Resumen

ACEVES GONZALEZ, Francisco de Jesús. Marketing político y rentabilidad electoral: el caso del Distrito 10 de Jalisco en las elecciones federales de 2003. Comun. soc [online]. 2005, n.4, pp.39-66. ISSN 0188-252X.

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 yield. 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 by 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.

Palabras llave : political marketing; electoral process; political communication; political campaign.

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