Election campaign strategy. Development of an advertising strategy for an election campaign - abstract Demographic and geographical characteristics of target groups

election campaign political strategic

Strategic planning of election campaigns is based on the general principles of applying appropriate techniques, but has its own characteristics.

For clarity, we will further describe approaches to strategic planning for an individual candidate, for example, for a single-mandate constituency during elections to a representative body of government or for a region during elections to the position of head of his administration. Similar approaches with appropriate adjustments to the described methods can be applied to election campaigns of other types.

The most important reason for the defeat of political parties, movements and candidates in elections is the lack of strategic planning of the election campaign or its poor implementation. The practice of elections in recent years shows that the lack of strategy does not allow a political party, movement, or candidate to become leaders of the election campaign. The lack of strategic planning or its poor implementation usually leads to the fact that the candidate’s campaign is only able to more or less successfully respond to the actions of competitors, but is not able to impose on them its strategy, its game, its will. In this situation, a candidate can become the leader of the election campaign, much less win, only by chance.

The development of an election campaign strategy and its direction must be accompanied by the development of scenarios for the implementation of this strategy.

The election campaign strategy must be professionally developed and recorded in the form of an official document. If such a document is not prepared, then the understanding of the strategy among the leaders and organizers of the election campaign can vary greatly and lead to constant disputes and tensions within the candidate's team.

Contents of developing an election campaign strategy

The development of a strategy begins with diagnosing the district (for the electoral association, the presidential candidate - the economic and socio-political situation of the country), surveying public opinion, analyzing the structure of the electorate and identifying target groups, its weaknesses and strengths, studying rivals, identifying a complete list of resources that The electoral association has, in general, the collection and realistic analysis of factors that may influence the voting process. Based on this data, the image of the party (candidate), formalized goals and concepts of the campaign are developed, a strategy is developed, and tactics are selected. The development of a strategy ends with the planning process, that is, the translation of theoretical developments into a specific action plan. In a simplified way, the task facing analysts and image makers of electoral associations can be represented as follows: to find out how voters see their elected representatives, to develop an appropriate image of their leaders, electoral associations and a methodology for introducing it into the minds of voters.

Let's take a closer look at each component necessary to develop an election campaign strategy.

1. Diagnosis of the electoral district.

The development of an election campaign strategy begins with a realistic analysis of the main factors that can influence the outcome of the election: the state of the economy, the mood of voters, their traditional preferences, and the political forces operating in the district. The relative importance of each factor is assessed, the degree of negative or positive impact on the course of the election campaign is determined, and the plan of election activities is adapted to the real conditions of the district.

The main components of diagnosis are:

Structure of the electoral district: geography, main production characteristics, demography, statistics;

Analysis of the structure and preferences of the electorate, highlighting “target” groups of potential supporters and opponents of the candidate, methods of working with various social strata;

Socio-economic diagnostics of regions, highlighting the main and root problems that determine the well-being and mood of voters. Good diagnostics allows you to build an electoral map of the regions with a description of the main problems facing the residents of each specific city, town, enterprise, block of houses (this data is used to draw up the candidate’s program and speech); - diagnostics of political and other forces and influences that may influence the outcome of the vote with a description of methods of interaction with them in the direction necessary for the candidate;

Description of the regional mentality, traditions, behavioral stereotypes and thinking of regional residents with recommendations for taking this mentality into account when developing the language of political communication;

Competitor analysis;

Analysis of the mood of the elite, including the executive branch and ways of influencing it;

Analysis of the most informative points in the regions (places, persons, data banks) to obtain information during the election campaign;

Conclusions on the image of a politician for whom the majority of the population could vote;

Analysis of voters' opinions on assessing the popularity of their candidate and recommendations for adjusting the image;

Mainstream media, their political coloring and popularity ratings.

The diagnostic results of the district are presented in the form of an electoral map of the regions, where the administrative map should show the main socio-demographic and professional groups of the population, the most pressing problems, political preferences and expectations of voters in a given territory by region, district, and city.

2. Public opinion survey, analysis of the structure of the electorate and identification of target groups.

In addition to the necessary differentiation of voters according to various socio-demographic, professional, economic, ethnic, territorial, psychological and other groups with similar motives for voting behavior, target groups are also identified; the entire campaign machine will be aimed at attracting them to vote for “their” candidate . Determining target groups is a search for an answer to the question for whom and how the election campaign will be conducted. A poorly directed campaign can end in complete failure, even in an initially good election situation. There are two reasons why it is necessary to identify a specific “target group” of voters: to avoid diffusion of the electoral concept and to save campaign funds. As a party or candidate tries to reach a wider audience, the concept of that party or candidate becomes more diffuse and less meaningful to each of the individual parts of that audience.

The task facing the electoral association (candidate) in the process of determining the “target group” of voters is to direct the efforts of the election campaign to that circle of voters who are capable of bringing exactly the number of votes that was planned. Saving resources is no less a serious reason for searching for a “target group”. If a constituency (candidate) extends its campaign efforts to all voters in the district, then campaign resources are wasted on those who will not vote for him under any circumstances.

Analysis of the structure of the electorate is a study in which the population is divided into groups based on the similarity of voting motives and preferences of one or another electoral association (candidate) to others, after which it is determined for which of the identified groups the concept of an election campaign may be most effective. The analysis is carried out according to such characteristics as: age, occupation, education, nationality, mixed groups.

3. Analysis of your strengths and weaknesses, study of competitors.

When analyzing your strengths and weaknesses, as when studying your competitors, you fill out the same questionnaire. After filling out the questionnaire, they try to highlight the features and details of the biography that characterize the candidate in a favorable light. Information about opponents begins to accumulate at the time of nomination or during the congress of the electoral association. Information about rivals, their programs and actions is updated and expanded until the elections. Sections that require assessments of any qualities of an opponent can be filled out separately by several people who know him for subsequent synthesis of assessments. A dossier compiled according to these parameters makes it possible to significantly predict the actions and statements of rivals and find out their vulnerabilities.

4. Identification of a complete list of resources that the electoral association has.

Usually they talk only about financial, time, power and human resources, and in this area they are limited to considering those resources that lie on the surface. We can agree that these resources are the main ones, but in reality the list of resources is much larger:

Finance;

Information;

Executive power structures;

Natural conditions;

Historical connections, analogies;

Influence on the media;

Interpersonal relations with the elite;

Economic situation;

Ethnic groups of the population;

Material resources available in the sphere of influence (electoral association) of the candidate;

Political parties, movements are allies;

Features of the regional mentality of residents;

Friends of the party leaders, candidate and team;

Family and relatives;

Personal image of the candidate;

Election commissions;

Regional and local organizational structures of parties;

Personal experience and knowledge;

Relations with the federal center and regional heads;

Regional infrastructure;

Social and economic program of the candidate;

Ideological platform of the candidate;

Professional cadre of activists;

Intelligence and knowledge of political technologies;

Trust of residents, etc.

