The study, Corporate Advertising in the 2019 Federal Constituency Elections: A Study of Taraba-South Senatorial Zone, was carried out to examine whether corporate advertising was used in the 2019 Federal Constituency Election in Taraba South Senatorial Zone. Survey research designed was adopted with questionnaire used as the data collection instrument. Simple random sampling method was adopted with 400 copies of the instrument distributed in the five local government areas of Taraba South Senatorial Zone. Out of the administered copies of the questionnaire, only 355 were returned and deemed valid. Therefore, 355 copies of the questionnaire, representing 89% were analyzed. Data obtained were analyzed both quantitatively and qualitatively. Findings showed that corporate advertising strategies such as visits to churches/mosques, messages on the media, press conferences, and sponsorship of projects, attending of social events in the constituency, providing scholarship for the youths among other things were effectively used in 2019 federal constituency elections in Taraba South Senatorial Zone to lure electorate in the election under study. Findings further revealed that even though corporate advertising influenced the electorate, there were other factors that influenced on the voting behaviour of candidates in the election under study. The study concluded that political parties and their candidates were not only aware but employed corporate adverting tactics in the elections under study. It therefore, recommended among others, that corporate communication approach by politicians in their efforts to influence electorate positively.
Vol. 1, No 2, pp. 1-13.