adsPoliticians justling for positions in 2027 elections may have the propensity to spend much of their campaign fund on Online platforms but marketing communication experts have cautioned that traditional media remain their bet for authenticity and believability in their campaign promises.
Moreso, on why the politicians should rely on above- the- line campaigns to sell their messages is that the literate class of Nigerians will be able to interpret their messages and shape the voting pattern.
But the marketing experts fear that politicians may still rely on social media as they did in 2023 elections for much of their campaigns principally to woo lower class of voters and secondly to avoid being easily dictated by anti-corruption agencies on how much they spent on campaigns.
Yinka Adebayo, Executive Director of MediaReach OMD who understands the pattern of media campaigns said he sees more political activities happening on social media.
“Many of them will be quiet on traditional media because if they spend so much, as it is easy to know, the anti-corruption agencies will ask questions”. He however said that the danger is that with social media the credibility of their messages will not be strong. “But the problem with social media is the fact that the authenticity or believability of their message stand the risk of being questioned”, he said.adsads
