1

A COMPARATIVE EVALUATION OF THE EFFECTIVENESS

OF THE USE OF PUBLIC RELATIONS AND ADVERTISING

STRATEGIES BY SELECTED GOVERNMENT AGENCIES IN

MOBILIZING SUPPORT FOR DEVELOPMENT IN NIGERIA

BY

ONYESOH JOY ADA

PG/MSC/08/47570

INSTITUTE FOR DEVELOPMENT STUDIES

UNIVERSITY OF NIGERIA

ENUGU CAMPUS

NOVEMBER, 2011

2

A COMPARATIVE EVALUATION OF THE EFFECTIVENESS

OF THE USE OF PUBLIC RELATIONS AND ADVERTISING

STRATEGIES BY SELECTED GOVERNMENT AGENCIES IN

MOBILIZING SUPPORT FOR DEVELOPMENT IN NIGERIA

BY

ONYESOH JOY ADA

PG/MSC/08/47570

BEING A RESEARCH PROJECT SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

MASTERS OF SCIENCE DEGREE IN DEVELOPMENT STUDIES

OF THE UNIVERSITY OF NIGERIA, ENUGU CAMPUS, EUNGU,

NIGERIA

SUPERVISOR:

PROF. IKECHUKWU .E. NWOSU, Ph.D

NOVEMBER 2011

3

CERTIFICATION

I, ONYESOH JOY ADA certify hereby that the work embodied in this

research project work is original and has not been submitted in part or in full

for any masters degree programme in this University or any Institution of

higher learning.

ONYESOH JOY ADA

PG/MSC/08/47570

4

APPROVAL PAGE

JOY ADA ONYESOH, A Master student in the Institute for Development

Studies with Registration No PG/MSC/08/47570 has satisfactorily

completed the research project requirement for the award of the masters

degree in Development Studies.

__________________ ____________________

Mr Umoh B. D Umoh Date

Deputy Director

__________________ ____________________

Prof Osita Ogbu Date

Director

5

DEDICATION

To my friend, love, jewel of inestimable value, mentor and husband, for all

the support, guidance, love and for believing in me. To my beautiful and

wonderful kids, OGB, JBN and Adaeze, you are the best. I love you all.

6

ACKNOWLEDGEMENTS

First of all, my thanks go to my supervisor, Late Prof Ikechukwu Nwosu,

whose confidence and fatherly pat spurred me into completing this work. Mr

B.D Umoh and Dr Victoria Ogakwu, whose comments, persistence and

guidance saw me through.

I am indebted to my parents Chief and Mrs Levi Onwukwe, who laid the

foundation for a very solid beginning. To my most dependable and caring

brothers Ozo, Ugo and Neme, you all always come through for me.

Finally, to all those, who one way or the other contributed to the success of

this work, I appreciate you all.

7

ABSTRACT

This study evaluated the effectiveness of the use of public relations and

advertising strategies by selected government agencies in mobilizing

people’s support for development, with Awka south local government area

as case study. Four hundred persons were randomly selected for an in-depth

study of the variables of interest. The study focused on the National

Orientation Agency (NOA), the National Agency for Food, Drug

Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) as the government agencies. The study is

descriptive and inferential in nature, data from primary and secondary

sources were used in the evaluation of the study. The use of tables, charts

and simple percentages as basic statistical techniques were employed to

analyze the raw data that was got from primary and secondary sources. The

raw data was subsequently subjected to chi square test for proportion as a

major tool for hypothesis testing and analysis. Mobilizing people for

development requires persuasive effort with good communication strategies

geared towards appealing to them, hence the need to evaluate the efficiency

and effectiveness of public relations and advertising in mass mobilization.

Findings revealed that people are aware of the mobilization campaigns of

the National Orientation Agency (NOA), the National Agency for Food,

Drug Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) and that public relations and advertising

strategies are effective in mobilizing people for development. It was

therefore concluded that for an effective mass mobilization campaign, a

good and effective public relations and advertising programme must be in

place to bring about the needed behavioral change. Finally it was

recommended among other things that government agencies should

understudy the possibility of appealing to different tribes and ethnic groups.

