候選人競選策略中的個人行銷及形象管理相關性研究-以高雄市2006年市議員選舉為例

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(1)College of Business, National Sun Yat-sen University Master Thesis. 候選人競選策略中的個人行銷及形象管理相關性研究 -以高雄市 2006 年市議員選舉為例 The Study of Personal Marketing and Image Management in Campaign Strategies –A Case of Seventh Kaohsiung City Council Election in 2006. Writer:. Cheng, Yu-Ting. Advisors: Prof. Wu Eing-Ming Prof. Tsai D. Stephen 2006/07.

(2) 中文摘要台灣走向民主道路已行之有年，大小選舉接二連三，地方性選舉競爭尤其激烈。本研究擬以高雄市市議員候選人幕僚角色，將選舉當作一個行業，候選人是商品，如何將商品在選舉期間，行銷出去，為選民接受，是選舉中最重要的關鍵成功因素。尤以台灣民主轉型造成選舉的策略性也跟著轉型，地方傳統的選舉樁腳文化正在褪色，候選人及團隊之個人魅力與行銷，在選舉中的重要性，普獲選民的重視。本研究目的如下：（一）了解第七屆高雄市三民區市議員候選人宣傳策略之差異。（二）探討第七屆高雄市三民區市議員候選人宣傳策略與個人行銷相關因素。（三）探討第七屆高雄市三民區市議員候選人宣傳策略與形象管理相關因素。（四）建立高雄市議員候選人宣傳策略與個人行銷及形象管理宣傳模式供參。研究方法兼採「內容分析法」、「深度訪談法」及「問卷調查法」等三種資料蒐集策略，期能建構更具全方位的宣傳策略評價，並深入理解個人行銷及形象管理三者之間的關聯性。透過文獻內容進行分析、並以參與觀察、調查問卷與深度訪談等研究方法，探討第七屆高雄市議員選舉第三選區（高雄市最大選區：三民區），重視宣傳候選人之宣傳策略與個人行銷及形象管理之相關性。利用三重觀察測定法（method of triangulation）的設計，探討候選人宣傳策略與個人行銷及形象管理的過程和其產生的影響。研究結果：（一）候選人需突破傳統樁腳方式，以企業經營之三原則（低成本、差異化、集中策略），進行宣傳策略；（二）本研究證實平日建立全年無休之良好服務體系，與選民感同身受，將是選舉致勝利器；（三）市議員非但需與人專業、服務的良好形象，平日除專職問政外，多做公益、與時俱進、為民表率等地方意見領袖形象之建立，皆須平日點點滴滴累積而成。本研究建議如下：（一）選舉是一時的，但選區的經營卻是永遠的；（二）平時選民人際網絡的建立與整合；（三）無論是平時或選舉期間應多與人為善；（四）宣傳策略與個人行銷及形象管理必須建立在平日的基礎上；（五）選舉與選區經營必須專業化，融入企業經營理念；（六）未來後續研究期盼可進行如何讓選舉的宣傳與個人行銷及形象管理專業化，建立各項指標，平日與選期能一一檢視。. -i-.

(3) Abstract The study utilizes the correlations among Personal Marketing, Image Management and Campaign Strategies of Seventh Kaohsiung City Council Election in 2006. A successful election campaign will be constructed for the future reference of local election candidates. Content analysis, questionnaire survey and In-depth interview with professionals and experts were used to conduct this study. Comparative method with tables was utilized to analyze the data and it was found that: 1. Campaign Strategy: Candidates need to break the traditional models and adopt business management principles (cost reduction, differential marketing and focus). 2. Personal Marketing: The main duty of city councillors is monitoring the city government. Candidates need to be marketed as professional, earnest and rational, who share close-up experiences with voters. 3. Image management: Councillors should give professional and friendly impressions at service by focusing on monitoring the city government, participating in charity events, representing the voters at the city council, and establishing an image as the local opinion leader. These achievements rely on hard work and effort. To conclude the thesis as below: 1. Major Campaign Strategies for the candidates: C1 has the best campaign strategy by adopting business management strategies of cost reduction, differential marketing and focus. 2. Differential marketing on image management and campaign strategy: C1 and C4 adopt media strategies to market themselves as professional public servants. C1 and C4 inform their voters to turn on televisions to see how they question city government officials at the city council. Such marketing is an extension of their advantages and opportunities as incumbent councillors. 3. Differential marketing on image management and campaign strategy: Candidates and journalists both consider image management important. 4. This thesis establishes a model for campaign strategies, personal marketing, and image management of Kaohsiung city councillor candidates. - ii -.

(4) Keywords: Local Election, Campaign Strategy, Personal Marketing, Image Management, SWOT Analysis.. - iii -.

(5) Acknowledgement First thing I want to declare is that it is not easy for a non full-time student to finish master thesis, especially doing the research in Kaohsiung City Council Election 2006 at National Sun Yat-Sen University. In the past three years, I have been through a rough time to conduct my master research on a part time basis. At the third school year, I was introduced to work as an assistant in Kaohsiung city councilor’s office. It gave me directions to select my thesis topic. First, two people I have to thank are my thesis advisors, Dr. Wu Eing-Ming and Dr. Tsai Stephen. D. Without their professional knowledge and attentive direction, I wouldn’t finish doing my thesis. Secondly, I also want to thank Dr. Cheng Y. Y. and Dr. John Wu, two members of my thesis oral test committee, to endorse my thesis. Thirdly, I ‘d like to thank Mr. Chu Deng-Zhu to assist revising my dissertation. At last, I finally found the right way to do research. Moreover, I want to thank my IMBA classmates for their support and encouragement. Lastly I want to thank my parents, father and mother-in law, younger sister and husband for their support throughout the four school years -- whatever I was up to. Jenny Cheng National Sun Yat-Sen University, IMBA 2007. 06.. - iv -.

(6) Contents 中文摘要………………………………………………………………………………………i Abstract…………………………………………………………………………………….….ii Acknowledgement…………………………………………………………………………….iv Contents………………………………………………………………………………………..v Table List …………..………………………………………………………………………..viii Figure List……………………………………………………………………………...…....viii THE STUDY OF PERSONAL MARKETING AND IMAGE MANAGEMENT IN CAMPAIGN STRATEGIES –A CASE OF SEVENTH KAOHSIUNG CITY COUNCIL ELECTION IN 2006 ................................................................................... I CHAPTER 1 INTRODUCTION ......................................................................................................................... 1 1.1 Importance and Background of the Study ............................................................................................... 1 1.1.1 Importance of the Study ........................................................................................................................ 1 1.1.2 Background of Study ............................................................................................................................ 3 1.2 PURPOSE AND ISSUES OF THE STUDY ............................................................................................................ 4 1.2.1 Purpose of the Study ............................................................................................................................. 4 1.2.2 Issues for Study..................................................................................................................................... 4 1.3 TARGET AND SCOPE OF THE STUDY ............................................................................................................... 5 1.3.1 Target ................................................................................................................................................... 5 1.3.2 Scope of the Study ................................................................................................................................ 5 1.4 TERMINOLOGY .............................................................................................................................................. 5 Local Election ............................................................................................................................................... 5 CHAPTER 2 LITERATURES REVIEW ........................................................................................................... 8 2.1 REVIEW OF REGULATIONS ON ELECTION CAMPAIGN .................................................................................... 8 2.2. REVIEW OF CAMPAIGN STRATEGY ............................................................................................................. 10 2.2.1 Media Strategy ................................................................................................................................... 10 2.2.2 Writing Books and Alternative Media ................................................................................................ 10 2.2.3 Guerrilla and Creative Marketing...................................................................................................... 11 2.2.4 Taking Good Care of Constituency and Voters ................................................................................... 12 2.2.5 Strong Issues and Campaigns ............................................................................................................ 12 2.3 PERSONAL MARKETING STRATEGY ............................................................................................................. 12 2.4 IMAGE MARKETING .................................................................................................................................... 15 2.4.1 Priceless Image .................................................................................................................................. 15 2.4.2 Achievement-Orientation ................................................................................................................... 16 2.4.3 Opinion Poll ....................................................................................................................................... 16 2.4.4 Internet Marketing ............................................................................................................................. 17. -v-.

