Integrated marketing communications in electoral marketing

Abstract

The article considers the important problem of electoral marketing associated with the use of marketing communications in its implementation process. Two main groups of marketing communications are analysed: the first group are those communications that are adapted to the political and electoral marketing from the commercial marketing (political PR, political advertising, ВТL); the second group are specific communication techniques, which are used in electoral marketing: event marketing, management news, direct marketing, direct mail, telemarketing, telephone marketing, internet and etc. Attention is focused on the necessity of complex use of these integrated marketing communications in the framework of integrated marketing communications.