أثر الاتصالات التسويقية السياسية في الصورة الذهنية للدولة : دراسة حالة-جمهورية السودان

الملخص EN

Building a mental image of the state depends not only on advertising and communication activity; it must be accompanied by a full political marketing communication activity, this study aimed to identify the relationship between the political contacts and the mental image of the country.

This study followed the descriptive approach.

The research rely on a random sample.

470 questionnaires were distributed and 396 were collected.

This means that 93.

1% we use "Multiple regression Cronbach's alpha" to examine the study hypothesis.

The study found that there is no relationship between political advertising and the emotional image.

It also created a strong negative correlation between political public relations and the three components of the mental image.

The study recommended a number of theoretical and practical proposals for decision makers and academics to consider in the future.