Strategy of Media Management in Political Marketing

DOI

10.2991/assehr.k.200818.065How to use a DOI?

Keywords

social media, local election, pull marketing, political marketing

Abstract

Pull marketing strategy is one approach that is widely used in election. This approach emphasizes the use of media in process of distributing political messages to public. This study aims to describe pull marketing strategy of Anies and Sandiaga candidates in Governor and election in DKI Jakarta province. This research uses descriptive qualitative method by using in-depth interviews and documents. The research findings show that candidates use various media potentials particularly of social media to get voters. All lines of media, especially social media, are used to attract attention of voters. The candidate pair also uses influencers in expanding outreach.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nur R Tri Hastuti
AU  - Faisal A T Muhammad
PY  - 2020
DA  - 2020/08/19
TI  - Strategy of Media Management in Political Marketing
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 282
EP  - 285
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.065
DO  - 10.2991/assehr.k.200818.065
ID  - TriHastuti2020
ER  -