Megna Vinod Nathani Primary Author mixed material bibliography Jakarta LSPR 2022 en English

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The 2020 Seychelles General elections saw the victory of the opposition party in over 40 years.This thesis aims to explore the marketing strategies implemented by the then opposition, now government-Linyon Demokratik Seselwaand how effective the marketing strategies were in persuading people to vote in their favour. The thesis implements a qualitative approach to the study and uses the case study method. It analyses the elements that were incorporated by LDS to maximise their reach and connect better with their citizens. The findings leveragethe rhetoric to understand how the communications are formed by the party through the inclusion of the three main rhetoric elements; ethos, pathos,and logos. External factors such as competition between parties and past trauma within the community is also touched upon. Findings of this thesis are that the usage and maximisation of political marketing techniques and the implementation of multiple channels boosted the awareness of LDS. Marketing channels implemented include traditional marketing strategies such door to door campaigning as well as digital media such as Facebook, WhatsApp and YouTube to spread their message. Additionally, their popularity stemmed from being constantly available as well as their ability to build a genuine connection with their constituents. thesis 2022 Marketing Communication Management Megna Vinod Nathani Rendro Dhani, Ph.D NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.370.044.22 S200462SP Hanya Tersedia Softcopy. S2.MCM.370.044.22 sampul_skripsi.jpg.jpg 7005 2023-01-27 15:19:14 2023-07-03 11:24:19 machine generated