POLICITCAL ADVERTISING IN ELECTIONAL PUBLICITY

U ovom radu daje se određenje izborne kampanje te se govori o organizaciji izborne kampanje i o izbornoj tehnici, efektivnosti izbornih kampanja, financiranju kampanja na primjeru RH i SAD-a, o izbornoj kampanji kao stimuliranju birača na glasanje, ulozi medija u predizbornoj kampanji, o političkom marketingu i odnosima s javnošću (PR) u izbornoj kampanji te o izbornoj strategiji. Komunikacija ima vitalnu ulogu medijacije poruka između javnosti i državne organizacije. Preduvjet je kvalitetnih odnosa s javnošću da se oni u kombinaciji s drugim sredstvima komunikacije neprimjetno stope s ostalim promidžbenim aktivnostima unutar cjelokupnih napora integriranih marketinških komunikacija.This paper is going to cover different varieties, organisational structure, techniques used, effectivness and financing of election campaigns using Croatia and USA as representative examples as well as the investigation of the election campaign as a stimuli that encourages people to vote, influence of the media during the pre-election stages of the campaign, political marketing, public relations (PR) and overall campaign strategy. Communication plays a vital role during mediating messages between the public and a state organization. Precondition for strong public relations lies in combining them with other means of communication in an insensible way through different promotional activities that exist within the domain of already integrated marketing communication channels