Department of Marketing, University of Calabar, Nigeria

Glory Basil and Agnes E. Bassey
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Glory Basil: Department of Marketing, University of Calabar, Nigeria
Agnes E. Bassey: Department of Marketing, University of Calabar, Nigeria

International Journal of Management Science and Business Administration, 2016, vol. 2, issue 9, 20-28

Abstract: The study examined application of marketing communication tools by political parties in campaign programs in Cross River State in repositioning Nigeria. Campaign programs have been marred with the use of thugs for rallies, attacks, programs and ideologies between opposing political parties. In order to curb these problems, the study examines the effect of advertising, word-of-mouth marketing, and public relations in campaign programs. Survey research design was adopted, in which questionnaire were administered to 200 respondents in four local government Area in Cross River State. Three hypotheses were formulated and tested at 0.05 level of significance. The results show that marketing communication tools enhance political campaign programs. It was, therefore, recommended that political parties should employ the use of intense advertising without intemperate words to achieve campaign objectives peacefully.

Keywords: Marketing communication; Political parties; Advertising; Word-of-mouth marketing; Public relations; Campaign programs (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:2:y:2016:i:9:p:20-28

DOI: 10.18775/ijmsba.1849-5664-5419.2014.29.1002

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