One of the most important resources of an election campaign is time. In general, the earlier a candidate or party begins a propaganda campaign, the better. A short campaign usually requires more financial investment than one that develops over a fairly long period of time. Success or defeat in elections sometimes depends on how fully the resources of an election campaign are identified and effectively used.

5. Image development.

Assessing the candidate’s personal qualities and diagnosing ideas about him, prevailing among residents is the basis for making decisions on the formation or adjustment of the candidate’s image. At this stage, the question of the degree of personal participation of the candidate in the advertising campaign is decided. If a candidate’s appearance and communication skills allow him to “score points” in personal communication with voters or speaking on television and radio, then this is one of the most important resources of the campaign. If the candidate does not have such qualities, then image makers come into play, forming the necessary image of the candidate and promoting it through information channels, primarily the media. In the practice of political consulting, this is called mediatization of the candidate.

The “image” of a candidate formed in this way often has nothing to do with the real personal qualities of the politician.

The voter deals only with the artificially created image of the politician, and not with himself. When a candidate speaks live before an audience, the audience, first of all, evaluates: the appearance of the speaker, the degree of expression of masculine or, respectively, feminine qualities, expressiveness of behavior (facial expressions, gestures), confidence, conviction in what he says, professional oratorical qualities (tempo and clarity of speech, looseness, oratorical techniques) and only then the content of the speech. Language plays a big role in developing a positive image of a leader. The word can be used by a leader as an operational means of influence, as a means of changing public opinion on any specific political issue. A good speech itself, regardless of who gives it, can have a big impact on the electorate. A speech successfully composed and delivered by a good speaker before the public, in which he shares his plans for the future, a project supporting this or that course, has a beneficial effect on the politically unformed minds of the electorate, and consequently on its political rating. The very fact of speaking can bring certain dividends to the leader. Most often this happens when the political leader already has popularity and significant personal power. Any repeated presentation of even a new leader forces one to treat him more positively.

Thus, speaking is, of course, very important, but what exactly to say (on the topic of the day) is much more important. If a candidate says what the electorate wants to hear, then his ratings grow quickly; if he has good diction, clearly, clearly, and easily explains, then he is guaranteed success.

In addition to these qualities, audiences respond to charismatic personality traits that make them believe and feel inspired when interacting with the speaker. Forming the image of a politician is a complex process; the more talented and bright the politician’s personality, the less he needs “editing”. Many elements are involved in the formation of a politician’s image: the candidate’s personality and biography, his individual “legend”, political platform, electoral program, composition of the support team, the text of the candidate’s main speech, etc.

Most modern, including regional, campaigns begin and develop with the help of advertising. Candidates and the organizers of their election campaigns have at their disposal a large number of various means and techniques with the help of which an advertising campaign is carried out. We can talk about brochures, newsletters, questionnaires, letters, billboards, posters, stickers, matchboxes, badges, advertising in newspapers and magazines and, of course, on television and radio. This list can be endless. Campaign organizers are using virtually every technology and innovation that can more effectively convey their message to voters.

At the very beginning of the campaign, its organizers should develop a plan for all advertising activities, which can be an integral part of the tactical plan. It is according to it that funds will have to be distributed and time and advertising space in the media purchased.

Visual propaganda and souvenirs The concept of visual propaganda, which is also called graphic, usually includes signs, posters, plaques, billboards, banners, stickers, badges, etc. Its effectiveness is especially great when:

It is necessary to achieve recognition and popularity of the candidate’s name;

It is required to very quickly create a certain idea about the candidate.

If these tasks are included in the list of strategic or tactical goals of the campaign, then you need to think through options for using it. Typically, visual campaigning uses only a few words, usually the name or motto of the candidate, the main idea of the campaign.

The small cost of visual campaigning is often justified by a significant improvement in the mood and performance of campaign staff and volunteers. If the work of placing visual materials is done correctly, it will make voters believe in the capabilities and strengths of the candidate.

The use of television in election campaigns. With the development of information technology, television plays an increasingly important role in the campaign campaign.

During elections, television is used for: placement of hidden political advertising, televised debates, televised addresses, participation in talk shows. In all countries where there are state channels, the ruling parties have most favored nation treatment on them.

There are several aspects of conducting an election advertising campaign using the media that must be taken into account:

c) all modern media provide only an excellent opportunity to convey the images and ideas of candidates to the electorate, and the frequency of a candidate’s appearance in the media is not an end in itself.

7. Developing a financial plan for the campaign The organizers of the election campaign are primarily concerned with the question of ways to raise funds for its implementation. To do this, it is necessary to determine the structure of the campaign budget, the expenses that should be included in the estimate:

- to purchase “information space” in the media;

For the publication of election materials);

To organize rallies, meetings of voters;

For postage;

To pay for the services of external experts and consultants and the work of the candidate’s own team;

For rent for headquarters premises, security, transport;

For travel of the candidate and his representatives around the district;

To conduct charity events;

On specific procedures for working with the electorate, etc. The list of expenses should be as detailed as possible so that it does not appear that there are not enough funds for any important activities. The law requires keeping records of both all receipts into the election fund and the expenditure of its funds. Therefore, it is extremely important to prepare a thorough accounting of receipts and expenses on a form that can be obtained from the county election office.

The concept of “election campaign strategy”

technologies” E. Malkin and E. Suchkov1, two parts: a strategy that answers the question of what needs to be conveyed to voters so that they vote for a given candidate, and tactics that determines in what form this should be done.

