การศึกษาเปรียบเทียบกลยุทธ์การรณรงค์หาเสียงเลือกตั้งผู้ว่าราชการกรุงเทพมหานคร ของนายสมัคร สุนทรเวช กับ นางสุดารัตน์ เกยุราพันธุ์ ปี พ.ศ. 2543 / ชมพูนุท สุขศรีมั่งมี = A comparative study of Mr. Samak Sundaravej's and Mrs. Sudarat Keyuraphan's campaign strategies in the 2000 Bangkok governor election / Chompunoot Suksrimankmee
This thesis is aimed to study marketing strategy applied in the election campaign of the candidates by analyzing the concept of political marketing in order to explain the election campaign , to study news reports related to the candidates during the election campaign from 4 newspapers, namely Matichon, Thairath, Dailynews and Prachachart Business and to study the explanation and definitions given to the election result. The study found that the marketing campaign has been conducted during the election campaign in a form of product positioning where the candidate is referred as a product and the Voter as a consumer. Among various techniques used are marketing survey, target research to be target market, direct distribution and indirect distribution. New forms of media tools including the poll are conducted to get information about the public opinion so that the election strategy will be adjusted accordingly. Another media tool is in the form of news reports related to the candidates. It is found that Matichon newspaper has reported the news related to the candidates the most. After that is Daily News, Thairath and Prachachart Business respectively. Regarding the explanation of the election result, it is found that two definitions are given; one is that the people voted for Mr. Samak because of the inner factor of Mr. Samak himself and another is the outer factor that the people do not want the other candidates to win the election.