8

TABLE OF CONTENTS Title Page i

Certification ii

Approval Page iii

Dedication iv

Acknowledgements v

Abstract vi

Table of Contents vii

List of Tables ix

List of Figures x

CHAPTER ONE: INTRODUCTION 1.1 Background of the Study 1

1.2 Statement of Research Problem 3

1.3 Objectives of the Study 4

1.4 Research Questions 4

1.5 Research Hypothesis 5

1.6 Significance of Study 6

1.7 Limitations of the Study 7

1.8 Delimitations 7

1.9 Definition of Terms 7

References 9

CHAPTER TWO: LITERATURE REVIEW

2.1 Conceptual Framework 10

2.1.2 The Concept of Advertising 14

2.1.3 Public Relations and Advertising Synergy 17

2.1.4 Mass Mobilization 18

2.2 Theoretical Framework 20

2.2.1 The Democratic-Participant Media Theory 20

2.2.2 The Social Responsibility Theory 20

2.2.4 The Agenda Setting Theory 21

2.2.5 The ACADA Communication Planning Matrix 21

2.2.6 The 5Ps Model of Social Marketing 24

2.2.7 The Synergistic Communication for Development

Strategy (SCD) 27

2.3 Background Review/Corporate Profile of the Selected

Organizations Under Study 28

2.4 Critical Analysis and Summary of Literature Review 42

CHAPTER THREE: RESEARCH METHODOLOGY 3.0 Introduction 53

3.1 Research Design 53

3.2 Sources of Data Collection 53

9

3.2.1 Primary Data 53

3.2.2 Secondary Data 54

3.3 Population of Study 54

3.4 Population Size 54

3.5 Sampling Procedure 55

3.6 Sample Size 55

3.7 Distribution of and Return of Questionnaire According

To the Sample Size 56

3.8 Instrument for Data Collection 56

3.9 Method of Data Collection 57

References 58

CHAPTER FOUR 4.1 Data Presentation 59

4.1.1 Questionnaire Return Rate 59

4.2 Social and Demographic Characteristics of Respondents 59

4.2.1 Distribution of Respondents by Sex 59

4.2.4 Distribution of Respondents by Educational Qualification 61

4.3 Analysis of Research Questions 62

4.4 Test of Hypotheses 75

CHAPTER FIVE: SUMMARY OF FINDINGS AND DISCUSSION 5.1 Summary of Findings 84

5.2 Discussion on Findings 86

CHAPTER SIX: CONCLUSIONS AND RECOMMENDATIONS 6.1 Conclusion 89

6.2 Recommendations 90

Bibliography

Appendix

10

LIST OF TABLES

Table 1: Questionnaire Return Rate 59

Table 2: Respondents Awareness Level 63

Table 3: Responses of Respondents on their Awareness of

the Target Development 64

Table 4: Response of Respondents on if the Target

Beneficiaries 65

Table 5: Responses of Respondents on if Target

Beneficiaries 66

Table 6: Responses of Respondents on the Acceptance

of Mass Mobilization 68

Table 7: Responses of Respondents on whether the

Development Beneficiaries 70

Table 8: Responses of Respondents on the Effectiveness of

Public Relations in Achieving the Mass

Mobilization 71

Table 9: Responses of Respondents on the Effectiveness of

Advertising in Achieving the Mass Mobilization 72

Table 10: Responses of Respondents on the Effectiveness

of Public Relations 73

Table 11: Responses of Respondents on the Whether

Advertising Strategies 74

11

LIST OF FIGURES Figure 1.0: UNICEF Communication Handbook for Polio Eradication

and Routine EPI 22

Figure 2.0: 5 Ps Model of Social Marketing 25

Figure 1: Distribution of Respondents by Sex 60

Figure 2: Distribution of Respondents by Age 60

Figure 3: Distribution of Respondents by Marital Status 61

Figure 4: Distribution of Respondents by Educational Qualifications 62

12

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Integrated marketing communication is a concept of marketing

