Search

Copyright of Revista Cientifica Visión de Futuro is the property of Revista Cientifica Vision de Futuro and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

With the arrival of electoral fights characterized by a high competition, political marketing has been consolidated as the main tool of the political communication in the development of the electoral processes in Mexico. Under protection of its mediatic impact, marketing has become engraved in the imaginary of the political actors like a resource of high Weld. In this study, sustained in the analysis of the historical tendency of the voting, in the soundings of electoral preference and the advertising strategy executed b the candidates to deputies for District 10 of Jalisco, in the federal elections of 2003, the author contributes to elements of reflection, as well as sufficient empirical evidence, that contribute to the debate on the electoral yield of political marketing. [ABSTRACT FROM AUTHOR]