This paper presents the concept of political marketing and advertising in political marketing. With applying marketing concept to the political election process and political campaign has led to new challenges for today's political actors. The development of modern technologies, the mediatization of public space and the technical characteristics of new media also require certain changes in campaign management. Political advertising is an increasingly important and demanding element. In today's political market more than ever there is a large number of uninterested voters who do not recognize the ideologies of the party. Marketing concept means that the process starts out from voter's needs. Parties and candidates start from the needs of voters, they give them what they need and want. Different advertising tools are used in order for the message to be sent to the the targeted voters. Which tool will be used and to what extent it depends on a number of factors such as: the targeted audience, the financial capabilities, the type of message being transmitted. The new media are bringing new challenges that need to be adapted. Each of the tools has its advantages and disadvantages. Some of the advertising tools used are radio, television, print media, interpersonal communication, and internet as a new medium of political advertising. Examples of political parties will be shown that, with the help of new media, the message can easily reach the audience, if the advertising is properly targeted.