Based on this distinction, practical activities in organizing and conducting an election campaign are carried out. Accordingly, the electoral technologies used can be divided into technologies of a strategic and tactical nature.
The terms “strategy” and “tactics” in relation to an election campaign are defined differently in the literature on electoral issues. In accordance with a widely held point of view, strategy should be understood as a set of goals and objectives of any type of activity, and tactics should be understood as a set of ways to achieve goals and solve problems. This interpretation of strategy and tactics is generally comparable to the election campaign. However, in our opinion, it is not instrumental enough. Suppose two candidates are participating in the election and the goal of each is victory. How, in this case, will the strategies of their election campaigns be radically different? If we consider strategy as a meaningful component of the campaign, then such differences will appear.
So, the strategy of an election campaign is its content component, on which the organization and conduct of the entire campaign is built.
The basis of the strategy is the image, or image, of the candidate (party), which is the core of the information impact exerted on voters. The choice of the main parameters of this image will determine the essence of the election campaign strategy.
As part of the implementation of the election campaign strategy, a number of technologies are used, the main one of which is the technology of image formation. But since electoral technologies belong to the group of marketing-type technologies, the formation of an image is preceded by the study of voters’ preferences. However, one should start not even with a study of the electoral market, but with the goals of the campaign.
Determining the goals of the election campaign

various activities are based on an accurate understanding of what needs to be achieved. The goal of a campaign is not always to win elections. For example, the participation of the LDPR candidate O. Malyshkin in the 2004 presidential elections can be considered as an illustration of the saying “the main thing is not victory, the main thing is participation.” Especially considering that among his rivals was Russian President V. Putin, who had a much higher popularity rating. The goals of the election campaign can be such as entering the political community, strengthening fame in anticipation of future elections, or expanding the number of supporters.
This component of the campaign is of particular importance. If all subsequent events are the work of various specialists, then the goal of the campaign is determined by the candidate himself. True, the political technologist must determine how achievable this goal is and what investments it will require.
Electoral market research
After determining the campaign goal, they begin market research, i.e. electoral district. A fundamental characteristic of the marketing approach to organizing and conducting an election campaign is that any actions within its framework must be based on reliable data. The study of the electoral market involves: collecting quantitative information - statistical indicators of the socio-economic and political situation in the district and in the region, the number of possible supporters and their social group characteristics, information about rivals, the dynamics of the distribution of votes in previous elections, etc.; collection of quality information - identifying problems that concern citizens and their hierarchy; determining the degree of trust in the candidate and his competitors; identifying the parameters of the image of the “ideal” politician, as well as the electoral preferences of citizens, etc.
The entire necessary amount of information can be obtained by various methods, including by analyzing statistical data, conducting surveys, focus groups, conducting observations, using content analysis, etc.
Market segmentation technology

individuals who differ in their beliefs, value orientations, preferences, interests, etc. It is absolutely clear that the same qualities of a candidate cannot be equally attractive to everyone at once. A candidate, as the old saying goes, “isn’t enough money to please everyone.” The various qualities of a candidate for a position of power may appeal to one group of people, but do not at all fit into the ideas about a politician of another group. Therefore, based on the information received, market segmentation is carried out, i.e. identifying groups of voters (segments) that behave similarly in relation to the “product”, i.e. candidate or political party.
This technology uses various segmentation criteria and their combinations. Depending on the degree of interest in relation to the candidate, the following groups can be distinguished: firm supporters - the candidate can always count on their support; unsteady supporters - they sympathize with the candidate, but refrain from taking active steps in his support; indifferent citizens - do not have a clearly defined political position and do not show certain sympathy for any political forces, demonstrating an indifferent attitude towards politics in general; negatively-minded citizens - those who are disillusioned with politics and do not see a single worthy political force; unsteady opponents - they sympathize with another candidate, but their preferences cannot be considered stable; strong opponents - actively support another candidate and are strongly opposed to everyone else. extra supporters are those whose support weakens the candidate’s position or even discredits him.
The task of political technologists is to keep the first two groups in their field of influence, win over the third and fourth, and neutralize those who belong to the remaining groups. Particularly important from the point of view of achieving the desired result are those groups that have not made a choice. As the famous French political technologist J. Seguela noted, “elections are won in a no-man’s land, by persuading more voters than the opponent managed”1.

The segmentation procedure is carried out according to other criteria: demographic (young and elderly, women and men); professional (military personnel, teachers, entrepreneurs, etc.); territorial-settlement (urban and rural residents, residents of large and small cities); income level (rich, middle class, poor); position in the political spectrum (supporters of the left, center, right), etc.
Positioning technology
Next, the campaign organizers need to identify those groups that will be influenced in the future and determine what parameters the image of the candidate (political party) offered to these groups will have. This technology is called positioning.
The significance of this technology is enhanced by the fact that the candidate’s available resources (time, financial, intellectual, organizational) are always limited. Therefore, it is necessary to conduct a campaign that will give the best cost-benefit ratio. And to do this, you need to decide where to direct your main efforts, i.e. identify those market segments (target groups) that will receive priority attention. Taking this into account, F. Gould, a consultant to the British Labor Party, noted:
We all make the mistake of trying to appeal to everyone. But the essence of successful political strategy is making choices, and often tough choices. It is necessary to recognize that you cannot address your political appeal to everyone - you will have to choose. This, of course, does not mean that you should completely exclude from your consideration those who are not part of your chosen group; it’s just that those who are part of it must be given priority attention.
When positioning, you should also think about which of the potential competitors may target the same market segments, and in this regard, evaluate your own competitiveness.
Image formation technology
All previous activities allow us to move on to the implementation of image formation technology, which, as noted above, is the axis of the entire campaign strategy.
Image is a specially created image of a candidate (political party). Increased attention to image is due to the fact that, just as in economics, in politics the demand for a product is determined not only by its objective characteristics, but also by its subjective perception, a set of properties that attract the “buyer”. Therefore, in the structure of a candidate’s image, appearance, biography, demeanor, oratory and organizational skills, the candidate’s immediate circle (family and associates), etc. are of particular importance.
When forming a candidate's image, it is necessary to take into account the preferences of the groups of voters selected for influence.
To a certain extent, the candidate’s image corresponds to its object and at the same time idealizes it, either exaggerating winning features or endowing it with additional ones, while focusing on the expectations of those for whom it is intended. It is important that the gap between the real person and his political image is minimal. You can’t play someone else’s role for a long time. And you can be natural only by feeling at ease.
There are different typologies of possible images of candidates. As an example, we can cite the following types of political images, which were proposed by the French political scientist P.-J. Schwarzenberg: “the savior of the Fatherland” - such a politician is especially in demand during difficult, fateful periods in the history of the state. In the West, examples of politicians of this type can be D. Eisenhower and C. de Rolla, the “father of the nation” - an authoritarian leader, a father-tsar who is strict but fair with his subjects. This image can be considered typical of M. Thatcher, a “charming leader” - smiling, relaxed, dynamic, trying not so much to convince of the correctness of his ideas as to please. In the West, political leaders of this type began to dominate since the 1960s, starting with the victory in the US presidential elections of J. Kennedy, the “in-law” - an unremarkable person who, by the will of fate, found himself on the political Olympus. Among

