Original scientific paper
Gaius Julius Caesar, a Master of Political Marketing. Political promotion Then and Now
Predrag Haramija
orcid.org/0000-0002-1675-4996
; Zagreb School of Economics and Management, Zagreb, Croatia
Abstract
In light of our understanding of contemporary political marketing and public relations skills, this article seeks to clarify the manner in which Gaius Julius Caesar influenced public opinion in the late Roman Republic. A brief historical survey on political promotion is given, as also an outline on fundamental promotional methods used today. Furthermore, a comparison is drawn between the main elements of contemporary promotional strategies and Caesar's political activities, as well as between promotional tools used by Caesar and those used today. The author thereby concludes that Caesar handled the promotional tools (they are eight in number) at his disposal very effectively, even by today's standards. Also, he was very effective in dealing with public relations issues in a way very similar to methods used today.
Keywords
Gaius Julius Caesar; political marketing; advertising and promotion; public relations
Hrčak ID:
55492
URI
Publication date:
15.7.2010.
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