Dissertation ReportOn

IMPACT OF POLITICAL MARKETINGSubmitted in partial fulfillment for the award of Degree ofMaster of Business Administration

Scholar SupervisorVikas Rachin SuriRoll no. -4121007 (Asst.Prof.), MBA (Marketing) NIT Kurukshetra Department of Business AdministrationNIT KurukshetraApr 2014

PREFACE

The research studies are of a great help in enhancing the knowledge of a person. Practical knowledge is a suffix to theoretical knowledge. Classroom lectures clarify the fundamental concepts of management. But classroom lectures must be correlated with the practical research situation. It is in this sense that the research project that the research project is made compulsory for the curriculum and has a significant role to play in the field of business management. Through this type of project one can understand the application of theory into practical. But it is only difficulty, which makes the success dears. In this project I have put a lot of effort to make it a success.In this report Impact of Political Marketing through Social media. A study on people behaviour towards political marketing and impact of political marketing through social media on people and obligatory part of MBA curriculum. My purpose for this report is to find out how the people are getting affected by political marketing. So in this report my main focus was basically on people perception towards political marketing through social media.

ACKNOWLEDGEMENTThe time I have spent on this report has been very fruitful and I have heartily enjoyed studies of the report. The successful completion of the report is indebted to the support of all the departments involved directly or indirectly with the project. During my tenure, I have been able to interact with many personnel of varied designations and functions. My experience with each one of them has been enriching. I sincerely hope that these acquaintances develop further in the future.I would sincerely extend my gratitude to my dissertation report guide Mr. RachinSuriAsst.Prof. , NIT Kurukshetra who has guided me through this report, with invaluable insights despite their busy schedule to continuously pushes me harder for better efforts.I would like to thank my faculty mentor, Prof.Rajinder Kumar Deswal, for giving me moral support and guidance throughout the report. I would also like to thank all the faculty members for providing me with the necessary inputs during the course which helped me during my dissertation.

(AMIT)

DECLARATIONThis is to certify that I , AMIT the student of National Institute of Technology, Kurukshetra studying in M.B.A.(4th semester) Roll No. 3010196 has submitted a dissertation report on the title IMPACT OF POLITICAL MARKETING THROUGH SOCIAL MEDIA for partial fulfilment of Degree of Master of Business Administration (M.B.A.) toNational Institute of Technology, Kurukshetra.I solemnly declared that the work done by me is original and no copy of this has been submitted to any other Universities or Institute for award of any other degree/diploma/fellowship.

(AMIT)

FACULTY CERTIFICATEForwarded here with a dissertation report on IMPACT OF POLITICAL MARKETING THROUGH SOCIAL MEDIA submitted by Vikas student of MBA 4th semester (2012-14). This project work is partial fulfilment of the requirement for the degree of Master in Business Administration from NIT, Kurukshetra.

Mr. RachinSuri(Asst. Prof.)National Institute of Technology,Kurukshetra

IndexContents Page No.1. Introduction Political marketing Negative political advertising2. Objective of the study

Scope of the study

Need of the study

Literature Review

Research Methodology

Research Design

Sources of Data Collection

Sample Size

Sampling Method

Research Method

Data analysis method

Tools of Investigation

Statistical tools used

Data Analysis

Interpretation

7. Limitations 8. Annexure POLITICAL MARKETING

Before learning the facts about political marketing it is mandatory to learn what marketing is and what its scope is.1.MarketingMarketing is about identifying and meeting human and social needs. One of the shortest good definitions is meeting needs profitably. The American Marketing Association offers the following formal definition:Marketing is an organizational function and a set of process for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its

INTRODUCTION

Politics is derived from the Greek word polis which literally means city-state. Corporate, religious, academic and every other polity, especially those constrained by limited resources, contain dominance hierarchy are therefore politics (Shuriye (2002) defines politics as the game played by the politicians. The game can be good or bad, ethical or immoral, depending upon the attitude of the player. Politics are defined as the art and science of government (MWO, 2006). Its a process by which collective decisions are made within groups. Although the term is generally applied to behaviour within governments, politics is observed in all human group interactions, including corporate, academic, and religious institutions. Harold Lasswell (1902 1978) a well known American political scientist has defined politics as who gets what, when, where, and how. Marketing on the other hand have somewhat an evolving definitions such that proposed by Cooke, Rayburn and Abercrombies (1992) when they said that marketing definitions is a lens through which one can make assertions about the environment prevalent at the time definition was written. This is very much true if we take a look at the definitions given by the American Marketing Association (AMA) in which in 1935 the AMA defined marketing as the performance of business activities that direct the flow of goods, and services from producers to consumers. Then in 1985, they amended the definition of marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Recently in 2004 the definition has been revised as follows marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. AMAs recent definition had prompted Darrochet.al. (2004) to suggest a new marketing viewpoint i.e. stakeholder viewpoint to the existing four viewpoints as had been suggested by Cooke, Rayburn and Abercombies (1992) such as economic utility viewpoint; consumer viewpoint; societal viewpoint; and managerial viewpoint. The UK based Chartered Institute of Marketing (CIM) defined marketing as the management process of anticipating, identifying and satisfying customer requirements profitably (CIM, 2006). The British and American definitions are useful in that they counteract the crude and over simplistic belief that marketing is simply about firms giving their customers what they want. Marketing is actually a process in which the notion of consumer focus plays a major strategic role but not to the exclusion of organizational needs. The discussion in this paper is very much interested with the AMAs amended definition of marketing in 1985 whereby it has introduced the word idea as an addendum to goods and services as the focal objects in marketing exchange process. This is important as it envisaged the acceptance of political marketing as a sub-discipline of mainstream marketing. The idea is the object of exchange between political actors as marketers and the electorate as consumers. Gronroos (1990) defined political marketing as seeking to establish, maintain and enhance long-term voter relationships at a profit for society and political parties, so that the objectives of the individual political actors and organizations involved are met. This is done by mutual exchange and fulfillment of promises. of ideas and opinions which relate to public or political issues or to specific candidates. In general, political marketing is designed to influence peoples votes in elections. It is different from conventional marketing in that concepts are being sold as opposed to products or services. Political marketing, however, employs many of the same techniques used in products marketing, such as paid advertising, direct mail and publicity (c.f. Butler and Collins, 1994).