(7) CHAPTER 3 STUDY METHOD AND STEPS ................................................................................................ 19 3.1 CONTENT ANALYSIS.................................................................................................................................... 19 3.2 QUESTIONNAIRE SURVEY............................................................................................................................ 20 3.3 IN-DEPTH INTERVIEW ................................................................................................................................. 21 3.4 STATISTICS METHOD ................................................................................................................................... 21 CHAPTER 4 ANALYSIS AND DISCUSSION ................................................................................................ 23 4.1 CAMPAIGN STRATEGIES OF CANDIDATES AND CONTENT ANALYSIS ............................................................ 23 4.2 ANALYSIS OF QUESTIONNAIRES .................................................................................................................. 24 4.3 ANALYSIS OF IN-DEPTH INTERVIEWS WITH CANDIDATES AND JOURNALISTS .............................................. 27 4.4 DISCUSSIONS .............................................................................................................................................. 30 CHAPTER 5 CONCLUSION AND SUGGESTIONS ..................................................................................... 33 5.1 MAJOR FINDINGS ........................................................................................................................................ 33 5.1.1 Related factors of Seventh-Term Kaohsiung City Councilor’sCampaign Strategies .......................... 33 5.1.2 The Related Factors of Seventh-Term Kaohsiung City Councilor’s Personal Marketing .................. 34 5.1.3 The Related Factors of Seventh-Term Kaohsiung City Councilor’s Image Management .................. 34 5.2 CONCLUSION .............................................................................................................................................. 35 5.3 SUGGESTIONS ............................................................................................................................................. 37 REFERENCES ................................................................................................................................................... 40 APPENDIX A: .................................................................................................................................................... 43 QUESTIONNAIRE SURVEY FOR CANDIDATES AND REPORTERS............................................................................ 43 APPENDIX A-1................................................................................................................................................... 48 QUESTIONNAIRE SURVEY FOR VOTERS ............................................................................................................. 48 APPENDIX B (INTERVIEWEE: CANDIDATE 1) ........................................................................................ 50 APPENDIX B-1 (INTERVIEWEE: CANDIDATE 2) ..................................................................................... 52 APPENDIX B-2(INTERVIEWEE: CANDIDATE 3) ...................................................................................... 53 APPENDIX B-3 (INTERVIEWEE: CANDIDATE 4) ..................................................................................... 54 APPENDIX B-4 (INTERVIEWEE: CANDIDATE 5) ..................................................................................... 55 APPENDIX B-5 (INTERVIEWEE: CANDIDATE 6) ..................................................................................... 56 APPENDIX B-6(INTERVIEWEE: REPORTER A1) ..................................................................................... 57 APPENDIX B-7 (INTERVIEWEE: REPORTER A2) .................................................................................... 58. - vi -.

(8) APPENDIX B-8 (INTERVIEWEE: REPORTER A3) .................................................................................... 59 APPENDIX B-8 (INTERVIEWEE: REPORTER A4) .................................................................................... 60. - vii -.

(9) Table List Table 1-1 Candidates SWOT Analysis…………………………………………...................13 Table 2-1 Advantages and Disadvantages of Internet Market Survey………………………24 Table 4-1 Campaign Strategies of Candidates and Content Analysis…………….................28 Table 4-2 Differential Analysis of the Relations Among Campaign Strategies, Personal Marketing and Image Management………………………………...…..31 Table 4-3 Summary of One-Way ANOVA on Campaign Strategies and Personal Marketing or Image Management………………………………….......32 Table 4-4 Analysis of the In-Depth Interviews with Candidates and Journalists…..….........33. Figure List Figure 2-1 Social Marketing Model………………………..………………………………. 19 Figure 2-2 Event Marketing Model………………………………………………..………...20 Figure 5-1Campaign Strategies, Personal Marketing and Image Management of Kaohsiung City Councilor Candidate……………………………………………..……………………..40. - viii -.

(10) Chapter 1 Introduction 1.1 Importance and Background of the Study 1.1.1 Importance of the Study It is well-known that studies on the voting behavior of American voters has a long history and has produced fruitful results. Campbell (1960) and other scholars studied the elements affecting voting behavior of voters based on the “personal image and charisma” of candidates. They believed that during presidential elections in 1916, 1952 and 1956, candidates attracted the support of a large number of non-partisan candidates. Both Nimmo & Savage (1976) and Wattenberg (1990, 1991) concluded that the voting behavior of American voters had switched from partisan identification to candidate-centered awareness. This research showed that political parties are playing a decreasing role in affecting voting behavior of voters in the US. This means that mass media plays an increasingly important role, especially TV. Voters have thus started to pay greater attention to the character and capability of candidates. In addition, personal charisma of candidates has exceeded the operation of political parties in determining outcomes. The study of Chen Shih-min (1992) and KuoYu-chong (2001) showed that increasingly, reports both at home and abroad revealed that partisan identification is decreasing annually. On the contrary, the image of candidates will affect the decision of voters and even become the major variant or determining element. 1 Taiwan has much more experience of practicing democracy. Almost every year, elections occur at various levels. During election campaigns, fathers and sons and couples will help each other. Joining in an election campaign is like running a family business. If an election is like a business, then candidates can be viewed as merchandise. How to successfully market merchandise during election campaigns is very important. Therefore, campaign strategy, personal marketing and image management play important roles during election campaigns. Based on the concept of business administration, the researcher analyzed the connections among campaign strategy, personal marketing strategy and image management with the aim of assisting candidates to win elections. This research is thus important in its practical ramifications. The 21st Century is a century of marketing. Just as businesses need. 1. Please see Chen Shih-min, 1992, “Image of Candidates and Voting Behavior of Voters”, Research on Journalism, Volume 46, pp.149-168. Kuo Yu-chong, 2001, “The Study of the Relevance Between the Political Electoral Advertising Strategy and the Performance in Television Commercials Among Three Major Candidates in the Year 2000 Presidential Election in Taiwan”, Thesis of Political Science Graduate School of National Sun Yat-sen University. pp. 9-17. -1-.