communications planning, which recognizes the added value of a

comprehensive plan. This plan evaluates the strategic role of variety of

communication disciplines, example advertising, sales promotion public

relations and combines these disciplines to provide clarity, consistency and

maximum communications impact (Schultz 1993:17). Zikmud and d’ Amico

(1996:490) see it as a process in which all elements of the promotional mix

are co-coordinated and systemically planned to be harmonious.

It is also a process which involves the management and organization of all

agents (individuals or organizations involved in marketing communication

process) in the analysis, planning, implementation and control of all

marketing communications contacts (any personal and non- personal

communication between selected audience members and organization). Also

the media messages and promotional tools are focused at selected target

audiences in such a way as to derive the greatest economy, efficiency,

effectiveness, enhancement and coherence of marketing communication

efforts in achieving pre-determined products (refers to brands, goods,

services and any specific object of promotions and any specific object of

promotion and can include, for example, events and personalities) and

13

corporate marketing communication objectives (pickton and Brodeick

(2001L 67), hence integrated marketing communications attempts to

influence establish, extended or relate to various groups or publics for

particular purpose- generally to promote good image.

It was the realization of this pervading role of marketing communications

that the federal government formed the National Orientation Agency

(NOA), the National Agency for Food, Drug Administration and Control

(NAFDAC) and the Independent National Electoral Commission (INEC),

for the purpose of mass mobilization.

Mass mobilization is the process of awakening the consciousness of a

people to the resources at their disposal and also motivating and energizing

them to utilize their resources collectively for an overall improvement of

their living condition. Mobilization is a re-orientation and organizational

exercise which instills discipline, upgrades and raises peoples’ awareness

and thereby unfolds their creative, productive and innovative abilities to

transform the available natural resources into goods and services, Thus these

government agencies were established by the government in a bid to

organize, educate and enlighten the masses.

This study is an attempt to find out the effectiveness of the use of public

relations and advertising strategies by selected government agencies such

as National Orientation Agency (NOA), the National Agency for Food,

Drug Administration and Control (NAFDAC) and the Independent National

14

Electoral Commission (INEC) in mobilizing support for development in

Nigeria.

1.2 STATEMENT OF RESEARCH PROBLEM

Involving people in originating and shaping any effort that will help develop

them and society is vital for development. To mobilize people at any level

would require persuasive effort with good communication strategies geared

towards appealing to them in a convincing manner. Hence, the need of how

to evaluate the efficiency and effectiveness of public relations and

advertising in mass mobilization.

There is also the problem of finding out how the mass react or perceive

public relations and advertising messages when they hear or see it and if

public relations and advertising messages make people change their views

about issues positively or negatively.

The reaction of people to public relations and advertising messages of the

National orientation Agency (NOA), National Agency for Food, Drug

Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) is another issue that this study intends to

research on.

1.3 OBJECTIVES OF THE STUDY

15

This study has as its main objective: ‘A comparative analysis of the use of

public relations and advertising strategies in mobilizing peoples support for

development. The specific objectives are as follows.

i. To determine the awareness level among target development

beneficiaries affected by the mobilization campaigns of the

government organization under study using public relations and

advertising.

ii. To find out through which channels people receive the campaign

information on mass mobilization.

iii. To determine the level of acceptability of the mobilization campaign

information by the target groups.

iv. To know if public relations and advertising are effective in achieving

mass mobilization objectives in the organizations under study.

v. To compare the differential impact or effectiveness of public relations

and advertising strategies in the mobilization campaigns of the

organizations under study.

1.4 RESEARCH QUESTIONS

(1) What is the awareness level among target development beneficiaries

affected by the mobilization campaigns of the Government agencies

under study using public relations and advertising?