POLITICAL MARKETING AS A SUB-DISCIPLINE OF MINSTREAM POLITICAL SCIENCE AND MARKETING MANAGEMENT

Marketing management is the science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value (Kotler, 2003). On the other hand, political marketing is the marketing of ideas and opinions which relate to public or political issues or to specific candidates (Clemente, 1992 c.f. Butler and Collins, 1994). The party or candidates use of opinion research and environmental analysis to produce and promote a competitive offering which will help realize organizational aims and satisfy group of electors in exchange for their votes (Wring, 1997). In political marketing we need to make adjustment of mainstream marketing system to a political marketing system in which the industry consist of a collections of politicians whereby they communicated ideas to a collection of voters with hope in return they will get voters vote and in achieving this they will need information about voters needs and wants through the process of marketing intelligence. Marketing consists of actions undertaken to elicit desired responses including behavioral responses such as vote or support from a target audience. In effecting successful exchanges, marketers analyze what each party expects from the transaction (Kotler, 2003). For example politicians want trust and commitments (Henneberg, 2004); long-term electoral success (Ingram & Lees-Marshment, 2002); brand loyalty and long-term support or repeat voters (OCass, 1996), and maximized electoral support (Wring, 1997). Voters, however, want political information and facts; prudent, credible, intellectual and honest leader (Newman, 2001); better government and better policy (OCass, 1996). Figure 2 below depicted the exchange map for politicians and voters. Political marketing management has now reached the conceptual level i.e. parties/governments partly follow a voter-orientation analogous to a customer-orientation in commercial marketing. Political marketing is focusing on exchange relationships, a long term perspective, voter orientation (but restricted by societal considerations), and mutual mainstream marketing concept of Relationship Marketing aims to build long-term benefits for all parties involved (c.f. Henneberg, 1996). This is analogous to the mutually satisfying relations with key parties customers, suppliers, distributors in order to earn and retain their long-term preference and business. (Kotler, 2003 pp. 9).

POLITICAL MARKETING DEVELOPMENT

Wring (1997) stated that the earliest recorded use of the term political marketing was by Stanley Kelley a political scientist in his pioneering study on the increasing influence of professional campaigners in the US politics in 1950s, Kelley wrote: The team relies heavily but not entirely upon their own intuitive feel for providing political marketing conditions. They pride themselves on having good average minds that help them to see things as the average man sees them (Kelley 1956, p.53) as cited from Wring (1997).Initially, political marketing was used more or less interchangeably with propaganda. The purpose of the activity was the same, mass persuasion. The new marketing label reflected a quest for a more neutral term as propaganda being discredited, and partly the historical observation that professionals from the commercial marketing industry, especially advertising, were increasingly involved in political persuasion (Scammel, 1999). The 1960 US presidential election between Nixon and Kennedy marked the evolution of political marketing, in which Kennedy advised by public relations specialists, apparently won the candidates debate on television and lost it on radio. The 1960 debate chronicled by journalist Theodore White in his book The Making of the President entered campaigning mythology as proof of the impact of television and the power of image over substance (Scammel, 1999). Nixons 1968 triumph with the aid of professional advertisers marked the beginning of the real influence of marketing in presidential politics (Newman, 1994 c.f. Scammel, 1999). By the end of 1970s and early 1980s there has been increased reliance on commercial advertisers by the political parties in their campaigns. In UK, Conservative Party hired Saatchi & Saatchi in 1978 conducted research for the communications and campaign strategy, using focus group and in-depth interviews (Lees-Marshment, 2001). In 1985 The American Marketing Association (AMA) redefined marketing to include ideas to the list of products suitable for marketing (Scammel, 1999). This reflected the acceptance of political marketing as a sub-discipline of mainstream marketing and political science by the AMA. Parties may simply stand for what they believe in, or focus on persuading voters to agree with them, or change their behaviour to follow voters opinion (Lees-Marshment, 2001). What is meant by Lees-Marshment is that three orientation focused by political parties i.e. product-oriented, sales-oriented and market-oriented. This is similar to the three-stage development of modern business practice as: production-sales-marketing. It is generally accepted that business practice has moved from a production to sales dominated approach and then to a customer-oriented or marketing focus (c.f. Scammel, 1999). During the first stage of capitalism, business had a production orientation. Business was concern with production, manufacturing, and efficiency issues. By mid 1950s a second stage emerged, the sales orientation stage. Businesss prime concern was to sell what it produced. By the early 1970s a third stage, the marketing orientation stage emerged as business came to realize that consumer needs and wants drove the whole process. Marketing research became important. Business realized it was futile putting a lot of production and sales effort into products that people did not want. Some commentators claim that we are now on the verge of fourth stage, one of a personal marketing orientation. They believe that technology is available today to market to people on an individual basis the economic marketplace. Political campaigns have evolved from a party concept to a marketing concept. Under the party concept, voter mobilization was the most important factor for successful campaigns. Modern campaigns use the marketing concepts and tactics popularized by commercial marketers. The marketing concept focuses on voters wants and needs. The politician then finds (or creates) a part of the campaign platform that conforms with the needs of voters. The parallels between political marketing and commercial marketing are demonstrated on Table 1.

