ABSTRACT
This chapter discusses the factors influencing the popularity of politicians as well as the problems of voter's trust in the ruling politicians, which is the key factor allowing politicians to maintain the positions they currently hold. It also explains the strategy of manipulating information in the press during nonelection periods, based, among others, on Daniel Kahneman and Amos Tverski's psychological prospect theory. It then presents John Gibson's four hypotheses resulting from the psychological principles of managing the event presentation time that find practical application in politician's political activity. These hypotheses, as rules of action, also may be used as foundations for developing marketing strategies used in postelection periods: Integrating events (packaging), Separating events (splitting). Attracting attention (highlighting), Sequencing events (phasing). It is obvious that most important politicians have the highest chance of getting reelected. Therefore, frequent opinion polls showing current trends in the support for politicians and parties have become an inseparable part of the political landscape.