(2) Through which channels do people receive the campaign information

on mass mobilization?

16

(3) What is the level of acceptability of the mobilization campaign

information by the target groups?

(4) Are public relations and advertising effective in achieving the mass

mobilization objectives of the organizations under study?

(5) Is there any comparison of the differential impact or effectiveness of

public relations and advertising strategies in mobilization campaigns

of the organizations under study?

1.5 RESEARCH HYPOTHESIS

1. Ho: The awareness level among target development beneficiaries

affected by the mobilization campaigns of the government

agencies under study using public relations and advertising is not

high.

2. Ho: There are no channels through which people receive the Campaign

information and mass mobilization.

3.Ho: The acceptability level of the mobilization campaign information

by the target groups is not high.

4. Ho: Public relations and advertising are not effective in achieving the

mass mobilization objectives of the organizations under study.

5. Ho: There is no comparism of the differential impact or effectiveness of

the impact strategies in the mobilization campaigns of the

organizations under study.

17

1.6 SIGNIFICANCE OF STUDY

The study explores the effectiveness of the use of public relations and

advertising strategies by selected government agencies in mobilizing people

support for development. This study will therefore be significant in these

ways.

Practically, government, policy makers and administrators will find this

study very useful in their policy formulation and implementation as it

concerns mass mobilization. It will also aid the government (Federal, State

and Local) agencies by way of providing information as to the channels to

use in creating awareness and the target group to focus on (depending on the

programme) in mobilizing people for development.

Theoretically, the study would aid and contribute to the existing literature on

mass mobilization of people for development, strategies and uses of

integrated marketing communication for mobilization. It will also be of

importance to researchers and students especially in the social science and

development studies.

1.7 LIMITATIONS OF THE STUDY

This study is limited to the educated elites and opinion leaders or moulders.

18

The researcher is constrained by time and limited by financial

considerations as well. The study is affected by socio-political differences of

the masses but can still provide relevant and necessary research weights.

1.8 DELIMITATIONS

The study only concentrated on evaluating the use of public relations and

advertising as a means of executing mass mobilization programmes or

campaigns by the National Orientation Agency (NOA), The National

Agency for Food, Drug Administration and Control (NAFDAC) and the

Independent National Electoral Commission (INEC)

1.9 DEFINITION OF TERMS

Public Relations: A deliberate or sustained effort to establish and maintain

good and mutual understanding between an organization and its publics

(Jefikins etal 1980).

Advertising: It is any paid form of no- personal presentation and promotion

of ideas, goods or services by an identified sponsor (Nwosu 2007:7).

National Orientation Agency: This is a government agency established by

decree 100 of August 1993 which has the mission of raising the awareness,

providing timely and credible feed back to government, adequately

informing and mobilizing citizens to promote peace, harmony and national

development (NOA, 2008).

19

National Agency for Food, Drug Administration and Control

(NAFDAC): This is an Agency of Government established by decree 15 of

1993 to regulate and control the importation exportation, manufacture,

advertisement sale and the use of drugs, cosmetics, medical devices, bottled

water and chemicals.

The Independent National Electoral Commission (INEC)

This is agency with the mandate of organizing, undertaking and supervising

all elections in Nigeria.

REFERENCES

Jefkins F, and Yadin, D. (1980) Public Relations, Harlow: person education.

20

Nwosu, I.E. (2007), “principles, methods, models and theories of sustainable

human development: An Afro-centric overview and introduction of the

synergistic communication for development (SCD) strategy” in Nwosu,

I.E, Fab-ukozor, N.T, Nwodu, L.C (ED) communication for sustainable

human development: A multi-perspectival approach, Enugu: ACCE.

Pickton, and Broderick, A. (2001), Integrated Marketing Communication,

London: Prentice Hall.

Schultz, D.E. (1993), integrated marketing communications: may be

definition is in the point of view” marketing News, January 18.

Zikmund, and Michael, L.A. (1996), Marketing, St. Paul:

West publishing co.