Marketing Table 1. Similarities between Commercial Marketing and Political

Evolution Political Marketing Commercial Marketing

Party Concept An internally driven organization runs by party bosses and centred on the political party. Pre-industrial marketing Products are selected by distributors and delivered to consumers generically. When something sells out, more is ordered.

Product Concept An internally driven organization run by Washington insiders and centred on the candidate. Stresses finding the best possible candidate. Product Concept Sells the quality of the product through the brand. Example: Model T Ford manufactured for quality.

Selling Concept An externally driven organization run by Madison Avenue experts and centred on the candidate. Attempts to create favourable impression of the candidate by the voter. Selling Concept Companies like Procter and Gamble create markets for new products. They begin to experiment with image-based advertising.

Marketing Concept An externally driven organization run by marketing experts and centred on the voter. Polling determines the message sent to the voter. Marketing Concept Companies first identify consumer needs and then develop products to meet those needs.

The erosion of voter loyalty and the decline of political organization strength has led to the professionalization of political parties, and consequently to the strategies and explicit practices of political marketing. Technological drivers, especially in the media arena, are often quoted as being the main reason for the accelerated development of political marketing, however, myriad of other reasons such as: weakening of political cleavage-systems and consequently lower levels of party identification and higher electoral volatility as well as more competitive pressure in the political market through non-electoral competition, less differentiation between political offers, and general professionalization of political management activities had contributed to the development of political marketing activities (c.f. Henneberg, 2004).

POLITICAL MARKETING CHARACTERISTICS

There has been little discussion of the service components of the service product although the concepts of variability, intangibility, heterogeneity and perishability commonly associated with services marketing have been applied in politics (c.f. Baines et al. (2003). By using Gronroos (1984) concepts of technical and functional qualities, Baines et al. (2003) has dissected the anatomy of the political service product in the United Kingdom as illustrated in Figure 3. According to Baines et al. (2003), core political service features comprising constituency representation by a member of parliament at the local level and a voice in government at national level (functional features). Actual political service features is seen to incorporate the policies, values and statements espoused by the party, the politicians themselves, the party manifestos and the partys ability to deliver on its promises (functional and technical features). The augmented political service features can be seen as: party membership where members receive policy newsletters and social function information (both functional and technical features); regulatory information (technical feature) on forthcoming policy (e.g. purchased by companies to aid in lobbying efforts); and party conferences and associated literature (technical and functional features).

. Features of the Political Service (associated benefit to voter/organization)CORE Parliamentary representation (belongingness & social identity). Voice in government (social participation & identity).

ACTUAL Party policies, values & statements (issue informing). The politicians (points of reference for voter). Manifesto commitments and partys ability to deliver on promises (trust and participation)

AUGMENTED Commercial sponsorship and lobbying activity (company and organizational representation). Party conferences (belongingness / policy & values awareness / participation). Party membership & social events (belongingness, participation & social identity).

.

Baines et al., (2003) further explained that parties are important in a representative democracy in providing the nation with guidance and information on current and potential political and economic infrastructure. This benefits the public by Improving social cohesion, democratic participation and citizen belongingness. Keeping the public informed on political issues should reinforce political participation. However the public is subject to artificial censorship, which place limitations on social contact and the time available for paying attention to public affairs. Butler and Collins (1994) had proposed a conceptual framework for political marketing characteristics based on Blois (1974) model. The proposition is that general concepts and theories in marketing require adaptation to suit different specific situations. Political marketing is presented in terms of structural characteristics and process characteristics as portrayed in Table II. This breakdown provides a perspective which facilitates analysis in all constitutional and institutional setting

The Structural and Process Characteristics of Political Marketing Structural Characteristics

The Product Person / party / ideology Loyalty Mutability The Organization Amateurism Negative perception of marketing Dependence on volunteers The Market Ideologically charged Social affirmation The counter-consumer

Process Characteristics

Style versus substance Advertising and communications standards News and media attention Political polls Tactical voting

