Valenzuela Velastegui, Erika Alexandra: Political Marketing and Electoral Campaigns

The present research was carried out with the aim of conducting an analysis of the sectional electoral process in the city of Ibarra, with the objective of knowing the political marketing strategies used by Andrea Scacco in the 2019 election campaign. The methodological approach of the present research is qualitative of interpretative character. The selection of this approach seeks to meet the objectives set out in this research, the data collection was done with the use of two tools, interviews with key actors and content analysis of a political spot used during the campaign, which allowed to know the areas,