ABSTRACT
The major challenge for the marketing campaign is the candidate's realization that they are not in a position to appeal to all voters of every persuasion. The process of dividing the whole electorate into many different groups is called voter segmentation. The goal of segmentation is to recognize and assess voter needs or characteristics that become the foundation for defining the profile of the voters in order to plan efficient communication with them. In the 1970s and 1980s, Robert M. Worcester developed a triangulation model in voter research and market positioning, under the general title of 'political triangle'. Its goal is to find a position of the candidate that will be particularly attractive to floating voters. In political marketing the segmentation methods that are most frequently used refer to four groups of variables: geographic, demographic, behavioral and psychographic. Primary segmentation divides voters according to two main criteria: voter party identification, and voter strength.
