• ANKITA SINHA
• AMRUTA MARATHE
• POOJA DARDA

Political marketing plays a significant role in changing era of information, revolution and democratic resurgence. The primary function of political marketing is communication and news management. Appropriate communication strategy used by political parties’ results into effective branding & positioning in electorates. For political marketing above the line strategy is used to target the mass through various communication channels such as television, newspaper, radio, and various digital platforms. Advertising of political parties plays a major role in brand building of political parties and their candidates during elections. Strategy for political marketing differs according to the segment of society. Parties not just market themselves to win elections but also for sustainability of their party in long run. Political parties’ works as a business firm and want returns on their investment made. In this research paper we will describe about various political parties existing in India, their functions, process and strategies and medium used to promote themselves as a successful party, and how their marketing strategies changes according to the changing era. The various medium used by parties to communicate with electorates.

political marketing, marketing campaigns, integrated marketing communication tools, functions, process, electorates, and elections in India.

"ADVERTISING AND MARKETING STRATERGY OF INDIAN POLITICAL PARTIES DURING ELECTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.61-67, June 2019, Available :http://www.jetir.org/papers/JETIR1908315.pdf

"ADVERTISING AND MARKETING STRATERGY OF INDIAN POLITICAL PARTIES DURING ELECTION", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp61-67, June 2019, Available at : http://www.jetir.org/papers/JETIR1908315.pdf