POLITICAL MARKETING ADVERTISING AND CANDIDATE MARKETABILITY IN RIVERS STATE.

Abstract

Political marketing advertising has become a central feature of modern electoral campaigns, serving as a strategic communication tool through which political actors seek to attract public attention and shape voter perceptions. This study examined the relationship between political marketing advertising and candidate marketability in Rivers State, Nigeria, with particular emphasis on three indicators: name recognition, favourability, and electoral viability. A quantitative research approach was employed using a descriptive survey design to collect data from registered voters across selected local government areas in the state. Data were gathered through a structured questionnaire and analysed using the Pearson Product Moment Correlation (PPMC) with the support of the Statistical Package for the Social Sciences (SPSS). The results indicated a very strong and statistically significant relationship between in political marketing advertising and candidate name recognition (r = 0.909, p < 0.05). A similarly strong positive relationship was found between political marketing advertising and candidate favourability (r = 0.873, p < 0.05). In contrast, the relationship between political advertising and electoral viability was positive but moderate (r = 0.528, p < 0.05). These findings suggest that while political marketing advertising substantially enhances candidate visibility and contributes to the formation of favourable voter perceptions, its influence on perceived electoral competitiveness is comparatively limited and mediated by other political marketing and contextual factors. The study concludes that political marketing advertising remains an important component of campaign strategy in Rivers State, but its effectiveness is maximised when integrated with broader political mobilisation and organisational efforts.