During political campaign the role of the media and political advertising

Political campaigns entail complex and concentrated communicationapplications executed by the political parties and leaders, who are candidatesfor coming to power, in order to reach and convince the voters. Today,political campaign planning and implementation, which has become aprofessional branch of business, is seen more frequently.All campaign managers aim at informing the voters regarding theirparties or their candidates, and convincing and gaining the support of thevoters. When making a preference among political parties, the votersevaluate and reach a decision on the basis of the differences rather than thesimilarities of the parties. Thus, the political campaign managers must devisetheir messages to emphasize why the voters should prefer their candidateover the other candidates.All voters are of great importance and priority as the target mass interms of outcome of the elections. Because it is not that easy to createmessages that shall satisfy all voters and make everyone at different pointsand with different interests, including those with conflicting interests, happyand to win their support. For this reason, campaign management shouldidentify the individuals forming constituent mass, of which the support isrequired to come to power, and determine the strategies and tacticsaccordingly; and should plan thoroughly the mass communication methodsand mass communication means to be used along with the timing strategy tobe applied.On the contrary to the classical campaign period, political campaignworks are very expensive processes, which need to be realized in a plannedand measured manner.New methods and techniques are being implemented in our countrywith the possibility of sharing with developed countries and following thedevelopments in said countries in line with the technological and globaldevelopments.Effective and productive use of mass communication means hasopened a new era in political campaign strategy. Political advertisementfilms, television, internet etc. means have provided access to a broadertarget mass in political advertising in addition to the printed media.