21

CHAPTER TWO

LITERATURE REVIEW

2.1. CONCEPTUAL FRAMEWORK

The Concept of Public Relations

Public relation has been as old as man. But modern public relations as a

distinct discipline and management form is relatively new and often

misunderstood, as a result there are many definitions (Nwosu 2001).

Black (1990) defined public relations as the art and science of achieving

harmony with the environments through mutual understanding based in truth

and full information. This goes to show that you cannot have true and full

information without regular and efficient two way communication between

the organization and its publics. This is why public relations have been

sometimes described as corporate communication management.

Public relations have also been defined by the British Institute of public

relations as the deliberate, planned and sustained efforts to establish and

maintain understanding between an organization and its public. This

definition has been expanded as the management function that marries or

reconciles public opinion and interests with corporate interest and polices

for their mutual acceptance and mutual benefits (Nwosu, 1992). Nwosu

(1996), while defining public relation, from a non- sensical point of view

22

defined it as being based on utter ignorance, shallow knowledge and pure

mischief on the part of the definers.

Nwosu (1996), went further to describe the common sensical definition of

public relation as those based on common sense and gave examples of such

definitions. Nwosu (1990, 1996) in a technical or professional definition of

public relation said that they are those definitions that are based on proper

and deep understanding of the theory and practice of modern public

relations as a management function which are also based on thorough

research, experience and deep thought of the role of public relations in

mortem corporate entities in business, government sectors.

Jefkins cited in Nwaizugbo (2004) defines public relations as consisting of

all forms of planned communication outward and inward between an

organization and its public for the purpose of achieving specific objectives

concerning mutual understanding.

According to Eke (1993) every government is expected to report to its

citizens and this can be done by communicating effectively to them. It is

expected to keep the citizenry informed about government’s plans and what

is expected of them. It is only through the adequate passage of information

that the image of the government could be explained interpreted and

clarified. The degree of importance attached to government’s policies

depends on the public’s understanding and knowledge of the policies.

23

Smooth and adequate information flow enhances good relationship and rate

of development. Ajaegbu (1976:48), noted that government information can

play a vital part in the cause of good administration by exploring the impact

of new social forces and discovering strains and tensions.

In Nigeria, the degree of information flow between the government and her

public is low. Many a time the pubic rely on “grapevine” for information,

but messages of grapevine can easily be distorted or forgotten. Imbalance of

information flow has also prevented some members of the public from

advising the government on matters, which they are specialists on. The

inability of some members of the public to communicate their noble ideas to

the government hampers certain development programmes of government.

Inadequate communication gadgets like telephones, computers telex etc

equally contributes to the low degree of information between the

government and her public.

According to Osuula (1982), the fleeting attention today’s citizens can offer

is caught by those in whom he believes and who talks to him in terms of

his self interest in words that he can understand. Government information

and feed back in our rural areas should flow more rapidly to bring about

support, cooperation and appreciation from the public as it is equally

important that the information being given are the correct ones because

sometimes it is not the things we do not know that hurt us, but the things we

24

do know that do so. If correct information is not provided, misinformation

will take its place.

Adequate information brings good relationship between the government and

her public. The people if well informed would be less suspicious and

unskeptical of government’s actions, while the government on its part would

not accuse the people of taking anti progressive and non- conformist

postures.

The objectives for a planned continuing programme in government are very

many. These planned programmes by government are mainly designed to

help the government in relating very favorably with her citizens.

In mobilization programmes, government has from time to time launched

general mobilization campaigns to stimulate and promote rural,

development on a broad front. Such campaigns include the National

Accelerated Food Production programme (NAPP), Operation. Feed the

Nation (OFN), the Green Revolution and the Directorate of Foods, Roads

and Rural Infrastructure (DFRRI) while the National Directorate of

Employment (NDE), MASS Mobilization for Social and Economic Reliance

(MAMSER) and the National Orientation Agency (NOA) are rural, urban

and national oriented. Public relations play vital roles in the following

sectors of national development: agriculture, health, transport and aviation,

industries, commerce and finance, communication, education etc. These

25

specific sections demand national concern because they form the bedrock

upon which the Economy of the nation rests. Public Relations offer advice

on how the status of the Economy could be elevated (Ani, 2009).

