International Journal of Arts and Humanities
Submit Paper

Title:
POLITICAL ADVERTISING STRATEGIES AND TACTICS: AN OVERVIEW

Authors:
Igbozuruike Romanus Chukwuemeka, Dr. Aririguzoh, Stella

Volume:2 Issue: 4

|| ||

Igbozuruike Romanus Chukwuemeka, Dr. Aririguzoh, Stella
Department of Mass Communication, Covenant University, Ota, Ogun State. Nigeria.

MLA 8
Chukwuemeka, Igbozuruike R., and Dr. Aririguzoh Stella. "POLITICAL ADVERTISING STRATEGIES AND TACTICS: AN OVERVIEW." Int. J. Arts&Humanities, vol. 2, no. 4, Apr. 2018, pp. 263-277, ijah.org/more2018.php?id=18. Accessed 2018.
APA
Chukwuemeka, I. R., & Stella, D. (2018, April). POLITICAL ADVERTISING STRATEGIES AND TACTICS: AN OVERVIEW. Int. J. Arts&Humanities, 2(4), 263-277. Retrieved from ijah.org/more2018.php?id=18
Chicago
Chukwuemeka, Igbozuruike R., and Dr. Aririguzoh Stella. "POLITICAL ADVERTISING STRATEGIES AND TACTICS: AN OVERVIEW." Int. J. Arts&Humanities 2, no. 4 (April 2018), 263-277. Accessed , 2018. ijah.org/more2018.php?id=18.

References
[1]. Abati, S. B. (2010). Impact of political advertising on Nigerian electorate. International Journal of Social Sciences and Humanities Reseach.Vol.4, issue 2, pp. (221-228). April -June 2016 Retrieved online from https://www.researchpublish.com
[2]. Aliede, J. (2013). Mass media and politics in Nigeria: A historical and contemporary overview. In I. E. Nwosu (Ed.). Polimedia: Media & Politics in Nigeria. Prime Targets Limited, 2 Chime Avenue, New Haven, Enugu. Nigeria. (pp.16-36)
[3]. Barnes, J. (2005). John F. Kennedy on leadership: The lesson and legacy of a president. Marvelous Publications. 17, Bale Street Ajegunle Apapa, Lagos.
[4]. Caywood, C. L. (1992). Integrated political marketing communications: Strategies and tactics. In C. Okigbo (Ed.).Marketing politics: Advertising strategies and tactics. APCON. pp.22-35 Generation press Ltd. Lagos.
[5]. Davies, G., Chun, R., Silva, R.V.D., & Roper, S. (2003). Corporate reputation and competitiveness. Routledge. 11 New Fetter Lane, London EC4P 4EE
[6]. Egan, J. (2007). Marketing Communications. Thomson Learning. High Holborn House, 50-51 Bedford Row. London WCIR 4LT
[7]. Gabbertas, M. (1992). Marketing politics in Britain: Saatchi's and Conservatives. In C. Okigbo (Ed.). Marketing politics: Advertising strategies and tactics. APCON. pp.74-83 Generation press Ltd. Lagos.
[8]. Hill, R., P. (1991). Political advertising in the 1990's: Expected strategies, voter responses, and public policy implication. In NA- Advances in Consumer Research volume 18. In Holma, R. H. and Lemom, M. R.S. (Eds.).
[9]. Ibraheem, I. A. (2014). Media and politics: A study of Nigeria 2011 general elections. In L. Oso, R. Olatunji, & N. Owens-Ibie. (Eds.). Journalism and media in Nigeria: context, issues and practice. Canada University Press. Concord Ontario Canada. pp. 410-427
[10]. Jacob, B. (n.d.). Political advertising as a tool in sustaining Nigeria's democracy. Retrieved online from https://www.google.com.ng/search?source=hp8cei=IONdwaSZ Marketing-Schools.Org. (2012). Events marketing. Retrieved online from www.marketing.schools.org/types-of-marketing/event-marketing.html
[11]. Nkamnebe, A. D. (2013). The nature and characteristics of political marketing: An analysis of the marketing-politics interface. In I. E. Nwosu (Ed.). Polimedia: Media & Politics in Nigeria. Prime Targets Limited, 2 Chime Avenue, New Haven, Enugu. Nigeria. (pp.185- 196)
[12]. Nzimiro, I. (1992). Critical issues in political advertising. In C. Okigbo (Ed.). Marketing Politics: Advertising strategies & tactics. APCON Generation Press Ltd. Lagos. pp. 1-11
[13]. Odigbo, B. (2013). Role of public relations and the mass media in building and sustaining democracy. In I. E. Nwosu (Ed.). Polimedia: Media & Politics in Nigeria. Prime Targets Limited, 2 Chime Avenue, New Haven, Enugu. Nigeria. (pp.174-184).
[14]. Ojekwe,W . G. (2015). Political Advertising Campaigns and Voting Behaviour: A Study of Akinwunmi Ambode's election ad campaign in Lagos. Retrieved on line from https://www.google.com.ng/search?source=hp8cei=IONdwaSZ
[15]. Okigbo, C. (1992). Marketing, Political Philosophy and Communication: A synergy In C. Okigbo (Ed.). Marketing politics: Advertising strategies and tactics. APCON pp. 118- 129. Generation Press Ltd. Lagos.
[16]. Ukase, P. I. (2015). Political parties and election/campaign financing in Nigeria: Interrogating the 2015 general election. Retrieved from https://www.google.com.ng/search?source=hp&ei=wZ4WsHmmhl
[17]. Worlu, R. (2010). Marketing Management for Political Parties. Macrowly Konsult. Plot 4 Airforce Road Eliozu junction, Port Harcourt, Nigeria

Keywords:
Political Advertising, Strategy, Electorate, Election

Abstract:
This paper examines political advertising strategies and tactics. The aim is to indicate that political advertising comprises many other communications tools other than general advertising. Thus it is pinpointed that political advertising is executed through integrated marketing communication's approach, comprising general advertising, public relations, events marketing, televised political debates, and others. Accordingly these components of political advertising are reviewed. Since the objective in using these varied communications tools is for the politician to persuade the electorate to prefer him to the opponents and vote for him during elections, this paper concludes that coordination and integration of these varied communications tools are required for optimization of campaign objective

Download Full Text