Western political leaders often include J. Carter among these.
The particular importance of a candidate’s image for the success of an election campaign can be illustrated by an example from American electoral practice. In the 1992 presidential elections in the United States, the struggle for victory unfolded, as usual, between candidates from two parties: G. Bush Sr. from the Republicans and B. Clinton from the Democrats. American political culture is characterized by the presence of fairly stable groups of voters who vote exclusively in accordance with the party affiliation of candidates. However, in addition to these groups, there are wavers in whose hands the fate of the campaign may lie. The challenge is, as noted above, to attract their sympathy. B. Clinton, demonstrating the image of a “charming leader,” conducted the campaign energetically and brightly, personifying youth and drive. George Bush Sr., on the contrary, looked tired. In addition, B. Clinton managed to focus attention on the fact that for 12 years America was led by very elderly leaders. As a result, the Americans voted for the charming intellectual B. Clinton, who personified the very spirit of renewal and freshness in the political atmosphere.
Let us emphasize once again: the key position of the technology of image formation in an election campaign is determined by the fact that the image is the main idea of the campaign and all subsequent events, the implementation of which relates to the tactics of the election campaign, must be subordinated to its disclosure.

Introduction

Advertising strategy occupies an important place during the development of an election campaign; it represents a special area of advertising activity. Political advertising, through which an advertising strategy is developed, becomes most relevant during the pre-election period - the time when the issue of power is being decided. This situation is characterized by the appearance of a huge number of political advertising texts, the purpose of which is to influence the consciousness and behavior of voters during elections.

The relevance of this topic is determined by the fact that most modern election campaigns are developed with the help of advertising. Candidates and election organizers have at their disposal a large number of various means and techniques with which political advertising is carried out.

Developing a strategy and tactics for an advertising campaign is one of the most important components of the entire electoral process as a whole.

The question of the importance of advertising strategy and political advertising for the election campaign was raised by both Western (F. Gould, W. Wells, W. Bove, F. Arens) and domestic scientists (G. E. Grinberg, S. F. Lisovsky, Egorova -Gantman E.V., Pleshakov K.V.). The study of the texts of these authors was carried out under the influence of the traditions of communicative text studies, which received comprehension and justification in many works of the listed authors.

This work is an analysis of theoretical material regarding the development of an advertising strategy for an election campaign and political advertising, its mechanisms and influence on the formation of voter choice.

As part of this work, it is necessary to consider the development of political advertising in Russia, what level it has reached today, what features are most pronounced, and, most importantly, what political advertising is in practice.

The purpose of this work is to study the main directions of development of an election campaign.

The goal identified the following tasks:

Consider the concept and main resources of electoral strategy;

Study the types of electoral strategy;

Show the practice of using political advertising in regional election campaigns.

The object of the work is an election campaign, which examines the influence of political advertising on voters.

The subject of the work is the types of election campaign strategies.

Chapter 1. Theoretical aspects of the analysis of electoral strategies

Concept and principles of developing an electoral strategy

Strategic planning – putting forward possible strategies (how exactly you need to act to achieve your goals); choosing a working strategy (which strategy is best and why); decision to develop a strategy.

No election campaign can do without developing its own specific strategy.

Strategy is the key to success or failure. As one prominent political consultant, F. Gould, admits: “We all make the mistake of trying to appeal to everyone. But the essence of successful political strategy is making choices, and often tough choices. It is necessary to recognize that you cannot address your political appeal to everyone - you will have to choose” 1.

Whether the chosen election campaign strategy was correct can most often be said only after the elections.

An election strategy is a set of information topics, the content of which will be disclosed throughout the entire election campaign 2 .

Planning of any PR campaign must be correlated with strategic planning of PR – the activities of the organization (party, association) as a whole.

The strategic plan should answer the following questions:

1. What exactly does a political organization, party, or association strive for? (Purpose of the program).

2. Who exactly should you reach? (The target audience).

3. What exactly should you achieve with each type of audience? (Tasks).

In PR practice, goals and objectives are formalized in a written document, copies of which are distributed among all employees involved in the implementation of this program. During the implementation of the program, tasks may change depending on conditions, and each change must be communicated to the working group. A statement of goals and objectives is the basis for developing an election campaign strategy. Another document widely used in the practice of planning PR campaigns is the so-called “scenario” of planning, which is a list of forecasts of the most likely scenarios for the development of events, “future states” 1.

Forecasting of various options is undertaken so that, guided by them, it is possible to develop an appropriate strategy for the most possible path of development of the initial situation.

Campaign strategy is the answer to the question of how to attract the attention of voters and convince them to vote for the desired candidate. When developing it, you need to take into account the following:

1. Strategy is a concept or set of concepts;

2. The optimal strategy is one that, when implemented, will enable the candidate to achieve success;

3. The strategy brings together all the elements of the campaign 2.

The strategy depends on the target groups and their possible motives for voting for a given candidate.

It is necessary to identify the strengths and weaknesses of the election campaign. To do this, it is necessary to objectively assess the advantages and disadvantages of one’s own election campaign, conduct a comparative analysis of candidates taking into account the political situation, and draw up a draft version of the principles of the opponents’ proposed campaign strategy 3 .

There are the following principles for developing an election campaign strategy.

1. Resource - this principle requires a clear definition of the support of which electoral forces in the district a candidate can count on. Sometimes this principle is enough to formulate a winning strategy. If the electoral field is not large enough, one has to resort to creating a coalition that only partially supports the candidate.

2. Image - a principle that requires the creation of a certain contrast within the framework of the election campaign that will most favorably emphasize its best sides.

2.1. Creating a bright contrast. In most campaigns, it is necessary to create a strong contrast between the candidate and his opponent. In this case, you should try to use the largest number of characteristics: differences in professionalism, life experience, success, appearance, physical condition, age;

2.2. Emphasizing ideological difference. This principle is similar to the previous one, but refers to the contrast in the candidates' beliefs, their views, their programs;

2.3. Formation of a positive image. It is necessary to create a positive image for the candidate. This work should begin before the campaign begins. In this case, it is necessary to rely on the results of sociological research, take into account the characteristics of the district and the existing situation;

2.4. Creating a negative image. Often candidates have well-known and popular opponents. In this case, it can be effective to create a negative image of the opponent or to form a positive image of one leader against the backdrop of creating a negative image of the enemy.

3. Communicative principle - finding a simple emotional topic. In most election campaigns, especially local ones, it makes sense to use one simple but powerful emotional theme. Typically, such a topic may be the main issue that worries residents of a given constituency.

4. Organizational principle - this principle is associated with working with voters, attracting as many volunteers as possible.

