This paper is to analyze factors which make voters decide on candidates from theviewpoint of political marketing. In addition, this paper identifies how decision factors appeardifferently in accordance with the mass media contacted by voters. This will help inestablishing voter market segmentation strategies and political marketing strategies in theforthcoming election by identifying the voting behavior of voters shown in the most recentelection. Influential variables, are likewise defined to assist in analyzing how these affectvoting behavior as well as discovering the effect of political marketing. As a result of reviewing the effect of the mass media on perception about candidates,political parties, and the election campaign from a supplier aspect, overall, the effect of aninternet portal was the greatest. In the case of Jongpyeong TV, it had a positive effect onthe election campaign but it had a rather a negative effect on candidate factors. As massmedia that had a positive effect on involvement factors, public radio and internet portals wereincluded. Meanwhile, public TV had a negative effect. As for relationship factors, public radioand Jongpyeon TV had a positive effect whereas podcasting had a negative effect. Withrespect to overall situational factors, internet portals had the greatest effect. Meanwhile, theeffect of a newspaper was the greatest on public opinion or on issue factors whereas the effectof Jeongpyeon TV was more evident on public opinion factors and political factors. The political marketing techniques that may be proposed through this are as follows. First,it is use of a voter segmentation strategy. This means that above all it is necessary to selecta voter class to attract and then to set up a segmentation strategy aimed at them. Second, itis a voter targeting strategy. This implies that it is effective to establish an election campaignor image strategies aimed at target voters for each candidate after segmenting voters. Third,a political marketing mix strategy should be adopted rather than using all mass media in theelection. An election in Korean politics has limitations owing to ideological confrontation andregional composition; however, recently the need has grown for commending variousstrategies aimed at voters. Although this has a different aspect from marketing a certainproduct, it may be necessary to review marketing strategies from a non-profit aspect