Effect of marketing communication mix on eligible voters during political campaigns in Ilorin Metropolis
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Date
2018
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Publisher
Ilorin Journal of administration and development
Abstract
Individual aspiring for political positions must create a considerable level of awareness for eligible voters to vote for them marketing communication mix is a tool for creating awareness; this study therefore examine the effect of this marketing communication mix on voters during political campaigns in Ilorin Metropolis. The descriptive survey design was adopted for the study and the population for the study comprised of eligible voters from the three local government areas in Ilorin-Ilorin West, Ilorin East and Ilorin South. A sample of 369 respondents was taken out of which 282 respondents filled and returned the questionnaire. One research hypothesis was formulated for this study self-structured questionnaire designed in line with five points Likert format was used as instrument for data collection. The null hypothesis formulated was tested using multiple regression statistics at 0.05 alpha level. The findings revealed that marketing communication mix had significant effect on eligible voters during political campaigns; therefore, the alternative hypothesis was accepted. It was concluded that marketing communication mix is a tool that could be used by political aspirants. The study recommended that political aspirants should invest more on marketing mix during campaigns to achieve their set goals.
Individual aspiring for political positions must create a considerable level of awareness for eligible voters to vote for them marketing communication mix is a tool for creating awareness; this study therefore examine the effect of this marketing communication mix on voters during political campaigns in Ilorin Metropolis. The descriptive survey design was adopted for the study and the population for the study comprised of eligible voters from the three local government areas in Ilorin-Ilorin West, Ilorin East and Ilorin South. A sample of 369 respondents was taken out of which 282 respondents filled and returned the questionnaire. One research hypothesis was formulated for this study self-structured questionnaire designed in line with five points Likert format was used as instrument for data collection. The null hypothesis formulated was tested using multiple regression statistics at 0.05 alpha level. The findings revealed that marketing communication mix had significant effect on eligible voters during political campaigns; therefore, the alternative hypothesis was accepted. It was concluded that marketing communication mix is a tool that could be used by political aspirants. The study recommended that political aspirants should invest more on marketing mix during campaigns to achieve their set goals.
Individual aspiring for political positions must create a considerable level of awareness for eligible voters to vote for them marketing communication mix is a tool for creating awareness; this study therefore examine the effect of this marketing communication mix on voters during political campaigns in Ilorin Metropolis. The descriptive survey design was adopted for the study and the population for the study comprised of eligible voters from the three local government areas in Ilorin-Ilorin West, Ilorin East and Ilorin South. A sample of 369 respondents was taken out of which 282 respondents filled and returned the questionnaire. One research hypothesis was formulated for this study self-structured questionnaire designed in line with five points Likert format was used as instrument for data collection. The null hypothesis formulated was tested using multiple regression statistics at 0.05 alpha level. The findings revealed that marketing communication mix had significant effect on eligible voters during political campaigns; therefore, the alternative hypothesis was accepted. It was concluded that marketing communication mix is a tool that could be used by political aspirants. The study recommended that political aspirants should invest more on marketing mix during campaigns to achieve their set goals.
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Keywords
Marketing Communication mix, Political aspirant, Political campaign, Eligible voters, Election, Marketing Communication mix, Political aspirant, Political campaign, Eligible voters, Election