Analýza komunální volební kampaně politické strany

Abstract

The bachelor thesis is focused on the analysis of the municipal election campaign of the Civic Democratic Party. It contains five main parts. These sections describe and evaluate the municipal election campaign which took place in autumn 2010. The first part deals with the general characteristics of the party and describes the promotion of municipal elections in Ostrava. The following part covers the theoretical bases of political marketing. I describe the differences between marketing in the consumer market and political marketing. I also focus on (the) marketing-oriented political campaigns and their influence on the final form of the election campaign. The third part is devoted to research methodology. I chose a qualitative method of marketing research, the focus group. The interview was held with representatives of (the) ODS politicians, the Young Conservatives and voters from Ostrava. As a complement to the group interview I used the semantic differential. The next part analyzes and interprets the results of the group discussion and semantic differential. It describes the attitudes of informants towards the municipal election campaign. In the last section I use the outputs of the research and interpret the suggestions and recommendations for the Civic Democratic Party. The aim was to develop proposals and recommendations that will benefit the future formation of election campaigns, so that the Civic Democratic Party can focus its promotion on the final voters better.