Effect of Political Advertising on Voters’ Choice of Candidate: Emphasis on the 2015 Governorship Election in Imo State, Nigeria

Abstract

The study assessed the effect of political advertising on voters’ choice of candidate during the 2015 Governorship Election in Imo State, Nigeria. The study was motivated by the tense political atmosphere that pervaded the political landscape in the state prior to the gubernatorial election due to the incumbent governor’s defection to an opposition party and the resolve of other candidates in that election to take over the reins of power from the incumbent governor. To solicit votes or win the support of the electorate, candidates used political advertising among other strategies to sell their personality and party manifestoes. Political advertising of two notable candidates in that election (Rochas Okorocha of the All Progressives Congress, and Emeka Ihedioha of the Peoples Democratic Party) were studied. Key results showed that: there was significant relationship between voters’ exposure to political advertising and voters’ choice of candidate; voters’ choice of candidate in the 2015 guber election in Imo State was significantly influenced by unique selling propositions of candidates’ political advertising. Voters’ informed voting decision was significantly attributed to different message delivery patterns used. Also, the difference in message content of some of political advertising and the way  they were relayed in different advertising media did not significantly affect voters’ choice of candidate in that election, meanwhile  voters’ choice of candidate for an election significantly changed when presented with more believable facts by opponent’s advertising message. Based on these results, the study recommends that voters should always evaluate the content of candidates’ political advertisements and match the results with the observable character of candidates to ascertain if a candidate’s personality profile and party programmes fit into their choice criteria. Political marketing practitioners should see political advertising as a potent tool for candidate marketing and a vehicle to drive behaviour and attitude change.

Keywords: Political Advertising, Voters’ Choice, Candidate, Political Marketing, Unique Selling Proposition