Butler and Collins (1994) stated that the structural characteristics of political marketing consist of the political product, the political organization and the political market. The political product are divided into three parts: the multi-component (person/party/ideology) as nature of the offer; the significant degree of loyalty involved; and the fact that it is mutable, i.e. it can be changed or transformed in the post-election setting. The multi-component (person/party/ideology) offer is that component cannot be offered separately. These three components i.e. candidate, party organization and its manifesto must complement each other in offering values to the voters. Strong loyalty factor allows parties or candidates a certain degrees of flexibility in shifting policy. Mutability is about the alterable purchase (even in the post-purchase setting) whenever candidate / party that they voted enter into coalitions with other party after the election. Butler & Collins (1994) suggested strategies relating to product characteristics in that market segmentation and positioning must take cognizance of the congruence between the candidate, the party and the message. Strategists should attempt to brand policies and ideas, and build barriers to entry in order to own an important issue. The political organizations tend to maintain the tradition of amateurism; that a negative view of marketing permeates them; and that, because they are hugely dependent on volunteers, control over operations is exceptionally difficult. Butler and Collins (1994) suggested that negative perception of political marketing can be overcome only by showing that marketing orientation is not necessarily unethical or unworkable. As for volunteers, normally they are loyal to candidate or senior figure, it is sensible to target these people influence to aid diffusion of marketing orientation. The political markets are made up of people with resources and the willingness to commit them in an exchange, the electorate constitutes a political market. Of significance to marketing are the following characteristics of the electorate: the process is ideologically charged; the vote is a forceful social affirmation; and there exists in the electorate a counter-consumer (interested in preventing a particular candidate from winning). Butler and Collins (1994) suggested that values, attitudes and perceptions of electorate must be understood in such ideologically charged situation to ensure compatibility between the offer and the core values of supporters. The process characteristics of political marketing amount to the rules of the game, and are concerned with procedures and systems which govern marketing activities. The main issues here are the drift from substance to style in electioneering; the different advertising and communications standards which apply; the political polling phenomenon in recent years; the news media attention paid to the process; and the operations of tactical voting (voters vote for a candidate other than their favorite to defeat their least-favored candidate), analogous to negative purchase.

POLITICAL MARKETING SEGMENTATION AND DIFFERENTIATION

Segmentation, explicitly advocated in the marketing literature in the mid-1950s has been used increasingly as a means of dividing heterogeneous markets into homogeneous groups. Smith (1956) first advocated market segmentation as an alternative marketing strategy to product differentiation in competitive markets, arguing that product differentiation is the preferred strategy when demand converges for product offerings, whereas, market segmentation is the preferred strategy when demand diverges. The political market-place has previously been characterized as highly regulated, and oligopolistic. There are relatively small numbers of parties competing to deliver government services once elected in a process analogous to an exclusive franchise bidding process (c.f. Baines et al., 2003). Firat and Shultz (1997) have stated that there is a need to determine how consumers feel, because this affects who they are (demographics), what they do (lifestyle), what they think (opinions and beliefs) and what they value (attitudes and values). Values have been identified as an important source of choice behaviour particularly in political markets whereas consumer choice may often follow from rejection of disliked alternatives, leaving those not rejected as the preferred option. In political markets, this type of behaviour has been labelled tactical voting (c.f. Baines et al., 2003). Generally service organizations have tended to use demographic and geographic data to segment markets (Palmer, 1994 c.f. Baines et al, 2003). These bases are discussed further under the heading of geodemography, behavioural, and psychographic. Geodemography: this based was used to particularly good effect by the Liberal Democrats in Southwest England during the 1997 British General Election and by Bill Clinton as the basis of his strategy in the 1992 Presidential Election (Shelley and Archer 1994). Behavioural: A common behavioural segmentation base used by political parties is loyalty, determined using canvassing methods to locate key voters. Traditional supporters are contacted in knocking up exercise in the UK, or get-out-the-vote drive in the US. The most frequently identified type of voter in elections is the floating voter. The floating voter can be regarded as individuals with no brand loyalty (Hayes and McAllister 1996). In US they are called split ticket voters (voting Republican for Senate and Democrat for the House of Representatives). These voters would be an ideal category to target since they demonstrate less party loyalty albeit they are difficult to target since they have no specific demographic profile (Kitchens & Powell,1994 c.f. Baines et al., 2003). Hayes and Mc Allister (1996) segment of such base denominated as the late deciders. They argue that this group accounted for 16 percent of the electorate in 1992, and is predominantly female aged between 25 and 34 years of age. Psychographic: Ahmed and Jackson (1979) (c.f. Baines et al., 2003) suggested the use of psychographic to produce different market segments for the Canadian Provincial Elections by measuring respondents attitudes towards welfare. Baines et al., (1999) have suggested that political parties could position themselves on the basis of specific policies since there are significant differences in how different partisan groups identify within a particular partys policies. In their segmentation study during British General Elections 2001, Baines et al., (2003) used the concept of technical service features. Respondents were asked to rate on a four-point scale (i.e. very important, fairly important, not very important and not at all important) the importance of 1) the parties national policies, 2) the parties policies on issues that affect their local area, 3) the values that each party stands for, 4) the quality of their local candidates, and 5) the parties leaders when choosing which party to vote for. This study has provided some indication that technical service features influence voting intention. The study also provides evidence that a product differentiation approach is likely to be more effective than a market segmentation strategy since the technical service features (the product) influence voting intention more than voter characteristics, geodemographics, socio-economics and newspaper readership. Distinct market segment were not found in their study. Albeit market segmentation methods have in the past included geography, demography, behavioral and psychographic techniques, a particular emphasis on sound national policies, values and candidates is considered to be more important in securing more electorates votes. The benefits of voting relate to increased belongingness, social cohesion and democratic participation. A product differentiation approach to strategy based on technical service features with the objective of fulfilling these voting benefits is a more fruitful contribution by marketers than the segmentation of the electorate.Each US election cycle in recent years has beenaccompanied by numerous voices bemoaningthe use of negative political ads. Journalists andpolitical pundits deplore the tone of political advertisements, while political consultants andmedia advisors respond that it works (Kamber,1997).

