The 2017 Election Campaign in Ecuador. An Analysis from the Perspective of Sensory Marketing

Abstract:

The present work aims to analyze the application of Sensory Marketing strategies that were worked by eight binomial candidates for the presidency and vice presidency during the election campaign of the first round in the elections held in Ecuador on February 19, 2017. With the research team made up of Pamela Vargas and Daniela Gallo, all the information about the subject was investigated and analyzed in order to conclude, within the political field, how the various proposals and actions carried out during the electoral campaign period its impact on voters from a sensory point of view. In an objective and technical way, it was studied how each candidate decided to apply strategies that were perceived by the voters through their senses, generating during this period remembrance or forgetfulness, acceptance or rejection, empathy or antipathy and in most cases, a vote. The structure and approach of this article is …

Año de publicación:

2017

Keywords:

Fuente:

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