(University of Management and Technology Lahore, 2016) Ahmed, Ishtiaq
This study brings to light the election campaign strategies of political parties in general election 2013 and unveil the response of the voters of Lahore. Through the study of PML-N it is observed that PML –N used candidate based strategy but 43.59% voters of PML-N of Lahore were not inspired by campaign strategies rather they cast their votes because of the party affiliation.71 % voters were inspired by Shahbaz Sharif’s performance in previous Punjab government (2008 to 2013). It is also observed that 60% voters of PML-N did not like the candidate and 65% voters disliked the campaign tools and cast their vote because of party affiliation. Only 52% voters of PML-N focused on manifesto during the campaign.