5. The principle of demoralizing the opponent. Sometimes it is possible to use money with high and clearly visible efficiency and thereby morally defeat your opponent. The purpose of such events is to make the opponent lose faith in his victory 1 .

When forming a campaign strategy, you can rely on one of the principles or use them in combination.

§1.2. Types of electoral strategy

When developing an election campaign strategy, you must be guided by the following types of strategies:

1. Strategy for expanding electoral segments. Applies to already established political figures. Consists:

Taking advantage of competitors' weaknesses;

In directly attracting new supporters and luring them away;

In expanding the political platform.

2. Development strategy. The policy is used to modernize the program on already conquered segments and is based on scientific research work to improve the internal and external components of the image and platform.

At this stage, the policy is repositioned.

3. Strategy for conquering new social groups. It consists of spreading the existing image to new segments of the electorate. Based on sociological research, competition studies and resulting analysis of specifics.

4. Diversification strategy. As a rule, it is used by stable parties and associations.

One of the famous political strategists Dakhin A.V. gives his classification of types of electoral strategies 1:

1. Aggressive virtual mobilizing strategy. The main thing about it is that it is based on ignorance, on political ignorance and illiteracy of voters. Its direct goal is strictly tied to voting day and is to induce the voter to vote in a certain way by any means of information manipulation. This strategy is designed for instant mobilization of voters, and not for long-term consolidation of citizens. The aggressiveness and skill of such a strategy actually creates for some time a certain “trusting” attitude towards the candidate, which, however, can evaporate in a matter of days. The voter understands that he is left “out of his depth,” but the authors of information mobilization are no longer interested in this. As a side effect, a relationship of alienation between the voter (who feels deceived) and the authorities is formed.

The fact that this particular strategy is dominant in Russia is eloquently demonstrated by an analysis of ten years of practice in organizing the information component of elections (and elections, as we know, are the calling card of a new, democratic Russia).

Among the features of a virtual mobilizing strategy, it is necessary to mention such as virtualization and devaluation of social values. Democracy, patriotism, market economy, openness of power, etc. - all these social values are cultivated only as virtual effects, that is, only in the form of images living on the surface of newspapers and television screens. Few journalists become living carriers of them.

2. Strategy of “imposing an image.” The point is that for the viewer what he sees exists; and he believes in what exists; he will give his voice to what he believes in. “They see it, which means they will vote for it” - this is roughly how one can express the idea of the propaganda impact of this technique. From the point of view of social psychology, this phenomenon is similar to what in psychology is called “obsessive images” or “obsessive ideas.” Political advertising does not shun precisely this practice – the creation of intrusive images 1 .

A variety of genres of information products, in particular “news” and “television debates”, become tools for creating an imposed image. For example, “news” is increasingly adapting to being a tool for the formation of imposed images. Due to this:

1. News releases are broadcast several times a day;

2. Announcements of news releases are broadcast several times a day;

3. In all these cases, the same information is transmitted.

Such “news” do not aim to introduce the listener to new information, but to establish in his mind a certain image of an event, person or circumstance. This strategy gradually leads to monotony, the destruction of the cultural layer of society, to the destruction of its depth and the social solidarity that stands on it, “knowing and understanding” social communication.

The consequence of more than ten years of dominance of the said strategy in Russia is that both the “carriers” of political advertising (actors-demonstrators, commentators, journalists) and the politicians who resort to this are convinced of the virtuality of the social values and ideas listed above. strategies and, in the intervals between elections, making real politics 1.

There are many approaches to determining the types of electoral strategies.

You can also distinguish such types of strategy as: planned and implemented.

1. A planned strategy is a strategy that is developed immediately before the election campaign.

2. The strategy being implemented is the one that is implemented during the election campaign.

That is, the first is rather a theory, and the second type of strategy can be called practice. Logically, the strategy being implemented is modified due to unexpected circumstances that arose during the implementation of the intended strategy. Indeed, this is usually what happens. But still this does not always happen. In the real world, we may encounter unforeseen circumstances that completely change our plans. A new strategy emerges that implements an unplanned behavior pattern.

3. An unplanned strategy is one that arises when completely unforeseen circumstances arise.

In practice, it is rare to find perfectly thought-out strategies, as well as exclusively new strategies. These models are rather ideal types, which, as we know, are extremely rare in reality. Most often, therefore, in real life there are implemented strategies that are based on the intended 1.

2.1. Development of an advertising campaign strategy and plan

Most modern election campaigns are developed with the help of advertising.

At the very beginning of the election campaign, it is necessary to develop a plan for all advertising activities, which can become an integral part of the tactical plan. It is according to it that funds will have to be distributed and time and advertising space in the media purchased. Of course, situations may arise when a campaign is forced to deviate from its plan. However, such plans are made as early as possible and tried to be adhered to throughout the campaign, making changes as necessary.

It is difficult to overestimate the benefits of advance planning. Decisions made in the early stages of a campaign are usually more rational and cool-headed, generally more objective, and based on verified facts rather than assumptions. If decisions are made in the midst of a fight, in pursuit of current events, then they turn out to be less thoughtful, cost more and are less likely to lead to success 1 .

Whatever the situation may arise, early planning of an advertising campaign allows you to make the most efficient use of available resources and opportunities. When planning, keep the following factors in mind:

1. Comparative cost of various types of advertising;

2. Comparative candidate and volunteer time required to use different types of advertising;

3. The ability of the media to reach specific groups of voters;

The following forms of advertising are usually used in election campaigns: speeches of the candidate and trusted representatives in front of a “live” audience, visual campaigning, leaflet campaign, direct mail, telephone calls, street advertising, souvenirs, advertising in print, radio and television, campaign “door to door”, etc. 1

1. Visual propaganda and souvenirs - the concept of visual propaganda, which is also called graphic, usually includes signs, posters, plaques, billboards, banners, stickers, badges, etc. Its effectiveness is especially great when:

1.1. It is necessary to achieve recognition and popularity of the candidate’s name;

1.2. It is required to very quickly create a certain idea about the candidate.

Visual campaigning is very important to maintain the spirit and enthusiasm of a candidate's supporters. If campaign materials are distributed at events, rallies, etc., they will inspire activists and campaign staff and create a connection between the candidate and his supporters.

If the work of placing visual materials is done correctly, it will make voters believe in the capabilities and strengths of the candidate.

2. Mailing - this type of political advertising, which is often called “direct mail”, is the distribution of campaign materials addressed to a specific voter 1, allowing you to be specific in your appeal to each voter. A candidate can present their views in three or four pages, which allows for an extended conversation.

