POLITICAL CAMPAIGN STRATEGIES OF THE PHEU THAI PARTY, PALANGPRACHARATH PARTY AND FUTURE FORWARD PARTY IN THE 2019 GENERAL ELECTION

Abstract

This research article aimed to study and analyze the political campaign strategies and strategies of the Pheu Thai Party. Palang Pracharat Party and the Future Forward Party used in the 2019 general election campaign using qualitative research methods. Document study and in-depth interviews with key informants Analyzed content and drew inductive conclusions.

The results of the research were found that all three parties had used marketing models to determine strategies and strategies for campaigning for elections, namely dividing voter groups into first-time voters, labor groups, and gender diverse groups. The positioning of the applicant used the same person’s characteristics. Popular people of the area and new people interested in politics and people who have a good political image and are popular with voters The 4 Ps marketing plan used by all 3 parties (P1) The product is policy, candidates, and prime minister candidates (P2). The driving factor was the use of network channels, canvassers, and going to the speech area. and party activities in the area (P3). The attracting factor was the image of the party candidate. and prime minister candidates and various branches of mass media (P4) Popularity survey was using the evaluation from the polling office as a base for evaluating the popularity and number of visitors to the applicant’s page. and parties that carried out various activities during the election campaign.