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Department of Marketing, University of Calabar, Nigeria

Author

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  • Glory Basil

    (Department of Marketing, University of Calabar, Nigeria)

  • Agnes E. Bassey

    (Department of Marketing, University of Calabar, Nigeria)

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.

Suggested Citation

  • Glory Basil & Agnes E. Bassey, 2016. "Department of Marketing, University of Calabar, Nigeria," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 2(9), pages 20-28, August.
    • Handle: 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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    References listed on IDEAS

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    1. Tsang, Eric W. K., 2014. "Old and New," Management and Organization Review, Cambridge University Press, vol. 10(03), pages 390-390, November.
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