An effective mail campaign requires, above all, carefully verified voter lists. If organizers use these lists from the very beginning, then they know who the head of the family in the apartment is, how old he is, how many children he has, what he does and what problems he considers the most important. This kind of information is absolutely essential to crafting a personal letter that can make a favorable impression on the voter. There is no need to send such a letter to every voter. It is necessary that one gets into the family or at least one stairwell. Neighbors will exchange opinions, and the necessary information will be conveyed to residents.

It should be remembered that competitors can also use campaigning through letters. In this case, it is necessary to carefully check the moment of their direction so that the propaganda effect is not extinguished by the letters of rivals 2 .

The potential for using a mail campaign at the regional and local level is quite high.

3. The “door to door” strategy is a targeted visit to voters in their place of residence by campaign activists, if possible, by the candidate.

A possible scheme for conducting such a campaign could be as follows: 1. The campaign begins approximately a month before voting day and is carried out in two stages. At the first stage, campaigners visit each apartment and hand voters advertising materials, the main one of which is a leaflet with a tear-off coupon. On this ballot, the voter is invited to add his wishes or indicate his support for the candidate’s election platform; it also contains the address and name of the voter.

At the second stage, a repeat round is carried out on the eve of voting of those voters who filled out the tear-off slip. They are given a personalized letter from the candidate thanking them for their support and promising to take into account the suggestions made about their activities.

4. Advertising in the media - the media include the press, radio, television, mass directories, film and sound recording, video recording. In recent decades, mass communications have undergone significant changes due to the spread of satellite communications, cable television, electronic text communication systems (video - screen and cable texts), as well as individual means of storing and printing information (cassettes, floppy disks, disks, printers).

There are several aspects of conducting an election advertising campaign using the media that must be taken into account:

3.3. All modern media provide only an opportunity to convey the images and ideas of candidates to the electorate, and the frequency of a candidate’s appearance in the media is not an end in itself.

Advertising in the media in most campaigns performs the main propaganda and agitation function. Such advertising at the regional level also cannot be replaced by anything. Unfortunately, advertising in the media is very expensive, so you need to carefully choose the directions and timing of its use. It is necessary to purchase TV time and newspaper pages as early as possible.

Before planning, you need to determine the popularity and audience reach of the media in the region, and find the most competent and effective approaches to media workers. After all, any advertisement, for example, on TV, can go unnoticed or become anti-advertising if it is presented in the appropriate environment and design. The high cost of projects working with the media requires organizers to constantly monitor the development, placement, and exposure of advertising in the media.

5. Cruising strategy - this technique is most suitable for those candidates who are clearly in the lead from the very beginning of the campaign and who need to maintain their positions throughout the election campaign. This strategy assumes that the advertising campaign will be carried out smoothly, evenly, at the same pace, throughout the entire time.

This strategy can be combined with a fast ending strategy, which means that the amount of advertising time increases sharply in the last week of the campaign. All this allows the popular candidate to be visible throughout the campaign, to run it smoothly and confidently, and to end the campaign on a decisive and victorious note.

6.Strategy of a breakthrough (breakthrough) - this technique is used by those candidates who are not widely known at the beginning of the election campaign. The strategy is to make a push early in the campaign, months before the election. To do this, a large amount of advertising time is purchased for one or two weeks on central and large regional TV and radio, many newspaper publications are ordered, and a large number of booklets, posters, stickers, badges, calendars and other visual advertising materials are distributed.

The main point of such an early breakthrough is to achieve mass recognition of the name and image of the candidate and gain his authority as a worthy contender for an elected position.

In this case, the maximum expenditure of all resources occurs at the very beginning of the campaign, in order to significantly reduce or completely stop advertising activities for a long period. At this time, the main emphasis may be on intensifying efforts to raise funds to replenish the campaign budget and create new advertising materials.

The main point of this strategy is that the candidate should look as good as possible during the initial and final stages of the election campaign.

7. Fast Finish Strategy - The basic idea behind this strategy is that some candidates start their campaigns smoothly, steadily and slowly with the goal of picking up the pace in the final stretch, hoping to win at the finish line.

In this case, advertising time is purchased shortly before the end of the campaign. The main costs in this case for all items occur at the end of the campaign. Starting the countdown from Election Day, the organizers of such campaigns plan to fill the last week before the elections with their advertising most heavily. As a result, voters may experience a very slow start to the campaign, only to be bombarded with a barrage of advertising in the latter stages of the campaign.

Various variations of this election campaign strategy are used in most cases. Each candidate wants to achieve the greatest degree of effectiveness of their advertising and minimize costs. Sometimes this is easier to achieve if you massively immerse voters in your advertising in the last days of the election marathon.

8. Big event strategy - this strategy is designed to attract the attention of journalists who will cover the candidate's election campaign for free in the media. In this case, there are savings in financial resources and energy.

This strategy is based on several major events (political actions, special projects, etc.) that are carried out throughout the campaign. During these actions, you can organize press conferences with statements exposing rivals, loud appeals, television shows, and public debates with opponents.

Using this strategy, a candidate usually buys the largest amount of advertising time shortly before scheduled political events that should attract the interest of journalists from various media outlets. His advertising should reinforce the thoughts and positions he expresses at press conferences and during speeches and debates. If you use famous personalities in your election campaign, you need to take care of publishing and distributing advertising materials that would emphasize the candidate’s connection with this person, with his authority and popularity.

Politicians who use this strategy usually save a major event for the final stages of the election marathon and thus combine this technique with a breakthrough strategy, which involves holding a large, memorable and colorful event at the very beginning of the campaign.

9. The “comb” strategy is based on a series of spurts and relatively calm stages throughout the entire campaign, with a gradual increase in the overall intensity of advertising activity towards the end.

The main idea of the strategy is based on the theory that the process of adapting a candidate’s image in the region occurs unevenly, in stages.

Peaks and declines in interest in a particular politician constantly alternate. A long period of high intensity propaganda campaigns leads to a drop in interest, then rejection or indifference of voters to the candidate. Therefore, intensive advertising phases should be short enough so as not to irritate voters, but also frequent enough so that the voter does not forget the politician and treat him as an old acquaintance.

The purpose of this campaign is to give other candidates the opportunity to fight among themselves, while remaining in the shadows for the time being, making short-term forays so that rivals do not have time to start a counter-propaganda campaign 1 .

2.2. Concept, types of political advertising and methods of its application in election campaigns

Political advertising is a process of informational influence on citizens, carried out in a competitive environment with the aim of influencing their attitudes towards the proposed political product (policy, parties, governments, programs, etc.) 1.

The subject of political advertising is the advertiser (political organization or figure), the object is the participants in the political process, making one or another choice, determining for themselves what political orientation to adhere to (in each specific case they constitute a specific target group 2.

