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Marketing Through a Political Glass. Polish Experiences

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Marketing Through a Political Glass. Polish Experiences POLISH POLITICAL SCIENCE VOL XXXVI 2007 PL ISSN 0208-7375 MARKETING THROUGH A POLITICAL GLASS. POLISH EXPERIENCES by Marek Jeziński INTRODUCTION In this paper, the issues concerning the relationship between political marketing and commercial marketing are presented. !e main concern of the study is the usage of the commercial economic marketing categories in the political domain. As a result, phenomena coming from the economic "eld as market; a customer, pro"t, product brand, or advertising are presented as the elements of the marketing techniques employed in the public game played in the speci"c market of politics. Political marketing should be perceived as a sphere of the special exchange between the sender of information or a product (mainly it is related to the political parties and their candidates for the public o#ces) and the receiver (that is, a voter who supports or does not a political organisation), it penetrates the "elds of inter- disciplinary character, that embrace such phenomena as sociology, anthropology, economy, mass communication, linguistics, or socio-linguistics. As a part of the political science it crosses the borders of the sphere, and the techniques from the enumerated "elds are used in the political marketing analyses: political marketing is a phenomenon of interdisciplinary character from its origin. Political marketing takes a speci"c place in the political system of the countries that underwent (or still undergo social, economic and "rst of all political transformation a$er the collapse of the communist system. Such countries as Poland, the Czech Republic and Hungary had to adapt to the Western democratic standards. !e usage of political marketing in the campaigns makes these systems more mature according to the Western stan- Marketing through a political glass. Polish experiences 199 dards, and more accepted by the USA and the EU countries. In the paper the examples of the political marketing solutions in Poland are delivered. Current Polish system is based on polyarchic oriented formal regulations and political marketing strategies are used permanently in the campaigns. In the study, political marketing is de!ned as a part of social communication process on one hand, and on the other as the behavioural system based on the free market regulations. "e phenomenon is rooted in the commercial goods promotion, and its main goal is to attract the new electors and keeping the hitherto convinced ones. "e maximalisation of political pro!t is perceived as a certain exchange in which the electors and politicians take part. Second ones try to sell their programme or ideology as they try to attract the voters who are ready to support them in the periodical elections. Attracting the voter, as an element of the political communica- tion process, starts the sender of information , namely, a candidate, a party or other group of people related to politics witch whose aim is to get or keep the political power, such sender presents her or his political o!er , that embraces such elements as image, ideology, public relations sphere, advertising, promotion, publicity, spon- soring and distribution, to the receiver , who receives, decodes information and displays the attitude towards it and !nally presents speci!c political disposition. Such an attitude, however, is not always convergent with the intentions of the sender. "e support in the elections depends on various factors, among which both political marketing and electoral advertising take signi!cant place 1. Initially the main di#erence between political and commercial marketing should be pointed. If one takes the results of the marketing activity in those !elds into account, it is observable that the same results or e#ects (the process of selling ended up by the success: on one hand the washing powder, and on the other, a political candidate or a party) is a result that stems from di#erent bases that are rooted in the structure and genre speci!cs of a product itself. In commercial marketing the main root of every activity is the broadly understood market. A receiver is “bombed” by marketing activity that is supposed to bring the evident result: a person is supposed to undertake a particular decision and should spend her or his money on an adver- tised product. "e issue of the consumer’s need origin (is it of natural character or is it arti!cially created for marketing reasons by the goods producers or market regulations) is of secondary character. Politics, in turn, is based on symbolical activ- ity driven by emotions. Its conditions are not always subjugated to the main prin- ciple, namely, a need perceived as a stimulus that brings about certain predicable reaction as it is in case of ful!lling the consumer needs. "e participation in social 1 For further study on political marketing see, e.g. Albouy: 1994; Diamond, Bates: Bates: 1992; Edelman: 1988; Gourevitch: 1998; Hart: 2000; Jamieson: 1996; Lees-Marshment: 2001. 200 Marek JEZIŃSKI life and taking part in rituals satisfy mainly the needs of psychological character. !erefore, it should be assumed that politics is driven by di"erent conditions as it is in case of consumer goods market. To simplify the problem, the latter satis#es the needs of biological and natural character [see in e.g.: Maslow 1986: 151]. Political advertising, public relations, publicity and other methods of in$uencing the client lead the consumer-elector to realise a certain psychological imperative that should bring about a particular result, namely, taking part in community life. Simultaneously, by satisfying this demand a typical human need of social acceptance, especially by the groups of reference for a particular person is satiated also. !e di"erence pointed above is of genetic character and seems to have further consequences in perceiving both phenomena holistically. Both are recognised as speci#c structural coherent phenomena of dynamic character. !e dynamics stems mainly from the institutional and political context and on the other hand from culture in which the marketing strategies are implemented. Both phenomena con- centrate the activities on an individual as a primary receiver of every activity of marketing character. Generally, individuals are supposed to invest their money in buying a product, or their political emotions in supporting a certain political party or a candidate. Symbolical stigma attached to a product or to a public person or organisation is supposed to persuade the consumers or the electors that this par- ticular o"er is the most convincible one for them and by using that given proposition their needs are supposed to be satis#ed for a long time or at least their situation is going to be observably improved. MARKETING AS A POLITICAL PHENOMENON !e notion “marketing” is of an economic origin and it is related to the contem- porary idea of selling the consumer goods. Consequently, behind all the activities undertaken in the sphere of marketing lies the natural desire to multiply the pro#ts of a particular economic producer by reaching and satis#ng the needs of the vast population as possible by selling the products. !is activity is occasionally accom- panied by the attempts to discredit the competitors. !e de#nitions of marketing underline various aspects of the marketing strategies, since they underline the prob- lems related to the selling methods, competitiveness, costs of a product or selling strategies. Contemporary marketing orientation is related mainly to the needs of a client, who is perceived as the initial and last element of the marketing chain. Such an initial step, that is, market research, market segmentation, SWOT analysis and recognising the real or arti#cially created consumer needs, is mainly identi#ed with the process of buying a particular product. Moreover, the marketing strategy should Marketing through a political glass. Polish experiences 201 bring about the situation in which a customer – a!er the particular or similar need arises again – is ready to buy the same product, since the user is convinced about the brand quality of the used and trusted o"er, since the latter should provide the feeling of stability, safety and predictability. In the marketing vision of politics the ideas taken from the marketing of the con- sumer goods are transferred into the political categories and applied to the analyses of the political game. Consequently, the market is treated as the whole body of politics relating to the public activity rooted in the run for power game, a product is understood as a political party, an individual or general ideas, a #rm penetrating the market is recognised as a political organisation, transaction is identi#ed with the elections, and the pro#t is perceived as the political power. $e relationships among those elements of marketing domain, are of dynamic nature. $e latter one is characterised by the high level of unpredictability which is one of the main distinctive features of market itself. Such tendency to unpredictability, however, should not be identi#ed with the lack of institutionalisation, structural uncertainty or with the amorphous character of market- ing as a whole. From this perspective, the high level of unpredictability should be recognised as the tendency towards creativity and the adaptative disposition of a particular actor, especially in the context of changing political conditions. Undoubt- edly, amorphous character, the lack of institutionalisation and uncertainty of market- oriented processes are the factors that counteract the stagnation and stabilisation of the market as a sphere ruled by relatively clear rules accepted by all (or almost all) actors taking part in the market-game. $ose rules are acceptable because the prin- ciples of acting are predictable to a greater or lesser degree. $e above remarks concerning the problems of market in the economic sense in the #rst place are applied to the political domain also.
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