(11) marketing, so do individuals. Every individual in society constitutes unique merchandise. Therefore, everyone needs to invest in himself just like a company does. He needs to develop his own branding, draft marketing strategy and grasp the opportunity to market himself. The major task of personal marketing is “to know yourself and your counterparts”. Image management involves methods of presenting oneself; some people are equipped with professional skills but do not knowing how to present them. As a result, the opportunity of offering services to the public is lost. This study thus has important ramifications. Taipei and Kaohsiung have gradually become the core cities in the north and south of Taiwan, respectively. After the alternation of the ruling party, Kaohsiung city has turned into a modern metropolis of the south, and candidates must change their characters as the era and environment change. Candidates should pay special attention to the features of the city’s evolutionary transformation while designing their campaign strategies. The features of Kaohsiung city’s transformation are listed as follows: 1. From a city ignoring the surrounding ocean to the one taking advantage of the ocean. 2. From an industrial city to a business metropolis. 3. From a city focusing on traditional production to the one focusing on innovative industry. 4. From an economic and military harbor to an international tourism harbor. 5. From cars, motorcycles and buses to the mass rapid transit network. 6. From holding general city activities to managing festival celebrations. 7. From the construction of scenic resorts to the economic development of a waterfront city. 8. From government regulations to city governance and city partnership building. 9. From city development to regional governance and global connection. 10. From the mechanism of the market economy, the spirit of social economy, and the characteristics of a community economy to the creativity of a knowledge-based economy. 11. Focus on the three key patterns of a city: life, economy and ecology. The election of the Kaohsiung City Council has a history of 49 years, starting from the fourth term (1958-1961) when Kaohsiung City was still a provincial city, to the sixth term (2002-2006) when Kaohsiung City was transformed into a municipality. From the date of lifting the ban on Marshal Law, local elections in Kaohsiung City have become complicated, since immigrants account for a majority of the total population. As a. -2-.

(12) result, the fame, presentation, and marketing strategy play increasingly important roles and are worthy studying. 1.1.2 Background of Study I have served as an assistant for a sixth-term Kaohsiung City Councilor and have a strong interest in understanding the election. Any election, regardless of candidates or political parties, needs to have sound campaign strategies to give candidates a competitive advantage2 if they want to obtain final victory. From the primary within their own parties to the official beginning of election campaigns, candidates, especially those who do not have much fame or who are running in a local election for the first time, need to allow voters to understand the correlations among their campaign strategies, personal marketing and image management. These are some of the most important tasks that candidates and think tanks need to consider. In recent years, both central and local elections have experienced transitions of political parties. Taiwan has become a full-fledged democracy. Reviewing elections over the years, whether the successful candidates have a common feature in the correlations among their campaign strategies, personal marketing and image management, and whether the feature can serve as a reference for future promising candidates, candidates’ think tank need to collect this information. Taiwan has experienced many years of democracy. Elections at various levels are held almost every year. Competition in local elections is particularly fierce. This study views an election as a social business, and candidates as merchandise. How to market the merchandise during campaigns so that they are accepted by voters depends on the personal marketing strategy of respective candidates. This study takes the sixth and seventh terms of Kaohsiung City Councilor elections as an example for a case study with the aim of building a victory model based on campaign strategy, personal marketing and image management. This study utilizes the correlations among campaign strategy, personal marketing and image management of candidates to find the principles adopted by the current 2. Competitive Advantage: Porter (1985) is based on the theory of value activities businesses. He proposed the concept of value chain to have strategic thinking on various value activities of businesses and evaluate their impacts to basic structure of cost and differentiation. Therefore, strategy should be a consistent set. It is comprised of activities to allow businesses to have differentiation. Competitive advantage is helpful for formulating a more concrete and feasible strategy. Strategy is not just a general vision, but a specific activity design different from other competitors. Therefore, the successful strategy analysis of this study is significant.. -3-.

(13) Kaohsiung City Councilors assisted by the results of interviews with experts (Kaohsiung City Councilors and reporters) and a random survey of Kaohsiung City citizens. Based on the results, deductive method will be adopted to analyze the key correlations among campaign strategy, personal marketing, and image management. The most suitable campaign strategy model will also be found for respective candidates for the future reference of promising candidates. I trust that my past experience of participating in elections, and observing the election of this year’s Kaohsiung City Councilors, will help me in studying personal image management strategy. In addition, by studying related theory, detailed analysis of case study and interview of election candidates, a successful election campaign will be found for the future reference of local election candidates.. 1.2 Purpose and Issues of the Study 1.2.1 Purpose of the Study Based on the background and motives of the study, as mentioned above, the purposes of this study are as follows: (1) Understanding the different campaign strategies of the seventh-term of the Kaohsiung City Councilors in San-Ming District; (2) Studying related factors of campaign strategy and personal marketing of the San-Ming District’s candidates in the seventh-term Kaohsiung City Councilor election; (3) Studying related factors of campaign strategy and image management of the seventh-term, San-Ming District, Kaohsiung City Councilor election candidates; and (4) Trying to construct a model of campaign strategy, personal marketing and image management for the future reference of Kaohsiung City Councilor election candidates. 1.2.2 Issues for Study To achieve the purpose of study, as mentioned above, the issues of this study are as follows: (I) 1-1: Studying the major differences of the campaign strategies of the six candidates. 1-2: Studying the differences of the secondary campaign strategies of the candidates. (II) 2-1: Studying the differences of the street campaigns and personal. -4-.

(14) marketing of the candidates. 2-2: Studying the differences of the advertisements and personal marketing of the candidates. (III) 3-1: Studying the differences of the street campaigns and image management of the candidates. 3-2: Studying the differences of the advertisement and image management of the candidates. (IV) 4-1: Try to construct a model of street campaign and personal marketing of Kaohsiung City Councilor election candidates. 4-2: Try to construct a model of advertisement strategy and personal marketing of Kaohsiung City Councilor election candidates.. 1.3 Target and Scope of the Study 1.3.1 Target This study focuses on the top six candidates of the seventh-term Kaohsiung City Councilor of the San-Ming District, who placed greater stress on campaign strategies. The reason I chose San-Ming District as my thesis area because it’s carry out 88 units of the city administration. The largest population of 350000 people in Kaohsiung city. And also disperse different political parties. Analyses will be conducted concerning their campaigns. In addition, Questionnaire survey and in-depth interview will also be conducted among randomly chosen voters and reporters. In addition, by collecting the campaign publications, related issues and local news for Kaohsiung City Councilors form September to December, 2006, and government publications for research and analysis. 1.3.2 Scope of the Study (I) Time frame of this Study: This study will start from the primary within parties to the completion of the entire election. (II) Area of this study: With observation and survey method, this study will focus on the top six candidates of the San-Ming District who most emphasized campaign strategy in running for Kaohsiung City Councilor election.. 1.4 Terminology Local election: Compared with central government office elections, such as presidential or legislator elections, local elections mean the elections of local chiefs such as county magistrates, mayors and county or city councilors. This study focuses. -5-.

