AN EVALUATE STUDY OF THE INFORMATION, EDUCATION AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY SELECTED NIGERIAN POLITICIANS: A STUDY IN POLITICAL MARKETING
The study which anchored on political marketing x-rayed various IEC strategies which Nigerian politicians use in promoting or marketing themselves and/or achieving their political interest. In Political Marketing, Social Marketing, publicity and public enlightenment campaign, the IEC strategy is understood as three salient parts making a whole. Each of these parts must be properly or systematically planned before the three are integrated to achieve any publicity public enlightenment and other campaign objectives. The IEC strategy sees information dissemination to the targets audience or market (Voters) as very important but it teaches also that we must go beyond information or awareness creation to the education stage which involves more vigorous explanation, instruction (e.g. how to get the best performance from a political leader) directions and other cognitive guides that will help the target audience to have better understanding of a politician or deeper knowledge about a politician or person being publicized promoted or marketed. The main problem the study focuses on is how Nigerian politicians use IEC strategies in marketing themselves, obtaining their elections goals and securing the approval of voters and the citizenry. Research objectives were framed to reflect this problem and others. Both primary and secondary sources of data were used. Survey research was used in obtaining relevant information from the respondents which include educated voters residing in the Southeast States of Nigeria and citizens of the Southeast residing elsewhere in Nigeria. A total of 370 respondents were sampled while descriptive statistics was used in the analysis and presentation of data. Based on the analysis of data it was found that the content of the various 1EC strategies used by Southeast Governor/politicians in marketing themselves to their target audience are ethical and persuasive. Again, the 1EC strategies used among the Southeast Governors/politicians strengthened the opinion and belief of the recipients about them or their target government to a more positive position. Speeches, new stories and posters are among the IEC materials Nigerian politicians use much more in reaching out to the people or their supporters. Conclusion and recommendations were made based on the preceding-findings.