Studies of negative Political Marketing

Empirical research on the effects of negative political advertising began more than 25 years ago, and this literature has burgeoned since themid-1980s (Lin, 1996). Scholars in this areacome from the fields of political science, communication, psychology, and marketing, reflecting its cross-disciplinary appeal. Methodologies employed have varied as well,and include content and rhetorical analysis, experiments, and surveys. Subjects in the empirical studies have ranged from college students to respondents recruited from the general public, to representative samples of the population. Dependent variables have included recall of the ad, liking of the sponsor and the target of the ad, intention to vote, and cynicism toward the political system. IN response to what was viewed as an excessively negative presidential campaign in1988, journalists began to more systematically evaluate campaign commercials through adwatches,coverage that was devoted to critiquing political advertising according to the accuracy of its claims (Johnson-Carted and Copeland, 1997; West, 1997). A substantial body of research on this subject has also accrued.The purpose of this selective annotated bibliography is to illustrate the types of research that have been undertaken in the past ten years, with primary focus on journal articles because the peer review process is strongest in that context. Thus, excluded from this article are,for instance, convention papers, government documents, doctoral dissertations, chapters in edited books, and articles in the popular press. Even limited in such a manner, the research is too voluminous to be reviewed in its entirety.Instead, it has been categorized into broad themes, and then listed chronologically. Within each category, attempts were made to annotate seminal articles, and then to include, wherever possible, descriptions of work by researchers from different disciplines.Several researchers have published multiple works over the past decade (e.g. Ansolabehereand Iyengar; Kahn; Kaid), and while their research is well represented in this review, in several instances an article by another author, rather than an article on a similar topic by one of these more prolific researchers, is included.In addition, five prominent books on negative political advertising published during the past decade are included in the bibliography. These books review and provide more detailed discussions of many of the themes presented in the articles.Although the bibliographic works focus primarily on the USA, some of the articles also discuss negative political advertising in other countries. Moreover, use of the Internet as a medium for political advertising, in addition tothe more traditional sources of miscommunication, is included. The bibliography begins with a discussion of articles that develop typologies of political advertisements, categorizing them in terms of valence, content, type of appeal, and so on. The next section focuses on articles that explore the effects of negative political ads on the general public. Experimental and survey-based studies are discussed, including several studies that manipulate candidate gender.Special attention is given to articles about the effects of negative political advertising on turnout the so-called demobilizationhypothesis. Then the review turns to studies of media coverage of political advertising, i.e. The effects of ad-watches. Articles that consider the candidate's perspective are discussed next: theoretically when should, and during actual election campaigns when do, candidates ``go negative''?

OBJECTIVES OF THE STUDY 1. Study is to know the interest of people in politics of different age group.2. Study is to know the interest of people of different professions in politics.3. Study is to know the impact of political marketing and advertising through social media on people.4. Study is to know the attitude and perception of people towards politicians and political parties.5. Study is to know the opinion towards negative advertising and impact of negative advertising on people.6. Study is to know the psychology of Indian voters.

SCOPE OF THE STUDIES

This study is conducted in kurukshetra The scope of study is limited to kurukshetra. This project is very significant for banking sector as well as customers. It is a study about the Impact of Political Marketing through Social Media . This study done only on Kurukshetra people to check the impact of Political Marketing. We can further expand in other states also in India.

LITERATURE REVIEW Political marketing is a cross disciplinary field that engages literature and practices in marketing, responsiveness to the political market place, such as by holding a market orientation, by being in touch with citizenry, and by reflecting public preferences. Political marketing is a attitude to politics that inform and prevails throughout an entire organization. Research intelligence is gathered through opinion polling, focus groups, interview, and even role playing is used to inform political communication. Strategy, the political product the overall political brand and tactical decisions such as positioning and opposition research. In theory political marketers design product and services that respond to the needs and requirements, which requires some altruism given that the great public good must be prioritized over a Politians, partys or advocacy group preferences. In practice, this idealism is at odds with the philosophy of political consultants ,who advice their clients about using marketing for their own self advantage. Political consultants provide various kinds of strategic advices and services. Johnson suggest that the top tier of consultants are comprised of strategists and pollsters such as James Carville and karl rove; and at the second tier are specialists such as media buyers and speech writers and at the third tier are vendors of campaign software and literature. He remarks that the export of American political consulting has been least successful to parliamentary systems given the infrequency of elections and strength of political parties whose staff has expertise. Consequently in Canada it believes that there is in sufficient business to support a consultant who does nothing else and so there are only specialist in advertising, public relation and management and media development and production, fund raising and opinion research who periodically get involved in politics. These all are work for lobbying media and opinion research firms and may have previously been employed by political party. They nevertheless fit the definition of a political consultant because they are paid to provide advice and service to candidates and political campaign the one whose salary is paid exclusively by a political party or interest groups are difficult as professional consultant. Perhaps not surprisingly, in international research of political consulting and political marketing such as by passer, there has been little expression of interest in the Canadian case, media consultants have been supplemented by a variety of boutiques consultants as a part of outsourcing trend that is sustained by competition, decaling voluntarism ,interparty collaboration and stable party financing.