(15) on Kaohsiung City Councilors. Campaign Strategies: Chen Jin-Yi (1995) divided promoting strategies into: image shaping, attacking advertisement, proposing policy, event preview, and others. Personal marketing: Chen Shih-Jin (2005) pointed out that there are two categories of definition on personal marketing. One is defined as “direct marketing of individual salesperson” and is short-term oriented. The other is “an event to promote self value that will be accepted by others”, and is long-term oriented. As far as this study is concerned, personal marketing refers to the latter. Image management: Chen Shih-Jin (2005) pointed out that image includes: appearance, personality, role and capability of an individual; these factors determine the image of a person. Image is “the concept of the public concerning a certain thing or person.” This study finds that image management of candidates plays an increasingly important role in whether or not the public will have positive evaluations of candidates. SWOT Analysis: SWOT analysis is a very famous planning strategy in business management theory. It focuses on analysis of strengths, weaknesses, opportunities, and threats faced by business. Besides serving as a reference for drafting strategy, it can also be applied to individual as a foundation for personal competitiveness and career planning. Its structure looks simple, but can be applied to complicated issues. It is a very effective tool for assisting decision-makers in clarifying situations. 1-4 Candidates SWOT Analysis Strength: Internal strengths of candidates: What is the strength of the service office? What is the strength of the candidate? What are the new technologies? What successful campaign strategies can be applied? Why will voters’ identification be attracted? Opportunity External opportunities of candidates: What are the new service strategies? How can market segmentation be strengthened for candidates? What kinds of new technologies. Weakness: Internal weaknesses of candidates: What are the structural shortfalls of the service office? Does the service office lack technology and equipment? What are the reasons for failing to implement policy? What are the goals that service office can’t achieve? What is the type of voters that candidates cannot satisfy? Threat External threats to candidates: What kinds of changes are there in the circumstances? What moves are being taken by competitors? Can the candidates keep up with the. -6-.

(16) . and services can be provided? What kinds of favorable opportunities are brought by changes of political situations? What will be the development of candidates in the next 4 years?. . -7-. pace of the needs of voters? What are the unfavorable impacts on candidates caused by political situations? What are the factors that will threaten the identification of candidates? (Complied by this study).

(17) Chapter 2 Literatures Review In business, competitors want to defeat each other to win market share and customers. Success or failure depends on the goals and strategies set after surveys and other considerations. Similarly, social organizations share a general goal. The goal of public relations is the specific goal within the general goal and should remain so, or become insignificant. On the contrary, whether or not the main purpose is correct or not, will play an important role in achieving the specific goal. The result of the competition in business is decided mainly according to the specific goal and smart decisions, which depend on wisdom. Therefore, no matter whether one is dealing with the establishment of the main purpose and strategy, or with the confirmation of the secondary purpose, people should deliberate beforehand, assess the market, target customers and take oneself into full consideration, in order to take the initiative. (Ho Si-Jin, 1998)3. During election campaigns, running for office is the means, and wining the elections is the general goal. Candidates are like major merchandise items. How to sell merchandise, defeat competitors and gain acceptance by customers are the tasks of the campaign team and candidates. First of all, they need to know the game rules, and help voters to become familiar with the background, capability, ambition and political achievements of candidates through campaign strategy of outlining personal marketing and image management. All of these constitute the specific goal that needs hard work during campaigns.. 2.1 Review of Regulations on Election Campaign Subparagraph 7 of Article 55 of the original Public Officials Election and Recall Law regulates, “During election campaigns, candidates or their assistants shall not hold signing events or post any advertisements on mass media.” Paragraph 5 of Article 56 states, “During election campaigns, other than candidates or their assistants can launch their campaigns based on this Law, no one shall hold signing events or post any advertisements on mass media to campaign for candidates.” These two regulations state that any party shall not be allowed to launch campaigns for candidates through mass media. When elections for county magistrate, city major, legislators, Taiwan governor, city councilor of Taipei and Kaohsiung started to be held in 1989, a partial ban on using mass media for election campaign was lifted. Candidates or political parties were allowed to post advertisements in newspapers 3. Ho Si-jin, 1998. “Zero Distance Public Relations-Personal Marketing is So Simple”, Taipei City, Hong Da Bookstore, P.p. 52-58. -8-.

(18) and magazines. However, broadcast programs and electronic mass media were still banned. As Taiwan's democratic transformation progressed, the 11th subparagraph of Article 11 of the Public Offices Election and Recall Law added: “governing the ways of political parties in using television and other mass media for election campaigns” as the duty of election committees of various levels. However, according to subparagraph 2 of Article 55, subparagraphs 1 and 4 of Article 55, and subparagraph 5 of Article 56, other than television election campaigns hosted by the Central Election Committee, candidates, assistants, political parties or third parties shall not be allowed to campaign for any candidate on broadcast or television programs. In 1994 Taiwan Governor and City Mayor Election and Recall Law was revised once again and the Central Committee also made a resolution that “if agreement is reached among all candidates in the same constituency, television policy programs can be used for television debates.” In the 1996 presidential election, the revised regulations stated that three television stations did not accept campaign commercials, but other cable television stations and satellite television stations did. In 2004, Article 45 was revised again. Paragraph 3 of Article 45 of Section 6 in Chapter 3 of the current Election and Recall Law states that during the election campaign for public offices, the period shall be 10 days for provincial (city) councilors. Article 45-1 regulated that the maximum budget for election campaigns of provincial (city) councilors will be the number of councilors in that constituency divided by 70% of the total population in that constituency, multiplied by the basic amount of NT$15 plus a fixed number (for provincial and city councilors, this is NT$4 million). Article 50 concerns the publication of the election announcement. Election committees should collect the policy, photos, name, age, household registration data, birthplace, party affiliation, education, and experience in order to print the announcement. Article 54 regulates that campaign comments of candidates or their assistants shall not be allowed to have the following contents: 1. instigating others to commit treason or rebellion; 2. provoking others to destroy the social order with violence; 3. Violating any other criminal codes. Article 55 regulates that “the political party and candidate, or assistants therefore, shall not conduct campaign activities publicly beyond the prescribed hours of each day's beginning and ending time of the prescribed days” (including balloting day of Article 56-1) 4. From this regulation, the legal days for public campaigning total 10. 4 Public Office Election and Recall Law, Office of President, revised and promulgated of Huwa Zong 1 Yi Zi No. 09500075641 on May 30, 2006 and implemented on July 1, 2006.. -9-.

(19) days. Therefore, candidates or campaign teams will do their best to make the best use of this period of time to win the hearts of voters through campaign strategy, personal marketing and image management, in the hope of winning the election.. 2.2. Review of Campaign Strategy With the rapid progress and changes of society and political culture, the lifestyle and value system of the public are becoming ever more diversified and changeable. All of these factors affect the voting behavior of voters. “Market Segmentation” of marketing theory has become the key strategy of candidates in elections. Electoral advertising strategies are also highly creative and diverse. (Huwang Su-bin, 2006) 2.2.1 Media Strategy During marketing activities, the simplest, rapidest and cheapest way to convey business activities or merchandise messages to consumers is through commercials or promotions, especially TV, newspapers, magazines or radio programs, since they have large circulation rates, audiences and profound impact. In democratic countries, mass media is public property, the facility of society and does not belong to any political party or individual. Taiwan's mass media is like an oligopoly after experiencing 40 years of being banned. Other than the three official TV stations, no one is allowed to set up a television company. It is even difficult to set up a broadcasting station. During the second legislature election, Chang Chun-hung, DPP candidate in Taipei's south district successfully established a non-profit radio station, “All People Radio Broadcasting”. It covered news related to the election on FM90.1. Many voters, including housewives and taxi drivers will listen to the programs on time to learn about the latest election stories. This move shocked the KMT and brought victory to Chang5. 2.2.2 Writing Books and Alternative Media It is very common for business operators to share personal or business beliefs by writing books or making videos and audio tapes. Although it is not yet popular in Taiwan, when owners of large businesses have new books on the market, it will always create a fad, because they can pass along their experiences and wisdom in running a business to the next generation. In addition, they can also share their beliefs and culture of businesses with the public, to enhance communication and Chang Yong-chen, 1993, “Non-profit Marketing: Chapter of Practice of Election Campaigns”, Practice of Election Campaign 10, Media Strategy, pp. 152-158. 5. - 10 -.

