The Effect of Political Marketing Tools on the Behavior of Voters in Iran's 11th Presidential Election (Case Study: the Attitudes of Citizens of Mashhad City)

Abstract

Marketing science has earned a special status among industrialists and academic circles over the past few decades. Scientific marketing has entered into business arena for a long time. Moreover, in the last three decades, we have seen that marketing science has entered to politics affairs which have its own proponents and opponents. Political marketing is a well-known phenomenon in western liberal democracies and has many similarities with free market economic system, so we can consider political marketing as a very complicated business which competition is the most important factor in this field like commercial market. The aim of this study is to investigate impact of political marketing tools on the behavior of voters and their priorities in the eleventh Iranian Presidential Elections. The statistical population included people living in Mashhad city which 384 persons selected randomly. The results showed that TV Ads, comparative advertising ,Network Advertising, finding someone's fault, automated messages, pre-election campaigning, and using celebritieshave a significant impact on voters' behavior. However, there was not significant relationship between fake polls, destructive promotional plans, video imaging and voters' behavior.