Spójność i wiarygodność oferty politycznej jak o zmienne wyjaśniające efekt kampanii wyborczej w 2001 roku

Abstrakt

The article shows the results of research conducted by the author. The research was based on data collected from 1997 to 2001 and during the election campaign in 2001. The goal of the research was to werify following hypothesis: H1: An election campaign can influence the natural support of a political party. H2: There is a connection between a marketing cohesion of a political offer and a result of election campaign. H3: Influence of cohesion of political offer on a campaign results is determinated by a credibility of the offer. Analysis conducted in the article support the accuracy of hypothesis H1 and H3 and conditional accuracy of the hypothesy H2 such a result is very important to a political marketing. It shows that a political marketing should be based on a long-term strategy which includes election campaign period as well as a period between elections. Whats more that means that the marketing strategy tools shouldn't be reduced only to a narrow-meaning communication or advertising