(20) understanding of businesses as well as to elevate their business image. During election campaigns, candidates convey their political ideas or achievements through the distribution of publications, videotapes and audio tapes among voters, while attempting to build a unique image. This practice has been carried out for many years. The first ones are “Sound of Wind and Rain” and “No One Else” by Hsu Hsin-liang and Liao Da-Lin's6, and “Feelings about Taiwan and Heart of Yun Lin” produced by “Green Apple Company.” Both cases met the needs of business promotion by alternative media, with reasonable price and fruitful results. However, after the lifting of Marshal Law and the ban on newspapers, similar cases are decreasing. 2.2.3 Guerrilla and Creative Marketing Jay Conrad Levinson, a marketing expert, stated that small businesses should not engage in head to head competition with large businesses; it would lead to a dead end. The way of survival for small businesses is to launch guerrilla wars, using time, wisdom, imagination and creativity. Lin Zheng-Jie is the first one who applied guerrilla marketing strategy to election campaigns, and won victory. It is called “multiple layer of marketing, direct marketing or tower marketing”. It is also called “direct selling association”, which is very popular in the business community, especially: life insurance, health products, cosmetics and cleaning industries. Afterwards, this selling method was also applied to famous paintings, diamonds, books, and even tombs. Its basic concept is to sell products from one person to two people, and from two people to four people, hoping to sell products by salespersons through increases of “geometric progression”. Multiplying salespersons are lured with high salary. If organization training of certain candidates during election campaign is better than others, it will be helpful for expanding relations, and increasing votes. Specific votes can also be counted, so that the result of elections can be known beforehand. The multiplying number is the highest level of organizational war. Ong Da-ming, an elite member of the stock market, utilizes the essence of “direct selling” very well and even gives new life and meaning to “direct selling,” which allowed him to become a legislator.7 6. Chang Yong-chen, 1993, “Non-profit Marketing: Chapter of Practice of Election Campaigns.” Practice of Election Campaigns 11, 12, Alternative Media, Writing Books, pp. 159-170 7 Chang Yong-chen, 1993, “Non-profit Marketing: Chapter of Practice of Election Campaigns”, Practice of Election Campaign, 13 and 14, Guerrilla Marketing, Innovative Marketing, p. 171-180. - 11 -.

(21) 2.2.4 Taking Good Care of Constituency and Voters Purchasing behavior of customers includes the rational and the emotional. The success of a business depends on “winning the hearts of customers”. Whether or not customers are willing to take the initiative or are manipulated to purchase merchandise depends on the sincerity and level of businesses. If the marketing concept is applied to non-profit election campaign, voting behavior of voters is like the purchasing behavior of customers. Therefore, service is needed after selling occurs. Service quality is very important. In other words, businesses need to “win the hearts of customers” to ensure sustainable management. Political figures also need to “win the hearts of voters” to win re-election. Many senior political figures, such as Changhwa's Wong Chin-chu, touched the hearts of voters by her service, and won their support so that her political life could continue.8 2.2.5 Strong Issues and Campaigns “Campaign” is called “event” in the marketing industry. “Event marketing” means businesses integrate their resources to create issues of public concern through planning or creative activities or events. They thus will attract media and the participation of customers to achieve the goal of elevating the image of their businesses and marketing merchandise. Politics signifies governing public matters. An election is an event of public concern; therefore, elections need to have campaigns. In previous US presidential elections, Kennedy, Reagan, Bush and Clinton finally won victory although it seemed that they were not going to win from the very beginning. There were many variants, but knowing marketing/ campaigning is a key factor. Successful campaigns need to have three factors: (1) Issues for campaigns need to attract voter’s attention; (2) The theme of campaigns need to be terse (related with the rights and interests of voters); and (3) Successful campaigns need good relations with the media.. 2.3 Personal Marketing Strategy Democratic politics is a way to select talents through voting. It is increasingly difficult to gain regime control by fooling the public and buying votes in Taiwan. Reviewing the second National Assembly election, the DDP failed due to its lack of talents. Candidates nominated in many constituencies did not have enough fame. Even with basic educational background and experience, they still could not compete with KMT Chang Yong-chen, 1993, Non-profit Marketing: Practice of Election Campaign. Practice of Election Campaign 16, Managing the Hearts of Voters, p. 187-193. 8. - 12 -.

(22) candidates. As a result, they did not have the resources to fight KMT’s talents, organization and money. It was not surprising that they failed. However, during the second legislature election, “the gold bull”, head of faction or leader of gangsters nominated by the KMT could not compete with the DPP nominees. Therefore, they failed. It is obvious that background of candidates, including: policy, political achievements, education, communication skills, image and fame play increasingly important roles during elections.9 Evolution of marketing reflects the latest market situation. When Philip Kolter, a marketing guru, illustrated the evolution of marketing, he mentioned the concept of social marketing (see Figure 2-1), emphasizing customers' needs in relation to the expenses of social well-being, to narrow the gap between marketing concepts and the social responsibility of businesses. At the same time, based on the foundation of co-existence and co-prosperity of customers, businesses and society pursue a balance between interest of customers, business long-term profit and social long-term interest. Especially from the late 1950s to early 1960s, many social values started to change, including increasing environmental protection awareness, customer interests, and wider attention paid to margin groups. In the social marketing concept, meeting the needs of customers is ahead of profit. Business organization also needs to consider its impacts on society. Customers (meeting needs). Businesses(profit-oriented). Society (human well-being). Figure 2-1: Social Marketing Model If green marketing communication could utilize the communication model of event marketing (see Figure 2-2), it will achieve the win-win goal of promoting business Chang Yong-chen, 1993, “Non-profit Marketing: Chapter of Practice of Election Campaign”, Yuang-Liou Publishing Co. Ltd. pp.82-86. 9. - 13 -.

(23) branding image (good fame and sales volume) and branding asset (sustainable management). Relations among customers, businesses and media in the event marketing model can be seen in Figure 2-2. Customers absorb messages about concrete merchandise or purchasing satisfaction through participating in activities held by businesses or events created by them (customers will pay NT$10 less if they bring their own Starbucks coffee mug). They can also join in the discussion of awareness of certain events (the concrete interest of paying NT$10 less and self-awareness of environmental protection). These provide businesses with substantial profit and extension of the image for businesses merchandise. (Starbucks is a business with social responsibility). At the same time, businesses attract the attention of media because of such activities, events or merchandise. Media covers stories either with or without charging fees (most cases do not need to charge fees to promote products and marketing businesses branding. In addition, media not only shoulders the heavy responsibility of informing customers, but also understands the trends and pulse of customers by observing their habits and reactions. They thus can enjoy survival through advertisement fees and coverage of news. These three parties share the same interests and profits.. Customers Event Participation. Providing information of activities. Purchasing products Consuming trend and pulse. Businesses. Media Providing news and events. Figure 2-2: Event Marketing Model Green marketing is not only a concept of information exchange and participation of. - 14 -.