To successfully develop an election campaign, it is necessary to most accurately determine what type of political advertising will be involved in the election campaign.

One of the most popular and effective types of advertising influence on the electorate is visual (direct) political advertising.

1. Political poster is a large-format advertising work, the main symbolic means of which is an image (photo of a candidate, graphic symbols, drawing, caricature), containing a minimum of verbal information in the form of a slogan and / appeal 4.

In a political poster, the verbal component is a slogan, an appeal, an expression of public sympathy or antipathy. The effect of the advertising charge is designed for a long time and repeated use.

There are a number of requirements for a political poster:

1.1.The poster should amaze. The color scheme of the poster should intrigue and arouse curiosity. However, it is worth remembering that if a politician must relieve people's feelings of anxiety and induce calm, blue and yellow colors, which cause emotional tension, cannot be combined;

1.2.The composition of the poster should be clear, clear, and schematic. One of the most important conditions for the persuasiveness of a poster is its dynamism. The movement and action inherent in the poster can be expressed both directly and manifested in switching the gaze from one element to another;

1.3.It is important to remember to maintain balance. Inside the frame, the weights of the elements between the horizontal and vertical axes must be equalized. A symmetrical image is considered to be well balanced;

1.4.The poster must be quickly readable. The idea is presented briefly, telegraphically, succinctly;

1.5.The poster must be publicly available. Firstly, this concerns its placement - in those public places where the maximum number of people will see it. Secondly, the poster must be understandable;

1.6. The poster must indicate the source of information: the candidate’s support committee, the candidate’s data.

Emotional methods of influence in a poster significantly prevail over rational ones, thanks to this advertising information is quickly and effectively introduced into the mind, the candidate’s appearance is easily remembered and recognized, and stands out from the general background of political persons.

2. A political poster plays the same role as a poster, but is smaller in size and can contain more text.

3. Political leaflet - a one-sided or two-sided printed publication, characterized by predominantly verbal content and used for the purpose of effectively promptly informing the audience about ongoing events (rally, action), calling for a specific action or conveying to voters the main provisions of the programs of parties or candidates 1.

A political leaflet is a powerful tool for influencing voters. According to sociological surveys, more than 50% of voters become familiar with the main ideas of candidates' election platforms from leaflets posted or received by mail. With the help of a leaflet campaign alone, a completely unknown candidate can receive up to 5% of the votes 2 .

Two months before the start of the 1996 presidential elections. According to the principle of mailing “to every door”, 21 million copies of leaflets were sent throughout Russia.

A quantitative and qualitative analysis of leaflets that appeared during the 1996 election campaign showed that all candidates running for the presidency used political leaflets as a means of addressing voters. This could be seen especially clearly in presidential candidate B.N. Yeltsin 3 . (Appendix 2).

Leaflet campaigns can be effective in conditions of regional elections, in situations of lack of access to the media, and in case of lack of funds.

In the parliamentary elections of 1995. The Communist Party of the Russian Federation distributed 13 million throughout Russia. 158 thousand election leaflets calling for people to vote for the Communist Party. The use of leaflets turned out to be especially effective in those regions of the country where the Communist Party of the Russian Federation did not have access to television and radio 4 (Appendix 1).

Main channels for distributing leaflets:

1. Posting in public places;

2. Distribution by campaigners directly to voters in stores, on the street to everyone passing by;

3. Distribution of leaflets at pickets;

In modern political campaigns there are leaflets of an image nature (presentation, biographical, business card), informational (invitations, leaflets, memos), problematic (programmatic), discreditable, supportive, as well as copies of newspaper publications and leaflets of the last day.

Image leaflets are designed to create and consolidate a favorable image of the candidate among voters. Similar leaflets are distributed throughout the election campaign.

A presentation leaflet introduces the voter to the candidate. It contains brief biographical information, the main provisions of the program and a photograph of the candidate. The candidate's name is written in very large font. Such a leaflet can not only be handed out, but also posted on the street.

The biographical leaflet must contain a biography of the candidate, as well as a brief abstract of his program.

A “business card” is a leaflet the size of a postcard. It contains the following information: last name, first name, patronymic of the candidate; his photograph; the candidate's slogan, which succinctly and clearly expresses his main idea; a short biography indicating the candidate’s qualifications and competence. A type of business card is the official letterhead of a current deputy, which can serve as a pass for a personal meeting with a deputy or a form for the text of a voter’s complaint.

Information leaflets are designed to remind about the candidate. For this, various informational reasons can be used. For example, you can report the end of the collection of signatures in favor of a candidate.

The last day's leaflets contain a direct call to vote for the candidate for whom they are urging people to vote. On the reverse side there may be a calendar or some other useful information.

The program leaflet serves to familiarize a wide range of voters with the candidate’s program. It should be released two to three weeks before the election, when voters become interested in the candidates. It is necessary to highlight sections of the program. It is advisable to put the candidate’s signature after the text.

As a variant of a program leaflet, one can consider a problem leaflet, which concentrates on an issue that concerns voters. It is structured so that when discussing a problem, an image of the candidate is formed; it can be accompanied by photographs, testimonies of opinion leaders (for example, have a form of appeal signed by opinion leaders) 1 .

An example is a leaflet issued during the 1996 presidential elections. on behalf of the Union of Landowners of Russia, the Association of Peasant Farms, the Peasant Party of Russia, the Union of Land Users of Russia. The leaflet explained the decree “On the implementation of the constitutional rights of citizens to land,” signed by the president before the start of the election campaign. In an intelligible form, the audience was offered answers to pressing questions regarding the operation of the new law, such as: who has the right to a land share, what a peasant has the right to do with his land, how to avoid deception and defend his rights to a land share, the legal aspects of possible transactions with a new form of ownership - leasing, rent, sale, inheritance, donation 1.

A leaflet of a supportive type is designed to reinforce the candidate’s image with the testimony of authoritative people. These may include opinion leaders, officials, or groups of people. Leaflets with appeals from “great” and popular people can be evenly distributed over the two remaining weeks before the election, with the most popular being distributed 3-5 days before the election.

In a series of leaflets by G. Yavlinsky during the 1996 presidential elections. It was asked to guess the name of a married man no older than 50 years old, with a higher economic education, experience in public administration, knowledge of foreign languages and no habits harmful to the country, who were required for the position of president. Prizes were awarded for the correct answer: the main prize was a normal life for everyone and the incentive prize was a personal annual message from the president. To receive a prize, it was proposed to send a tear-off coupon to the address: Moscow, the Kremlin, to the President of the Russian Federation - and provide your address. Throughout the campaign, leaflets were distributed with empty boxes, behind which the surname Yavlinsky could be guessed; by the time of the elections, the leaflet appeared with the surname, biography of the candidate and testimonies of both the leaders of the Public Committee “Yavlinsky - President of Russia” and volunteer activists from among ordinary citizens 2 .

