Introducing effective factors in media mix of electoral campaigns (Case of electoral campaigns for Parliament in city of Rasht)

Document Type : Original Article

Authors
Yaser Alijani Pourhosseini 1
Datis Khajeheian 2
Hamidreza Karkeh Abadi 3
1 M.A in Media Management, University of Tehran
2 Department of Business Management, Faculty of Management, University of Tehran
3 Ershad University of ŮŽDamavand
10.22034/jcsc.2023.120303.2071
Abstract
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.
Keywords
Advertising Management
Media Mix
electoral campains
Political Marketing
Thematic Analysis
Cultural Studies & Communication
Volume 22, Issue 82
Spring 2026
Pages 415-448