FINDINGSMarket intelligence is more than polling on party popularity. At the behest of Canadian political consultants, the monitoring of the leaders image and party and party brand is supplanting attention that is paid to horserace polling numbers. Opinion survey involves more than just dichotomous questions, especially on controversial issues, which entail probing and a seach for qualitative insight derived from focus groups. Opinion research emphasis on extrapolating voters and emotions and motives such as aspiration. It also involves collecting knowledge about which criticism of opponents will resonate with electors. Where fisible, political consultants encourage party personnel to observe focus grops, which can help them understand How unimportant some of the things that they thought were extremely important to average Canadians .The source of research is less narrow than opion polls and focus groups. It include time worn methods such as public consultation which are dominated by interested groups , Feedback from backbench members of parliament and even informal eavesdropping on public coversession Canadian political consultant are also soliciting knowledge about best practices from party professional across Canada , US, UK and Australia they are using technology to engage in operation research such as scrutinizing an incumbent voting records and are monitoring blogs and Wikipedia in the words of one former party strategies

POLITICAL MARKETING AND THE MARKETING CONCEPT

INTRODUCTION

The application of marketing techniques by political parties in their electoral campaigns has been discussed by Butler and Collins (1994); Glick (1967); Kotler (1975); Kotler and Kotle, (1981); Mauser (1983); McGinniss (1969); Nimmo (1970); Newman and Sheth (1985); Smith and Saunders (1990). Examining political processes and electoral behavior from a marketing perspective may offer new insights into the behavior and performance of political parties. OShaughnessy (1990) proposes that research and debate should focus on the marketing orientation of political parties. Significantly research on the actual marketing orientation of political parties is not substantial at this stage and as such this research focuses on this issue by addressing the marketing orientation of a major political party. This paper examines issues related to the marketing concept within a political party in Australia. The issues examined are theexpressed understanding of the marketing concept, attitudes towards it, and influence and applicability of it within this political organization.

The marketing concept and marketings domain

The author accepts normative arguments and theory propositions for the application of marketing in politics and marketings extended domain generally. However, empirical research is needed to determine the extent that the marketing concept has been adopted by political parties and whether they can be said to be marketing oriented. This is the essential test of the generic concept of marketing, and marketings delimited boundaries or domain. We must move beyond theoretical arguments based on unsupported propositions of marketings domain and application to empirical investigations which detail the true domain and extent of the application of marketing. The marketing concept is argued to be a useful philosophy which can be applied to both profit and non-profit organizations (Brownlie and Saren, 1991; Kotler and Zaltman, 1971). One of the earliest expressions of the marketing concept as a general management philosophy was that of Drucker (1954) and since this time there have been many definitions, arguments in favor of and criticisms against the marketing concept (Drucker, 1954; Houston, 1986; Keith, 1960; Levitt, 1960, 1984; Mc Kitterick, 1957; Webster, 1988). Overall the marketing concept holds a position within marketing that sees it widely accepted as a foundation of the discipline (Kotler and Levy, 1969), and argued to be applicable in a wide range of contexts (Kotler, 1972; Kotler, 1986; Kotler and Levy, 1973; Wensley, 1990). Basically the marketing concept holds that the needs of consumers are of primary concern and should be identified, and attempts made to satisfy the identified needs. The marketing concept in commercial terms is based on the premises that all company planning and operations will be customer oriented and the goal is profitable sales volume and that all marketing activities in organizations will be organizationally coordinated. As such the philosophical basis of the marketing concept is that customer want satisfaction is the economic and social justification for an organizations existence. When a political party or candidate applies this concept to the political process, they must be in a position to adapt to and satisfy voters needs (Mauser, 1983; Newman and Sheth, 1987; Reid, 1988). Nimmo (1970) argued that candidates dispense information in order to produce a shift in behavior and maintain voter support. To do this effectively requires a sufficient understanding of the values placed by voters on selected factors or criteria when arriving at a choice (Newman and Sheth, 1987). Houstons (1986) interpretation of the marketing concept provides a linkage between the marketing exchange process and the marketing concept as a means of creating and facilitating effective exchanges. Marketing has been extended to include all organizations and their relationships. Relationships are with any public not just commercial customers and, therefore, include exchanges of value between any social entities (Kotler, 1972). Politics falls within marketings extended domain centrally because an exchange takes place when a voter casts his or her vote for a particular candidate. They are engaged in a transaction and exchange time and support (their vote) for the services the candidate offers after election through better government. Marketing, then, is applicable to political processes as a transaction occurs and is specifically concerned with how transactions are created, stimulated and valued. However Houston (1986) provides a very succinct outline of the marketing concept and one that addresses such criticisms. Arguing that the marketing concept is a managerial prescription relating to the attainment of an entitys goals. For certain, well-defined but restrictive market conditions and for exchange-determined goals which are not product related, the marketing concept is a prescription showing how an entity can achieve these goals most efficiently (Houston, 1986). Essentially, the key task and objective of an organization is to determine the needs, wants and values of its target markets and manage the organization to deliver the consumers desired satisfaction more effectively and efficiently than competitors. This interpretation of the marketing concept dictates an understanding of the market, and it does not suggest that products be designed to satisfy only a markets research-defined demand. Satisfaction of the markets demand is important to the extent which it yields profits. Houston (1986) contended that an organization that has decided to offer a single, undifferentiated offering instead of designing products to suit each perceived market segment, may have arrived at this decision with a thorough understanding of the markets response and the accompanying costs, and is in fact an ideal user of the marketing concept. The marketing concept provides a means of focusing all departments effectively and efficiently towards customer-need satisfaction and creating exchanges at a profit. If a political partys product is developed in relation to (or in consideration of) voters values and needs and the party delivers the proposed product, voter satisfaction should be increased. Voters will have a sense of being part of a politically responsive institution (Newman and Sheth, 1987). The theoretical arguments for examining the incorporation of marketing into politics is the generic concept of marketing (Kotler, 1972; Arndt, 1978; Kotler and Levy, 1969). The generic concept of marketing broadened marketing in two significant ways, by extending it from the private sector into the non-commercial and public sector and by broadening exchange from only economic exchanges to any kind of exchanges (Kotler, 1972; Kotler and Levy, 1969). Marketing thereforeincludes all organizations and their relationships with any public (Bagozzi, 1975; Kotler, 1972). Consistent with these views of broadening marketings domain Kotler and Levy (1969, p. 15) proposed that: the choice facing those who manage non-business organizations is not whether to market or not to market, for no organization can avoid marketing. The choice is whether to do it well or poorly. This is the choice facing political parties. With such choices, to make an important concept within marketing and one that raises fundamental issues for parties, is the marketing concept.

