Iranian Association of Cultural Studies & Communication Cultural Studies & Communication 2008-5575 22 82 2026 03 21 Introducing effective factors in media mix of electoral campaigns (Case of electoral campaigns for Parliament in city of Rasht) Introducing effective factors in media mix of electoral campaigns (Case of electoral campaigns for Parliament in city of Rasht) 415 448 706393 10.22034/jcsc.2023.120303.2071 FA Yaser Alijani Pourhosseini M.A in Media Management, University of Tehran Datis Khajeheian Department of Business Management, Faculty of Management, University of Tehran 0000-0001-9913-3732 Hamidreza Karkeh Abadi Ershad University of َDamavand Journal Article 2020 03 05 Electoral campaigns have become more similar to commercial advertising campaigns, aiming to transfer the message to the target audiences in the most influencing way. by emergence of digital media and social networks, audiences have alternative choices and this has made the transfer of message more complicated and difficult than past. the present article has used thematic content analysis for interviews that conducted with practitioners of previous campaigns in the city of Rasht, extracted the effective factors for media mix of electoral campaigns. model of PESO is used as the theoretical framework for the research. findings are presented in 7 tables of content analysis, including axial and pivotal codings. it is expected that the results of this research will be used for designing more effective and influencing mix of media channels for transfer of campaigns' messages to the target audiences and also to resulted better means for introducing and evaluation of performance of media in political and electoral campaigns. Electoral campaigns have become more similar to commercial advertising campaigns, aiming to transfer the message to the target audiences in the most influencing way. by emergence of digital media and social networks, audiences have alternative choices and this has made the transfer of message more complicated and difficult than past. the present article has used thematic content analysis for interviews that conducted with practitioners of previous campaigns in the city of Rasht, extracted the effective factors for media mix of electoral campaigns. model of PESO is used as the theoretical framework for the research. findings are presented in 7 tables of content analysis, including axial and pivotal codings. it is expected that the results of this research will be used for designing more effective and influencing mix of media channels for transfer of campaigns' messages to the target audiences and also to resulted better means for introducing and evaluation of performance of media in political and electoral campaigns. https://www.jcsc.ir/article_706393_36e782271595fdeafba8208957dc2deb.pdf