The primary aim of political warfare is to win votes, by building preference and shaping perception. The challenge of preference building has to be accomplished in a short period of time. This is not classic marketing warfare; marshalling the 4Ps. Marketing in politics is more about the 4Cs: cause, constituency, comparative advertising and celebrity endorsements.
Cause is the start point: what does the party stand for? Why does this party exist? What does the PM candidate stand for? There are many causes on offer: secular, development, safety, jobs, prices, pride, honesty and governance. This election will see multiple voter segments.
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