(24) activities for businesses, media and consumers; Green marketing strategy means sustainable dialogue, reciprocity and co-existence through the model of “for fun (activity participation), for meaning (environmental protection) and for branding.” City councilor is a post of social service. Social work has attracted increasing attention as Taiwan becomes increasingly democratized and socially diversified. Direct help can no longer satisfy the needs of society and organizations. In addition, due to the effect of scientific management, developing social work management is necessary to utilize and manage limited resources to earn the trust of the public. Since social work management is carried out in non-profit organizations, the marketing concept is the one that scholars promote in management knowledge and skills. (Hsu Shi-chun, 1980; Wu Si-hua, 1980; Huang Chun-jin, 1980,1991; Hsieh Ru-hsien, 1996; Kotler&Levy, 1969; Koler, 1972) From the perspective of marketing, voters are consumers. Political parties or candidates need to win votes, just like persuading consumers to purchase a certain brand of product or to visit a certain shop. Therefore, marketing concept and planning of businesses can also be applied to election campaigns to assist political parties and candidates to win victory. Election marketing planning includes the following: setting goals during election campaigns, analysis of voters, segmentation of voters, analysis of competition and opportunity, selection of targeting voters, decision of identification of candidates, and combinations of campaign marketing.. 2.4 Image Marketing 2.4.1 Priceless Image10 Chang Yong-chen’s, 1993 “Non-profit marketing, Campaign practice” states that fine business image is an invisible asset and has priceless value for businesses. Any business owning this priceless value is like a goose that can lay golden eggs. It will continue to generate profits. Significance of image in non-profit institutions or political competition is the same. Political parties or politicians with bad images will be forsaken by voters. On the contrary, political figures with fine images will win the long-term support and trust of voters. However, political figures need to win the recognition of the majority of people after long-term selfless efforts and contributions.. Business image: Chang Yong-chen, 1993, “Non-profit Marketing: Chapter of Practice of Election Campaign”, Taipei City, Yuang-Liou Publishing Co. Ltd. pp.110-115. 10. - 15 -.

(25) Fan Yang-song also pointed out in 1993 that the identification of the image of candidates continues to be updated, including: election organization of competitors, controlling process and encouragement method of election teams, marketing method of candidates, leadership analysis of competitors, organization of decision-making team, and vision of the election assisting team. All of these are the points that candidates will pay attention to when carrying out promotion and image management. 11 During the second legislature election, Hsieh Chi-Ta was elected in Hsinchu City. As a woman candidate, she did not have the backing of a political party, or ballot allocation. She did not have the support of a consortium, party faction or even any election experience. Under these circumstances, she defeated two other KMT candidates during a fierce election. What she had been “imaging”? Therefore, as we said before, image is priceless for candidates. From the ballots received from candidates, it is obvious that voters in Hsinchu emphasized “image”. Therefore, they cast their sacred votes to Hsieh because of her “fresh image” and “clean morality”. 2.4.2 Achievement-Orientation Growth and sustainable management of businesses depend mainly on the trust and support of customers. Of course, whether or not the merchandise quality and service quality provided by businesses will satisfy customers will serve as an important factor for repeat orders, requests of purchasing and sharing this information with others. The same principle will be applied to election campaign. Voting behavior of voters is like the purchasing behavior of merchandise. The quality and service of political parties or election candidates depend on the support of voters. If Kaohsiung City Councilor would like to run for re-election, “political achievements” will serve as the best tool to win the support of voters. As long as there are such achievements, most voters will recognize the efforts of candidates and cast their votes once again. 2.4.3 Opinion Poll The definition of marketing is “to satisfy customers and create market”. The first step is “to understand customers and know the market”. The major way is the well known market survey. By the Deductive method and analysis from the information collected by market survey, businesses can grasp the needs and satisfaction of potential customers, as well as the market scale and competition to evaluate their own Image positioning: Fan Yang-song, 1993, “Analysis and formation of strategy on competitor”, pp. 26-27. 11. - 16 -.

(26) strengths, weaknesses, opportunities and threats (SWOT analysis). At the same time, marketing variants, strategy, and tactics will be set based on the conclusions perceived. Market survey applied in the election campaign is called “opinion poll” or “opinion survey”. “Opinion poll” is an election prediction tool based on objectivity and science for countries on the track of democratic politics. It is also an inevitable tool for making policy and understanding policy implementation. With the advancement of survey skills, other than some exceptions, its precision is as high as over 90%. However, Taiwan's opinion polls usually display pre-assumption or conclusions before they are conducted. Fair and true results will thus hardly be obtained. Its accountability has engendered many disputes and questions. Therefore, it should be done cautiously. However, its function and value cannot be denied. Caution needs to be paid when applying it to strategic planning. When Hsu Guo-tai was running for re-election for the third time, his election think tank launched the first wave of opinion polls in August and hired two experienced marketing experts to set four goals: (1) Understanding the fame and popularity of candidates; (2) Finding the satisfaction of voters toward the political achievements of candidates; (3) Finding the condition of ideal legislators of voters; and (4) Collecting the issues of concern to voters as reference for policy and promotion. Two opinion polls were conducted. After cross analysis, young voters, especially laborers aged 20-30, had the lowest preference satisfaction. In the first and second promotion, contents were focused on policy and achievements. Starting from the third promotion, the requests of laborers and the new generation became the focus, such as “tax reduction, opposing land reform, welfare state and establishing housing on constructive land.” Several “Nights of Youth and Labor” were held, and he thus won the election. 2.4.4 Internet Marketing The internet is regarded as equal to mass media, television, magazines and media in terms of advertisement. Generally speaking, communicating with stakeholders via technology can effectively save printing and mailing expenses. In 1998, the results of Poll Online of Harris Interactive showed that 21 out of the 22 American election polls were correct.12 Marketing is a process combining the concepts of creativity, merchandising or service. 12. E-Questionnaire Research: E-marketing, Fan Wen-chan, 2002 Judy Strouss, Raymond Frost, 2001. Taipei City, Chi Sheng Publisher. - 17 -.

(27) to create trade and satisfy the needs of individuals or organizations by delivering, promoting, setting the price, planning or implementing the concept. Sales people first of all propose the marketing project with 4P. After it meets the needs of customers and marketing units, it will be carried out. Internet marketing influences traditional marketing in two fields: (1) enhancing efficiency of traditional marketing; (2) technology of internet marketing transforms marketing strategy. Compared with traditional method, it is faster and cheaper without mailing expenses and the salary of interviewers. To sum up, internet survey has the following advantages and disadvantages. Advantages Disadvantages Fast and reasonable price Sample selection/generalization Global users and minority of internet Pre-assumed prejudice surfers can be the targets of opinion poll Computer key-in to reduce mistakes Uncertainty of respondents Honest answers to sensitive questions Rude and dishonest replies Everyone can reply or those who are Repeated sending invited and protected by password can use it It is easy to make a chart of electronic Steep increase and decrease of learning data curve Table 2-1 Advantages and disadvantages of internet market survey Source: Fan Wen-chan, Internet Marketing, 2002 Integrated marketing communication (IMC) by internet means the entire set of media project, including: advertisement, promotion, public relations, direct selling, personal businesses, and other integrated marketing with profound impact on key customers. Many internet marketing media will build up a data bank of customer satisfaction. Personal web page (candidate blog) and email are the most suitable tools. Sending messages by mobile phone is the second choice. Whenever there is an election, all of us have the experience of receiving messages from emails or mobile phone messages from candidates. However, as of today, they are only utilized by teams of candidates and key customers who are good at using internet.. - 18 -.

