This paper discusses the roles of political marketing in the creation of image of politicians and political parties. Political marketing through its definition of the respective authors show that is widely used, not only in political communication but also in other scientific, informational and economic disciplines. Political communication is an essential part of political marketing. Communication that is processed through two elections, showed that there are different ways of turning to the public. The role of the media, especially new media allows mass communication to all interested groups of people who want to be part of an electoral-political comb. Two-way communication through development of new media (the Internet), is faster growing way of communication, especially among politicians and the public. The Internet is a tool that can be used in political communication, and in political marketing. Political campaigns in Croatia still deal with the problems of the past and must finally begin to build some new images of politicians, and thus leave the hope that in the future, participants of some new political choices will try to build a new economic development changes (reforms) in Croatia as well as new trends in governance, setting professional people in the Croatian politics.