will facilitate even more because of instantaneousness and immediate return if we will communicate via tablets, computers of the last generation, typing or speaking by voice, its essence will always be the same. Marketing, in short, consists in the pursuit of consumer satisfaction with the fulfillment of their desire, in this way constituting customer loyalty. While political marketing, in turn, is understood by the effort to promote and maintain the image of the politician in popular preference, focusing on the most precious possession of the citizen, the vote. However, an election campaign requires efficient and effective strategic planning so that you can conduct the entire strategic marketing campaign plan for a campaign. In a bibliographical approach, this work seeks to explain and conceptualize the importance of communication, political marketing and electoral marketing, the relationship between marketing and Brazilian post-election elections, where we will clarify all electoral history from the Empire, through the Military Dictatorship, to the New Republic, bringing these topics to the knowledge of society, as well as presenting the main points to be addressed in an election campaign, and at the end presents a critical approach on the elections of 1989 and 2018, making a comparison, aiming to highlight the truths and illusions of an electoral dispute, and that an election campaign, like a war, can not be planned, controlled, organized and executed in isolation by the candidate or his co-religionists, but by an agency or specialized communication and marketing professional.
The essence of communication sums up in facilitating human life, through the exchange of information, it will never change, even with the advancement of technology, on the contrary, it will facilitate even more because of instantaneousness and immediate return if we will communicate via tablets, computers of the last generation, typing or speaking by voice, its essence will always be the same. Marketing, in short, consists in the pursuit of consumer satisfaction with the fulfillment of their desire, in this way constituting customer loyalty. While political marketing, in turn, is understood by the effort to promote and maintain the image of the politician in popular preference, focusing on the most precious possession of the citizen, the vote. However, an election campaign requires efficient and effective strategic planning so that you can conduct the entire strategic marketing campaign plan for a campaign. In a bibliographical approach, this work seeks to explain and conceptualize the importance of communication, political marketing and electoral marketing, the relationship between marketing and Brazilian post-election elections, where we will clarify all electoral history from the Empire, through the Military Dictatorship, to the New Republic, bringing these topics to the knowledge of society, as well as presenting the main points to be addressed in an election campaign, and at the end presents a critical approach on the elections of 1989 and 2018, making a comparison, aiming to highlight the truths and illusions of an electoral dispute, and that an election campaign, like a war, can not be planned, controlled, organized and executed in isolation by the candidate or his co-religionists, but by an agency or specialized communication and marketing professional.
Description
Keywords
Comunicação Estratégia Marketing político Marketing eleitoral Communication Strategy Political marketing Electoral marketing