Acta Politica Polonica

Political marketing tool is inherent in the business of politicians in contemporary reality. After 1989 there was a big change in the presentation of politicians. The mechanisms of the free economy has moved into the realm of politics. Created a system of competition and pluralism associated with the views, the modes of presentation, strategies action. Politicians niche (non-mainstream) try to use marketing tools to gain more social support, and ultimately achieve electoral success. This article attempts to examine the effectiveness of selected activities in the field of political marketing during election campaigns by candidates who are not counted among the favorites. The influence of marketing on the outcome of the election (a term depending on the direction and strength of these two variables). Working erected question: to what extent a successful electoral candidates niche (or failure) corresponds to the effective use of the tools of political marketing, and to what extent determine the other factors? The analysis was performed, examining ways of conducting election campaigns of candidates for presidents elected at different times (years 1990–2015). The study was based on a review of key elements of political marketing: strategy election results of surveys, image creation media, political public relations. An attempt was made to determine which of these tools (the use of) produces the best results. For better comparison and transparency of research results, all candidates were selected from among those not considered the favorite (niche, non-mainstream).