Abstract

The study investigated the relationship between marketing communication strategies and voters#x2019; behaviour in electioneering process, in Southern senatorial district of Cross River State, Nigeria. The purpose was to determine the effect and relationship of marketing communication strategies such as advertising, personal selling and relationship marketing in electioneering process. The survey research design was employed for the study. The sample for the study was 400 which was derived using the Taro Yamane#x2019;s formula of from a total number of 971, 470 Population from four local government areas (Calabar municipal, Calabar south, Akpabuyo and Odukpani). The stratified and systematic sampling was then used to select 100 respondents from each of the four Local Government Areas, in the following Political parties All Progressive Congress (APC), Peoples Democratic Party (PDP), and Labour Party (LP).