Review article
Political Parties and Integrated Communication in Croatia and Serbia
Mirela Holy
orcid.org/0000-0003-1294-1978
; VERN’ - University of Applied Sciences, Zagreb
Abstract
Integrated Marketing Communication appeared in the 1980s in the United States, and is nowadays, besides companies, also used by political parties, because they recognized the importance of the synergic effects of advertising and public relations, but also of integrating the audience in the activities of the party. This paper makes use of questionnaires and content analysis of hypertext in order to examine whether the most influential political parties in Croatia and Serbia are informed about integrated marketing communication. Furthermore, the article examines whether these parties use integrated communications in their political activities and inquires how and for how long they have been applying this concept.
Keywords
political communication; integrated communication; strategy, synergy; Croatia; Serbia; political party
Hrčak ID:
174036
URI
Publication date:
27.12.2016.
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