(28) Chapter 3 Study Method and Steps This study does not adopt single data collection strategy of case study or content analysis as in the past. It adopts “content analysis”, “in-depth interview” and “survey”, to construct a more comprehensive evaluation of campaign strategy, and to obtain further understanding of the connection between “personal marketing” and “image management”. By analyzing the contents of the documentation mentioned above, observation, survey and in-depth interview, the connections between campaign strategy, personal marketing and image management of the top six candidates who focus on campaign of the third constituency (San-Ming District) of the seventh Kaohsiung City Councilor, will be studied. By adopting the method of triangulation (Patton, 1990), related data is collected to study the process and influence of campaign strategy, personal marketing and image management to avoid the possible shortfalls of single study of data collection. The study method of this report is as follows:. 3.1 Content Analysis According to the description of W. Schramm, the founder of the first Media Graduate School around the world on History of American Media in 1947, he mentioned four forerunners: Harold Lasswell, Kurt Lewin, Carl Hovland, Paul F. Lazarsfeld, as pioneers of media theory. However, it was W. Schramm who made the study of media an independent course of social science. The first founder is Harold Lasswell, a statesman who graduated from Chicago University and taught at Yale University until his retirement. His study method is neither survey, nor experiment, but analysis. He is the forerunner of the study on campaigns. In the doctoral theory written 1927, “The Campaign Skill in the WWI” not only served as the study of campaigns, but also became a classic work. He created content analysis and made great contribution to media research. An article written in 1948, “Structural Function of Media in the Society,” became a paradigm of media study. Content analysis uses deductive method based on the features of system and objective inspection. From this point of view, photos, video tapes, and anything with themes, are fit for content analysis, a method to simplify content into numbers. It counts the number of units in the contents (translated by Shih Mei-ling, 1997). Content analysis is called “documentary data analysis”, one of the “non-reactive research methods”, meaning analysis from government documentaries or data. - 19 -.

(29) collected from previous surveys. The source of the documentary is versatile: government report, business research, paper data bank, business data, and books in library, theses, periodicals and newspapers. There are four steps of the analysis: reading and organizing, description, classifying, and interpretation. In addition, the following data can be collected for research and analysis: 1. Campaign publications: including campaign posters, newspaper advertisement, pamphlet, DM and campaign flags. 2. Magazines, briefings, messages, blogs and emails of candidates: Collecting reports on the nomination process of various political parties, election, related issues and local news for Kaohsiung City Councilors, from September to December, 2006 3. Government publications: including previous records of election, election communiqués, statistics, publications and related information published by the election committee of Kaohsiung City. This study mainly adopts content analysis, and questionnaire survey for cross-matching. That is, the researcher focuses on the campaign strategy of the top six candidates who stressed campaign strategy most in San-Ming District of Kaohsiung City to find its connection with personal marketing and image management. First of all, this research focuses on all campaign advertisements of the six candidates plus media advertisements to analyze the connections between personal marketing and image management.. 3.2 Questionnaire Survey Survey research can be divided into interview survey, observation survey and questionnaire survey, based on the method of collecting data. Questionnaire survey is a research method for finding truth and current situation. The main purpose is to collect and calculate various basic data of science education. It can be divided into descriptive research and analytical research. When considering whether or not to adopt questionnaire survey as a research tool, the goal can be obtained and the role of research sampling in questionnaire should be taken into consideration. In addition, questionnaire survey has its advantages. Only by reviewing its features to accommodate the research theme can the goal be obtained. There are seven procedures of questionnaire survey: 1. setting the issue of research; 2. collecting related documentation; 3. listing details for survey and research; 4. setting a theoretical framework and basic concept structure; 5. designing research procedure. - 20 -.

(30) and tools; 6. conducting questionnaire survey; and 7. processing analysis and explanation of information. During the seven procedures, the purpose, contents, subjects, and designing of format of questionnaire should be focused. In addition, how to increase the returning rate of questionnaires is also one of the considerations.. 3.3 In-Depth Interview To improve content analysis and questionnaire survey, in-depth interview is conducted to collect opinions of related parties for cross-matching information to focus on the issue. In addition, from the rich contents of respondents, the implications of their logic, language and deeds can be predicted to judge the accountability of their contents. The in-depth interview is conducted in “standardized half open-ended interview” with a certain questions and wordings. Every interviewee experiences the same procedures to answer these questions, to reduce variants. Some of the questions will be added or deleted depending on the interviewees (familiar interviewees will have more chats after in-depth interviews). Some questions are open for personal opinions to allow their replies to have more flexibility. There are three categories of survey and interviewees. The first category is 6 City Councilor Candidates. The second category is 150 voters selected randomly in San-Ming District. Comrey (1988) concluded that selecting 100 people to be the research sample size are “poor”, 200 people to be the sample size will be “fair”, 300 people to be the sample size will be “good”, 500 people to be the sample size will be “very good”, and 1000 people to be the sample size will be “excellent”. Comrey (1988)also brought up: if do the normal “ordinary factor analysis” and the survey questionnaire is not exceed over 40 questions, then 200 people to be the sample size will be enough. The third category is to interview 4 reporters locally.. 3.4 Statistics Method Cross-matching of the previous three research methods mentioned above are used to ensure the validity of this research, along with campaign data from primary elections within various political parties toward the end of the election of candidates of Kaohsiung City Councilors, plus conducting questionnaire of candidates, voters and reporters, to ensure the precision and efficiency of research results. In the end,. - 21 -.

(31) Scheffe of campaign strategy, personal marketing and image management will be conducted through SPSS10.0 to process data.. - 22 -.

(32) Chapter 4 Analysis and Discussion 4.1 Campaign Strategies of Candidates and Content Analysis During the seventh Kaohsiung city councillor election in the third constituency (San-Ming District), this thesis chooses to observe candidates who emphasize campaign strategies in each party. The observation starts from the primary election in each political party and ends at the election date. Candidate. Political Party Campaign strategies. C1.. KuoMinTang. Billboards,. Content Analysis Reform and service. Text messages, Internet, Uniform, Personal visits C2.. KuoMinTang. Billboards, Flags, Brochures, Flyers. Care for teenagers Relieve parents from worries Morality and ethics will save Taiwan More job opportunities Monitor the scandals of Rapid Transit Construction. C3.. Democratic Progressive Party. Mobile service, Flags, Banners, Flyers. Please give me one more chance to serve you Please grant us the chance to serve you! If there is anything wrong, report to me and I will eradicate all injustice If you need service, come to C3 Isn’t it heartbreaking to see C3, the most earnest councilor, lose the election? Because of Councilor C3, the lightning devices around San-Ming Park will be installed at the end of November C3 may lose the election without your support. C4.. Democratic Progressive. Billboards, Campaign. - 23 -. Happiness Hope and Joy Yes! Good ideas for San-Ming.

