Oglašavanje velikih stranaka i koalicija u kampanji za europarlamentarne izbore u Hrvatskoj 2019. godine

Europarlamentarni izbori novost su u Republici Hrvatskoj. S obzirom na to što se i kod ostalih izbora pokazuje problem niske izlaznosti, isti se preslikao i na europarlamentarne izbore. Građani Republike Hrvatske nisu u potpunosti upoznati s funkcijom Europskog parlamenta, kao ni njegovih dužnosnika, stoga je i interes bio nizak. Velike su političke stranke i koalicije Republike Hrvatske nedostatnošću, ili potpunim nepostojanjem marketinškog plana, pokazale odnos prema izborima, ali i prema svojim glasačima. Političke oglase bazirali su na površnim porukama, nedostajalo je europskih tema. Metode oglašavanja koje su se koristile pri europarlamentarnim izborima su oglasi u tisku, billboardi, televizijski spotovi, online mediji te društvene mreže. Oglašavanje na društvenim mrežama novi je pristup oglašavanju, gdje se pokušava doprijeti do ciljane dobne skupine glasača koja je do sada manje izlazila na državne i lokalne izbore. Iako se broj glasača povećao u odnosu na prethodne godine, njihov je broj i dalje daleko ispod prosjeka. Političari u Republici Hrvatskoj konstantno su glavni akteri brojnih afera, koje naizgled nemaju utjecaja na njihove političke karijere. Novinske kuće podrobno su izvještavale o neuspjehu, aferi i skandalu svakog od naših ministara i zastupnika, sadašnjih kao i budućih. Isto tako, neozbiljnost koja se očitovala u odnosu prema aferama, očituje se i u načinu oglašavanja i planiranju marketinških taktika. Naime, na osnovi vlastitog iskustva uvjerila sam se da ni velike koalicije nisu pravovremeno pripremile detaljne marketinške planove da bi na odgovarajući način pratile biračko tijelo. Političko oglašavanje sve je manje transparentno. Pri oglašavanju na društvenim mrežama nije moguće uvesti nadzor oglasa jer ne možete jasno razdijeliti što bi bio, a što ne politički oglas, posebice kada to u glavnini rade algoritmi, u manjoj mjeri ljudi. Dojmu smanjene transparentnosti sigurno pridonosi i nemogućnost velikih koalicija da dostave tražene podatke o planiranjuThe Republic of Croatia is not fully acquainted with the function of the European Parliament, or with its officials, because of which the interest was low. The major political parties and coalitions of the Republic of Croatia, by the inadequacy or complete non-existence of a marketing plan, showed their attitude towards the elections, but also towards their voters. Political advertisements were based on superficial messages; there was a lack of European topics. The advertising methods used in the European elections are advertisements in the press, billboards, television spots, online media, and social networks. Advertising on social networks is a new approach to advertising, where it tries to reach the target age group of voters who have so far been less likely to go to state and local elections. Although the number of voters has increased compared to previous years, their number is still far below average. Politicians in the Republic of Croatia are constantly the main actors in numerous scandals, which seemingly have no impact on their political careers. Newspapers reported in detail on the failure, affair, and scandal of each of our ministers and representatives, current as well as future. Likewise, the frivolity that manifested itself in the attitude towards scandals is also manifested in the way of advertising and planning of marketing tactics. Namely, based on my own experience, I was convinced that even large coalitions did not prepare detailed marketing plans in time to properly monitor the electorate. Political advertising is becoming less transparent. When advertising on social media, it is not possible to introduce monitoring of advertisements because you cannot clearly divide what would be and what would not be a political advertisement, especially when it is mostly done by algorithms and not by people. The impression of reduced transparency is certainly contributed by the inability of large coalitions to provide the required data on marketing campaign planning and disposition of funds. The impression of reduced transparency certainly contributes inability of large coalitions to provide the required data on marketing campaign planning and disposition of funds