ADVERTISING AND PUBLIC RELATIONS IN POLITICAL MARKETING IN NIGERIA; COMPLEMENTARY ROLE
Abstract
This study has the objective of highlighting the complementary role of advertising and public relations in political marketing in Nigeria as cardinal for political marketing service delivery. It is a survey research based study, hence involved the use of copies of structured questionnaire administered one hundred and nine (109) senatorial districts in Nigeria at 5 (five) per district, across 18 (eighteen) major registered political parties. Samples were drawn based on the convenient and judgemental sampling techniques. Opinions expressed by respondents were scaled using the modified Likert ranking scale. Hypotheses were tested and analyzed using the Analysis of Variance (ANOVA) Statistical tool. Findings show that advertising messages in content, contest and structure have positive influence on political parties’ market offer acceptance in Nigeria; it also shows that public relations activities create and sustain positive and significant relationship with political parties’ advertising as basis for influencing voters’ behaviour. However, the principles of public relations are poorly integrated for expected functional publicity that aid the marketing of the political parties’ candidates, programmes, events and ideologies, hence expected synergy between advertising and public relations is poor. Recommended are efficiency in political parties’ projection based on the adoption of the services of good quality party personnel in calls, talk shops and website inquiries and management; the need for good quality parties membership acquisition and retention campaign and plans; improvement in parties’ differential positioning strategies for electorates’ acceptance; good quality personal interact between political parties leadership and the electorates with background public relations events for improved positive gossips and for referral activities in favour of the political parties.
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