ЕЛЕКТОРАЛЬНИЙ МАРКЕТИНГ ПОЛІТИЧНИХ ПАРТІЙ В УКРАЇНІ.
This article reveals the features of the main technologies used by Ukrainian political parties in marketing strategies and analyzes their effectiveness. To solve the task, system analysis and description of the main properties and features of the object under study, synthesis, theoretical generaliza...
| Publicado en: | Hileya: Scientific Bulletin / Gileya no. 180/181; pp. 75 - 82 |
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| Autores principales: | , , |
| Formato: | Artículo |
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GILEYA Publishing
2023
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=hlh&AN=162478464&site=ehost-live header: @attributes: shortDbName: hlh uiTerm: 162478464 longDbName: Humanities International Complete uiTag: AN controlInfo: bkinfo: jinfo: jid: 20761554 JDNT jtl: Hileya: Scientific Bulletin / Gileya issn: 20761554 maglogo: N pubinfo: dt: 2023 iid: 180/181 pid: 97258 pub: GILEYA Publishing artinfo: ui: 162478464 10.31392/Hileya-POLITICAL-2023.1-2(180-181).12 ppf: 75 ppct: 7 formats: fmt: @attributes: type: P size: 1.9MB tig: atl: ЕЛЕКТОРАЛЬНИЙ МАРКЕТИНГ ПОЛІТИЧНИХ ПАРТІЙ В УКРАЇНІ. aug: au: О. О., Заславська О. А., Посвістак С. М., Козаченко affil: кандидатка політичних наук, завідувачка кафедри міжнародної комунікації та політології, Хмельницький національний університет (Україна, Хмельницький). докторка психологічних наук, доцентка кафедри міжнародної комунікації та політології, Хмельницький національний університет (Україна, Хмельницький). кандидатка педагогічних наук, доцентка кафедри міжнародної комунікації та політології, Хмельницький національний університет (Україна, Хмельницький). su: Brand choice Political parties Brand image Marketing strategy Marketing Ukraine sug: subj: Ukraine Brand choice Political parties Brand image Marketing strategy Marketing keyword: brand-person election marketing ideological platform of the party naming party design party image political party branding брендинг бренд-персона електоральний маркетинг неймінг партійний дизайн політична партія ідеологічна платформа партії імідж партії ab: This article reveals the features of the main technologies used by Ukrainian political parties in marketing strategies and analyzes their effectiveness. To solve the task, system analysis and description of the main properties and features of the object under study, synthesis, theoretical generalization and the structural-functional methods were used. It has been established that Ukrainian parties work in detail on their own brand and image, creating an offer that meets the needs of the widest circles of voters, which indicates that the parties are marketoriented, not product-oriented. The peculiarities of the technologies used by Ukrainian political parties in marketing strategies are determined, and it is proved that the image of the parties is dominated by a personalized component: the construction of the image of the party is closely related to the image of the leader and the party members. Another feature of the election marketing of political parties in Ukraine is taking into account the orientation of the Ukrainian electorate not on the ideological platform of the party, but on its leaders and produced content. The personalized component also dominates to the detriment of the programmatic and ideological component: it is the image and activity of the brand-person, which is projected onto the activity of the entire party and is even identified with it. The effectiveness of the use of naming technology has been established, cases of abuse of effective names of political parties have been tracked, and the impact of effective branding on the choice of the Ukrainian electorate has been shown. pubtype: Academic Journal doctype: Article src: R language: Ukrainian refInfo: copyright: @attributes: flag: Y custom: Copyright of Hileya: Scientific Bulletin / Gileya is the property of GILEYA Publishing and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. item: Hileya: Scientific Bulletin / Gileya holder: GILEYA Publishing dt: @attributes: year: 2023 holdings: @attributes: islocal: N |
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