(33) commercials, Flags,. We support the most earnest councilor. C4 at the Executive Master of Public. Banners, Flyers. Policy Program of the National Sun Yat-Sen University is committed. People First. Billboards, Campaign. Citizens first Education first. Party. commercials, Flags, Banners,. Quality service at the city council Please give your support He-Ti Elementary School will be. Flyers. established here Grateful to residents who have supported. Party. C5.. our proposal in the past four years C6.. Taiwan Solidarity Union. Billboards, Campaign commercials, Mobile megaphones. Don’t be depressed Hard work will bring a bright future Downsize the city council Save NTD 150 million annually. Table 4-1 Campaign strategies of candidates and content analysis The table shows that all candidates have done their utmost to attract voters. Traditional ways such as billboards, campaign commercials, flags, mobile megaphones, flyers and brochures have been utilized while some candidates abandon traditional flags and employ modern technologies transcending regional or temporal boundaries. For example, text messages, email, and blogs have been used as different campaign strategies. Whatever channel the candidates use, they hope to impress voters and establish their own personal images.. 4.2 Analysis of Questionnaires This thesis fears that distributing questionnaires may influence the result of the elections, and decides to distribute the questionnaires after the sample objectives cast their vote. Purposive sampling was adopted. 150 questionnaires for voters were circulated, and 128 effective questionnaires were retrieved. The response rate reached 85%. This section discusses whether voters perceive any different personal marketing and image management regarding candidates who emphasize campaign strategies. The. - 24 -.

(34) analysis of questionnaires is presented in Table 4-2. (1) Table 4-2 shows that C5 has the highest average of campaign strategies with 38.5238, C1 has the second highest with 37.2000, and C4 the third highest with 35.1500. The three candidates are above the average of 34.7109. In terms of personal marketing, C1 has the highest average of 40.6500, C5 second highest with 39.8571 and C4 the third highest with 37.6500. The three candidates are above the average of 36.9531. In terms of image management, C1 has the highest with 40.6400, C5 the second highest with 39.9524. Both candidates are above the average of 37.7969. (2) The standard deviations for the campaign strategies of the six candidates are respectively 9.3223, 3.9030, 6.8541, 5.1837, 5.4002, and 4.6589. That is, C1, C3, C5, C4 have won the recognition of over 50% of voters (in order of standard deviation). The standard deviations for personal marketing are 6.8386, 4.9613, 8.0932, 4.0559, 4.3507, and 4.9903. C3 and C1 have higher standard deviations and have won the recognition of over 50% of voters. The standard deviations for image management are 7.1471, 4.9990, 7.2860, 4.9460, 4.7484, and 4.1851. C3 and C1 have higher standard deviations and have won the recognition of over 50% of voters. (3) There is significant difference in individual marketing (p＜.05) in the campaign strategies of different candidates. According to Scheffe’s posterior comparison model, C5 is better than C6 in campaign strategies (7.6147*, p＝.008＜.05). C1 is better than C2 and C6 in personal marketing (6.3643 ＊ , 7.6955 ＊ , p=.036, .040＜.05), and C5 is better than C6 in personal marketing as well (6.9026＊, p=.013＜.05). (4) There is no significant difference in regards to image management in the campaign strategies of the six candidates. The differences in campaign strategies, personal marketing, and image management of the six candidates.. - 25 -.

(35) Levels. Candidates. Number. Average. Standard. 95% Confidence Interval for the average. Posterior. Deviation. Lower limit. Upper limit. Comparison C5＞C6. Campaign. C1. 20. 37.2000. 9.3223. 32.8370. 41.5630. Strategies. C2. 21. 34.3333. 3.9030. 32.5567. 36.1100. C3. 24. 32.7500. 6.8541. 29.8558. 35.6442. C4. 20. 35.1500. 5.1837. 32.7239. 37.5761. C5. 21. 38.5238. 5.4002. 36.0657. 40.9819. C6. 22. 30.9091. 4.6589. 28.8434. 32.9747. Total. 128. 34.7109. 6.5402. 33.5670. 35.8548. Personal. C1. 20. 40.6500. 6.8386. 37.4495. 43.8505. Marketing. C2. 21. 34.2857. 4.9613. 32.0274. 36.5441. C3. 24. 36.7500. 8.0932. 33.3325. 40.1675. C4. 20. 37.6500. 4.0559. 35.7518. 39.5475. C5. 21. 39.8571. 4.3507. 37.8767. 41.8376. C6. 22. 32.9545. 4.9903. 30.7420. 35.1671. Total. 128. 36.9531. 6.3144. 35.8487. 38.0575. Image. C1. 20. 40.6400. 7.1471. 37.3050. 43.9950. Management. C2. 21. 37.0952. 4.9990. 34.8197. 39.3708. C3. 24. 36.0417. 7.2860. 32.9651. 39.1183. C4. 20. 37.4000. 4.9460. 35.0852. 39.7148. C5. 21. 39.9524. 4.7484. 37.7909. 42.1138. C6. 22. 36.0909. 4.1851. 34.2353. 37.9465. Total. 128. 37.7969. 5.8772. 36.7689. 38.8248. C1＞C2,6. C5＞C6. ＊.p＜.05: significant average difference Table 4-2 Differential Analysis of the Relations among Campaign Strategies, Personal Marketing and Image Management One-way ANOVA on the correlations between campaign strategies and personal marketing or image management, see Table 4-3 1.In regards to the 95% confidence interval of the average of different candidates, the confidence interval of C6 did not cover the Mean 34.7109) in the analysis of campaign strategies. The F Ratio of the ANOVA reached significance. Other factors covered the Mean (34.7109, 36.9531, 37.7969), and the F Ratio of the ANOVA would not reach significance.. - 26 -.

(36) 2.There are significant differences among the campaign strategies and personal marketing of C1, C4 and C5 (F＝4.503*, p＝.001＜.05; F＝5.725*, p＝.000＜.05). The thesis therefore conducts posterior comparison. Levels. Candidate. SS. DF. F Ratio. Significance. Campaign Strategies. Between Within. 846.332 4585.973. 5 122. 4.503*. .001. Total. 5432.305. 127. Personal Marketing. Between Within Total. 962.307 4101.412 5063.719. 5 122 127. 5.725*. .000. Image Management. Between Within Total. 411.830 3974.888 4386.719. 5 122 127. 2.528. .090. Table 4-3 Summary of One-Way ANOVA on Campaign Strategies and Personal Marketing or Image Management The one-way ANOVA above, demonstrates that different city councilor candidates have significant differences for campaign strategies and personal marketing (F＝ 4.503*, p＜.05；F＝5.725*, p＜.05). The posterior comparison finds that the campaign strategy of C5 (M＝38.5238) is better than that of C6 (M＝30.9091). In terms of personal marketing C1 (M＝40.6500) is better than C2 and C6 (M＝34.2857, M＝ 32.9545), and C5 (M＝39.8571) is better than C6 (M＝32.9545). In the aspect of image management, the F ratio, .090 (p＞.05) does not reach the significance of .05. This means that candidates are not significantly different in image management.. 4.3 Analysis of In-Depth Interviews with Candidates and Journalists This thesis targets six candidates through purposive sampling. Of the six candidates, two belong to KMT, two belong to DPP, and one each from PFP and TSU. To maintain the confidentiality of questionnaires and interviews, the thesis codes the candidates as C1 to C6. The four journalists have a thorough understanding of the campaign strategies of candidates in the third constituency and are on the staff of major newspapers in Taiwan. The interviews are presented in the order of time. Journalist A1 is interviewed for the observation about C1, Journalists A2 and A3 are interviewed. - 27 -.