ABSTRACT
Political campaigning belongs among the innovations in the public sphere which were introduced to Czech society after the socio-political changes which began in the fall of 1989. With the process of democratization, the former Czechoslovakia and the Czech Republic as its successor since 1993 accepted methods of contemporary political marketing and advertising. Marketing itself is determined and shaped by the specific Czech socio-political context, including the dynamics of public sphere, public, political parties and media agendas, legal framework, and economic situation. The fundaments of the political system of the Czech Republic have been developing within the framework of former Czechoslovakia since 1989, when the political and economic structure of the Soviet Union and its Eastern satellites collapsed. There are several types of elections in the Czech Republic: election to the House of Representatives, election to the Senate, regional and local elections and since 2013 direct election of the president.
