Hanneberg’s Functions of Political Marketin

Candidates’ characteristics play a vital role in voter’s decision making process (Popkin, 1994;
Sniderman, 1991). Top Leadership’s profile is especially crucial for the success of political parties.
Charismatic leadership can prove to be a differential advantage and a decisive factor for the success of
a political party especially in political cultures characterizing low political socialization. In Pakistan,
Zulfiqar Ali Bhutto led his party to the highest peaks by using the charisma of his personality and
focusing on voters’ preferences. He gave a manifesto based on public needs and won hearts of a vast
majority. He occupies a significant proportion of the mind and heart share of the voter publics even
after his death

Scope and Dynamics of Political Marketing in Pakistan’s Political Environment

The authors reveal that corruption
destructive opposition, illiterate practices and lack of voter orientation result in distrust of
voters in politicians and their respective parties. They suggest that voters’ trust can be built
by focusing on voters’ needs, avoiding over-promising, designing integrated
communication and distribution channels, managing strategic relationship with media and
incorporating the ideas of public funding and parallel campaign management.