POLITICAL COMMUNICATION MANAGEMENT. PRACTICAL ASPECTS OF ADVERTISING POLITICAL COMMUNICATION MANAGEMENT
https://doi.org/10.18384/2224-0209-2024-3-1483
Abstract
Aim. To analyze modern theoretical aspects of political advertising and form a matrix of advertising political communication management.
Methodology. To achieve this goal, the author conducted a review of scientific studies of political advertising by Russian and foreign authors. The data of VCIOM (Russia Public Opinion Research Center) and other sociological services were also analyzed, as well as the results of political advertising campaigns conducted at different times in the regions of the Russian Federation and foreign countries. The obtained material was structured to create a matrix of political communication management and to detail the stages of advertising political communication management. The work mainly relies on analytical and descriptive methods. The statistical material, which has not been previously involved in research on advertising political communication, was generalized.
Results. In the course of the study, the authors have identified two main categories of issues that subjects of advertising communication may face: 1) issues related to the organization of the distribution of advertising materials (which does not correspond to the approved address programs or media plans, or the efficiency of the staff distributing advertising materials does not correspond to the established KPIs); 2) issues related to the content and quality of the production of advertising materials (quantitative or qualitative indicators of audience reaction do not correspond to the established KPIs). The options for eliminating or leveling these problems are proposed.
Research implications. For the first time a multifaceted analysis of modern theoretical aspects of political advertising has been carried out. In addition, the article presents a definition of this phenomenon and a classification of political advertisement according to various criteria (by goals and types of advertising platform). The key management stages of political advertising communication are described in detail. The results obtained can be used in practice in developing a strategy for advertising campaigns at the federal and regional levels.
About the Author
Vartan E. Sarkisov
Russian State Social University
Postgraduate Student, Department of Political Science and Applied Political Work
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