BARBOSA, J. N. S.; BARBOSA, Jusiele Naiara Souza.
Resumen:
Political marketing is of great importance in the mandate of a politician, being a key element in building a good image, having a set of techniques and strategies to disseminate and promote ideas and actions. In view of this, the following question was defined as the central problem of this research: What actions, strategies and instruments of political marketing were used by the councilors of the municipality of Serra Branca-PB in the 2020 election and in their term until July 2022 and their implications for your political image? The general objective of the study was to analyze the methods of political marketing used by councilors of Serra Branca-PB in the 2020 elections and the perceptions of councilors in the period after the elections. The specific objectives are: Explore concepts and definitions of political and electoral marketing; identify the political marketing actions, strategies and instruments used by councilors in the 2020 elections and in their term of office; to describe the actions that are successful in the political marketing of the councilors under study. Regarding the methodological procedures, it can be concluded that it is a descriptive scientific research of a qualitative nature, being carried out a case study, having a bibliographic survey through books and scientific articles. The method used for data collection was the application of a questionnaire with the 09 (nine) councilors. Thus, the survey results showed that no councilor has a planning team. Even so, councilors use political marketing methods in their mandate and most believe in the contribution that these methods can provide.
