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2011 (Vol. 3, Issue: 1)
Article Information:

Political Marketing Strategies and Democracy in Nigeria

R.A. Gbadeyan
Corresponding Author:  Rotimi Ayodele Gbadeyan 

Key words:  Election, media strategies, Nigeria, politics, political marketing, ,
Vol. 3 , (1): 8-17
Submitted Accepted Published
2010 December, 11 2011 January, 03 2011 February, 15
Abstract:

Political organizations often want to win election contests. This consequently makes them to work out means through which this can be done. In the process they are faced with the problem of choosing the correct and best means to achieve this result. This paper aims at examining if there is best political marketing strategy political organizations can rely on in winning elections. The study also wishes to examine whether differences exist in the methods through which political organizations maximize voterís support. 1531 respondents were selected from three Local Government Areas which formed Ilorin city and its environs. The Sample units were reached through 15 Research Assistants specifically trained for the research work (5 Research Assistants each for a Local Government), who randomly distributed questionnaire to the selected respondents. Stepwise regression and Chi-square were the statistical techniques used to test the hypotheses raised in the study. Result indicates that Voterís support is the best political marketing strategy used by Political organizations, followed by Positive Publicity to win elections. It was also revealed that the methods used by political organizations to maximize voterís support are in different proportion and variance, for instance, in the study presenting credible and acceptable candidate for election was the method through which political organization maximizes its voterís support. The study recommends that the use of money to influence electoratesí voting behaviour should be discouraged and campaign information needs to be reliable and dependable amongst others.
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  Cite this Reference:
R.A. Gbadeyan, 2011. Political Marketing Strategies and Democracy in Nigeria.  Asian Journal of Business Management, 3(1): 8-17.
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ISSN (Online):  2041-8752
ISSN (Print):   2041-8744
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