Applying marketing to politics

Shama (1973) believes that many concepts and tools are shared by marketing of goods and services and political marketing. Posner (1992) and Niffenegger (1989) argue that politicians have become likened to consumer products ,complete with marketing strategies and promotion campaigns which enable them to gain market share and increasingly election campaigns are being compared to marketing campaigns (Kotler, 1975; Kotler and Kotler, 1981; Mauser, 1983). It is argued that parties must understand the basic elements of marketing to be successful not only in the short term but also in the long term (Niffenegger, 1989; Reid, 1988). This marketing analogy is more than coincidental as Kotler (1975), Niffenegger (1989) and Shama (1973) believe the very essence of a candidate and political partys interface with the electorate is a marketing one and marketing cannot be avoided. Marketing is not a panacea or cure all, but a process allowing a more effective and efficient method to design and implement political campaigns. Marketing offers political parties the ability to address diverse voter concerns and needs through marketing analyses, planning, implementation and control of political and electoral campaigns. Kotler and Andreasen (1991) propose that the difficulty in transposing marketing into public and non-profit organizations (political parties) is a function of how organization-centered such organizations are as opposed to customer-centre. An organization-centered orientation counters the organizations ability to integrate marketing. Therefore marketing is viewed currently as a marketing mindset of customer-centeredness (Kotler and Andreessen, 1991, p. 42), and is seen in organizations which exhibit: customer centeredness, heavy reliance on research, are biased towards segmentation,define competition broadly, and have strategies using all elements of the marketing mix (Kotler and Andresen, 1991, p. 53). Foxall (1989) and Trustrom (1989) advocate that only a synergistic and purposive application of the sum total of marketing tools and concept is marketing. Further the marketing concept appears to provide the necessary integrating mechanism and that the: implementation of one or indeed all of the marketing functions without adoption of the marketing concept is not marketing. However, having adopted the marketing concept it is not necessary to implement all of the functions, merely those which are appropriate to prevailing circumstances (Trustrom, 1989, p. 48). As such the marketing concept appears to be both a philosophical and practical guide for the management of marketing. However one important point missing from the literature is the diversity of applications or situations the concept can be used in or, more importantly, is used in, especially in relation to politics.

UNDERSTANDING OF THE MARKETING CONCEPT

The depth of understanding of the marketing concept is examined first from the results of the stage 1 interviews. The interview results indicate that those who hold the highest positions within the party and who are responsible for political marketing decision making and management have a minimal understanding of the marketing concept. For example, interviewee 4 expressed a simplistic understanding of the marketing concept, believing that the marketing concept was: essentially finding out what people want and then telling them what they want to get elected. Table II provides a summary assessment of the respondents of stage 1 understands of the marketing concept. In conclusion to the expressed understanding of the philosophy called the marketing concept, six of the seven interviewees expressed no understanding of the term or what it meant. The only interviewee who expressed a minimal understanding of the term was incorrect when compared with those generally expressed in the marketing literature. Interview findings imply that this managerial body within this party does not have any understanding of the marketing concept.

