Author: Andrew Smith
The MP is the set of research techniques, planning, management and communication that are used in the design and implementation of strategic actions and tactics during a political campaign, whether electoral or institutional diffusion. Heriberto Muraro, argues that the modern MP has two additional features:
- ¨ Mediatization: use of mass media.
- ¨ Videoplitica: is dominated by images and visual communication tools.
Here is where the MP can be considered as a discipline with its own scope and wide ranging and manifold. Initiatives “political marketing” not only use government or party activity, but also to satisfy the need to communicate their messages more efficiently trade unions, business chambers, professional associations, NGOs, etc.