O uso do marketing como estratégia eleitoral: os instrumentos utilizados pelos vereadores da cidade de Sumé – PB no pleito eleitoral de 2016.

Abstract

Electoral marketing is currently essential to electoral processes and can be a determining factor for an electoral campaign to be successful at the end of the election. The central problem of this study is what is the perception of city councilmen elected in the 2016 election in the city of Sumé, Paraíba, about the use of marketing in their electoral campaign? The general objective was to understand the vision that the current councilors of the city of Sumé in Paraíba have regarding the importance of electoral marketing for the victory in their election. Specific objectives include: identifying the importance and possible gains of using marketing in the election period for candidates; describe the electoral marketing strategies used by the councilmen of Sumé, in Paraíba, in 2016 election campaign; to suggest improvements in the electoral marketing of candidates for city councilors for favorable results in elections. Methodologically, this work presents characteristics of a descriptive-exploratory, applied, qualitative and quantitative study. As a result, it was verified that the current councilors of the city of Sumé made use of some instruments that electoral marketing has, but not all of them. It’s concluded that the councilors understand the importance of the electoral marketing in electoral disputes, but don’t make use of their full potential due to lack of information about the subject.