Interviewee attitude towards the marketing concept

During the interviews those respondents that expressed no understanding of the marketing concept were provided with a brief definition and objectives of the marketing concept in order to provide feedback on their attitude to it. The findings from the interviews indicate neither a positive nor a negative attitude towards the marketing concept and its applicability to politics and this political party The findings indicated a belief that the marketing concept may move theparty away from those philosophies which they espouse and as such is viewed negatively for that reason, and that adopting such a philosophy would only work short term. However, some interviewees expressed the view that if this philosophy will get candidates elected, it is good. There is, in the comments from one interviewee, a view that such philosophy would entail: that again it is the flight to the middle ground, telling people what they want to hear to get candidates elected. Another who expressed a mixed attitude towards the marketing concept as a philosophy on which to base or guide political marketing, commented that: I think there is conflict between that approach and politicsyou are not going to govern well. I think probably you have to adapt it a little in that you let them think you are giving them what they want or just tell them what they want to hear, and a fair bit of that goes on. Generally those interviewed in stage 1, when exposed to a definition and objectives of the marketing concept, had a somewhat negative attitude with regard to its suitability and overall use within the party. However, the implication from some interviewees is that if it can be used as a manipulative tool or will aid in winning elections then it would be viewed more positively.

Analysis of marketing concept dimensions/adequacy and influence survey Results

Marketing concept dimensions and adequacy of the marketing concept were addressed through the questionnaire administered in stage 2. This stage provides an indication of the level of support for such a concept within this party.

RESEARCH METHODOLOGY

As this research primarily focused on Impact of Political Marketing through Social Media on people a qualitative research approach has been selected. This approach provide basis to explore complex issues involved in research. Political marketing is a complex issue. In depth a questionnaire is designed and has been used to collect the important and required information for the purpose of research. In research we use convent sampling method for collecting the primary data.SAMPLE SIZE :- A sample of 200 respondents is to be taken for this study. Respondents of this study are students, serviceman, businessman, and others. The eligibility of respondents for this study and for filling this questionnaire is he/she has to know about political marketing and have knowledge about political advertisements on social media.

TYPE OF RESEARCH

Descriptive Research:Descriptive research is typically concerned with determining the frequency with which something occurs or the relationship between two variables. The descriptive study is typically guided by an initial hypothesis. An investigation of trends in the consumption of soft drinks with respect to characteristics such as age, gender, and geographic location would be descriptive study. Descriptive research - Descriptive research aims at describing something. Data collected through descriptive research provides valuable information about the unit under study.

Descriptive research is further classified into: Cross sectional research- It is one time study involving data collection at a single period of time. Here the sample is not repeated for again and again for the data collection.Longitudinal research- Longitudinal research involves the repetition of the same sample for the data collection over a period of time.Experimental research - Experimental research is also known as causal research and it allows one to make causal inferences about relationships among variables.

The Value Of Information

Information can be useful, but what determines its real value to theThe ability and willingness to act on the information. The accuracy of the information. The level of indecisiveness the world exists without the Information. The amount of variation in the possible results. The level of risk aversion. The reduction of competitors to any decision improved by the Information. The cost of information in terms of time and money.

DATA Collection Methods

Primary data: - Primary data are to be collected by the researcher, they are not present in reports or journals etc and can be collected through a number of method which can be classified as followQuestionnaires.Secondary data: - Secondary data are the data collected for some purpose other than the research situation; such data are available from the sources such as books, , journals, internet etc . The secondary data are readily available and therefore they are less costly and less time consuming. Sources of secondary data areInternets, .Book, Journals, and Research work of others.Methodology used for the study

The methodology used in the study is descriptive. A survey was done in different parts of Telecom Sector in Haryana to ascertain the facts about the soft drink brand under PepsiCo and its sale process, promotion as well as its availability in the market. This project is mainly based on the primary data and information beside this secondary data is also used.

Sampling method adopted - Sampling method adopted for the study was Non Probability sampling. Non Probability sampling is a subjective procedure in which the probability of selection for the population units cannot be determinedBoth convenience and judgment sampling is used for the study purpose.

Convenience sampling: - Here the researcher convenience forms the basis for selecting a sample unit. During my project I had collected data from the respondents present near by the outlets.

BIBLOGRAPHYRESEARCH PAPERS Political marketing and the marketing concept (Aron oCass) Department of marketing and management, University of New England, Armidale NSW, Australia. Canadian political consultants perspective about political marketing (Jennifer lees-marshment university of Auckland and Alex Maryland (Memorial University of Newfoundland). Political Marketing vs Commercial Marketing Something in Common for Gains (Che Supian Mohammad nor, Muhammad Hasmi Abu Hassan Asaari, Noorliza Karia, Mahmud Sabri Haron University Sains Malaysia). Studies of Negative Political Advertising (Karen A. Hartman is a social science librarian, Roscoe L West Library, The college of New Jersey, Ewing, New jersey, USA.

ANALYSIS & INTERPRETATION

1. Impact of political marketing through social media on male and female ?

t-Test: Two-Sample Assuming Equal Variances

MALEFEMALE

Mean3.2918093.330157

Variance0.1523430.114398

Observations15344

Pooled Variance0.143976

Hypothesized Mean Difference0

df195

t Stat-0.5908

P(T