A political booklet is a publication printed on one sheet and folded with parallel folds in the form of a booklet. For a political booklet, the preferred format is a standard sheet of paper folded in half. This allows you to both send the booklet by mail and distribute it to voters. It is advisable to emphasize the details of the candidate’s biography and show that he has sufficient qualifications to achieve the desired changes.

The text should be in large font; variety of fonts should be avoided, as this distracts attention and makes it difficult to understand. For the same reason, large amounts of text cannot be typed in capital letters - this is only permissible for individual words 1.

Brochures “Results of the candidate’s activities in office...”, “Programs”, and in general materials containing a large array of text, do not make sense to be distributed on the streets or placed in mailboxes. It’s better – at meetings and with voters – those who are really interested in the candidate’s proposals and background come there. For meetings with voters, rallies, and street distribution, booklets are ideal, provided that when folded they are small in size 2.

In the 1999 parliamentary campaign. The Union of Right Forces released brochures made in the same style, characterizing the leaders of the party “This serious Nemtsov”, “Sergei Kiriyenko. Man against the system." “Our time cannot be stopped” (about E. Gaidar) and the programmatic “Right Manifesto”, which, in addition to the program, outlined the values of the party, an analysis of the current situation, a “vision” of Russia, an assessment of the work done and mistakes made 3.

Conclusion

In the course of the work done, it was possible to achieve the main goal - the main directions of development of the election campaign were studied.

Thus, we can summarize that in order to attract and retain attention, the advertising strategy must be carefully planned, it must be richer from an artistic point of view, it must better inform voters. Only then will the advertising strategy increase the success of the election campaign.

To successfully develop an advertising strategy, it is necessary to conduct detailed studies of the political space (legislative, political, demographic and economic situations, the system of power, the balance of power in the political arena, in the economic sphere, etc.). The state of this space and situational changes largely determine the direction of voters’ actions. To achieve maximum effectiveness of political advertising communication, special attention should be paid to studying public opinion, needs, motivations and preferences of voters, and identifying target audiences.

When creating effective advertising projects, great attention must be paid to what overall message needs to be conveyed to voters, i.e. planning the strategy and main idea of the advertising message. The statements on which the appeal strategy is based should be simple and accessible, emphasizing the benefits that the advertiser would like to emphasize.

Political advertising plays a significant role in the election situation. It is able to integrate the influence of various factors influencing electoral behavior, organize this influence and subordinate it to the electoral strategy of a given party or candidate. Political advertising acts as a kind of vector that brings together possible behavioral reactions of the electorate and gives them the only right direction that can bring success in elections.

Political advertising shapes our understanding of candidates, parties, and the attitude of voters towards them; it is a significant addition to all other propaganda aspects. Political advertising is a factor without which not a single election campaign in which successful results are planned is possible.

List of sources and literature

2. Bugrimenko A. G., Manukhina S. Yu. Political advertising as a means of political influence. M., 2000.

3. Egorova-Gantman E. V., K. V. Pleshakov K. V. Political advertising. M., 2002

4.Gould. F. Strategic planning of the election campaign // Polis. 1993. No. 4.

5. Grinberg G.E. Political technologies: PR and advertising. M., 2005.

6. Dakhin. A.V. Greenhouse effect - 2: Anthropological trace of advertising and information hygiene // Free Thought - 21st century. 2003. No. 9.

7. Evdokimov. V. A. Specifics of the media’s use of advertising (counter-advertising) for the purpose of politicizing social conflict // Bulletin of Tomsk State University. 2007. No. 295.

8. Zhmyrikov A.N. How to win elections. Obninsk, 1995.

9. Ilyasov F.N. Political marketing. The art and science of winning elections. M., 2000.

12. Nathanson.L. The effectiveness of the election campaign // Political marketing. 2004. No. 2.

15. Skripkina Zh.B. Electoral systems and technologies. M., 2006.

16. Soloviev A.I. Political communications. M., 2004.

17. Soloviev A.I. Political science: political theory, political technologies. M., 2000.

18. Orlov. D. A. Fading technologies // New time. 1999. No. 40.

19. Poluektov V.V. Field and manipulative technologies. - M., 2003.

Applications

Annex 1

Sample election leaflet of the Communist Party of the Russian Federation (1995).

Appendix 2

Sample of election leaflet of presidential candidate B. N. Yeltsin (1996).

Appendix 3

Sample of election leaflet of presidential candidate V.V. Putin (2000).

1 Gould. F. Strategic planning of the election campaign // Polis. 1993. No. 4. P.136.

2 Soloviev A.I. Political science: political theory, political technologies. M., 2000. P.324.

2 Zhmyrikov A.N. How to win elections. Obninsk, 1995. P.324.

1 Poluektov V.V. Field and manipulative technologies. M., 2003. P.25.

technologies" E. Malkin and E. Suchkov, two parts: strategy, which answers the question What it is necessary to convey to voters so that they vote for this candidate, and tactics, defining in what form do it. Based on this distinction, practical activities in organizing and conducting an election campaign are carried out. Accordingly, the electoral technologies used can be divided into technologies strategic And tactical character.

The terms “strategy” and “tactics” in relation to an election campaign are defined differently in the literature on electoral issues. In accordance with a widely held point of view, strategy should be understood as a set of goals and objectives of any type of activity, and tactics should be understood as a set of ways to achieve goals and solve problems. This interpretation of strategy and tactics is generally comparable to the election campaign. However, in our opinion, it is not instrumental enough. Suppose two candidates are participating in the election and the goal of each is victory. How, in this case, will the strategies of their election campaigns be radically different? If we consider strategy as a meaningful component of the campaign, then such differences will appear.

So, the election campaign strategy is her meaningful the component on which the organization and conduct of the entire campaign is built.

The basis of the strategy constitutes the image, or image, of the candidate (party), which is the core of the information impact exerted on voters. The choice of the main parameters of this image will determine the essence of the election campaign strategy.

As part of the implementation of the election campaign strategy, a number of technologies are used, the main one of which is the technology of image formation. But since electoral technologies belong to the group of marketing-type technologies, the formation of an image is preceded by the study of voters’ preferences. However, one should start not even with a study of the electoral market, but with the goals of the campaign.

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Contents of developing an election campaign strategy

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