Uso de las Herramientas de Marketing Político como Método de Persuasión Electoral para Elecciones de Alcalde de un Gobierno Local en el Ecuador

Abstract

This research has been elaborated in order to study Political Marketing tools used by the leading candidates for mayoralty of Quito in February 2014, who were Mauricio Rodas and Augusto Barrera; furthermore, the level of persuasion that each tool generated on voters to define their vote to one of these two candidates. Three Political Marketing tools were analyzed: television, newspapers and social networks, through a monitoring on a thirty days span, one day before the end of election campaign. Besides, candidates were characterized based on the following dimensions: demographic, social and political; besides, the average elector, who voted for each candidate, was characterized in the same way. The research was exploratory, descriptive and cross-type with a mixed approach, using quantitative and qualitative data collection and analysis of information, among which may be mentioned the following techniques: surveys, official documents, reports from government agencies, publications of media. Finally, the results of these Political Marketing tools used by each candidate in the electoral campaign and the main reasons were determined by comparing which voters chose their candidate.