2.1.2 The Concept of Advertising

One of easiest way to understand advertising even though, it is narrow is

that given by Burdus (1983) in which he sees advertising as an action of

calling something to the attention of the public especially by paid

announcements. Hobson (1981) in his own definition sees advertising as a

form of communication. But the special nature of this form is that it is paid

for by some interested party who stands to benefit from the communication

of the message, while to Jefkins (1985:3) advertising is the means by which

we make known what we have to sell or what we want to buy.

Nwosu (2001) is of the opinion that advertising is any paid form of non-

personal presentation and promotion of persons, institutions, ideas goods or

services by an identified sponsor using appropriate medium of media or

communication. Note that the communicated message in an advertisement

must be paid for by an identified sponsor. These are the main characteristics

that distinguish it from other forms of communication.

Kolter (1980: 519) prefers to see advertising to consist of non-personal

forms of communication conducted through paid media under clear

sponsorship. Alexander (1963:9) presents advertising as any paid form of

26

non-personal presentation and promotion of ideas, goods and services by an

identified sponsor. This is the definition by the American marketing

association and it put together the tenets of Advertising which are that

advertising is paid for, it is a non- personal presentation by use of media, it

promotes ideas, goods and services and it has an identified sponsor

accountable for matters arising in the course of abiding by the information

contained in the advert.

Nwaizugbo (2004) Explaining the tenets of advertising, gave the following

explanation.

Paid form: The advertiser purchases the media time or space for telling a

story about the product or service.

� An identified sponsor:- The source of every advertising message is

known

� Ideas, goods and services:- The advertising promotes both tangible

and intangible goods. It is for both profit and nonprofit and service

organization.

� Non personal: - Advertising is not personal. Face to face presentation

it may compliment the job of personal selling.

Okigbo (1992) focused on advertisement as communication and selling

process and concluded that advertisement is a specially designed message

usually directed to a specifically segmented market target for the purpose of

27

providing relevant information that can affect the behavior of members of

the target public in a particular manner.

Adopting an expanded perception and development oriented posture Nwosu

(1992) offered a definition that will accommodate the type of social

advertising and social marketing that are useful in planning and execution of

development projects and programmes in developing countries. According

to this definition, advertising is the mass and/or marketing communication

mediated representation of a person, product, service, institution, nation,

idea, thought, innovations, movements or projects, openly sponsored or paid

for by an identified persons or institution for the purpose of positively

influencing purpose of positively influencing acceptance, sales, roles,

development, use or eliciting other favorable response.

The major function of advertising is the communication of messages about

products and services through various media with the aim of selling them. It

serves as a major promotional tool in the marketing process which helps to

dispose prospective buyer to buy a particular project, product brand or

service. Advertising is also used to dispose people towards supporting a

cause, elect a political candidate, raise money for charity, public union

activities, promote culture, support a development promote culture, support

a development project or general economic development efforts, help in

public enlightenment, mass education and mass mobilization. Most of these

28

non- product and non- service advertising efforts exemplify social

advertising which is an aspect of social marketing. When they deal directly

with rural and national development it is known as development advertising

(Nwosu 2001: 96).

2.1.3 Public Relations and Advertising Synergy

(Integrated Marketing Communication)

In the spirit of integrated marketing communication, public relations and

advertising can work better when they blend with each other in trying to

achieve defined objectives. Infact, no advertising agency can survive

economically with handling some public relations accounts (Nwosu etal,

2006).

In trying to understand their synergy, business Dictionary’s defines

advertising simply as communication intended both to inform and persuade.

The key words we have are, communication, information and persuasion

Also according to the Webster new international dictionary, public relations

is the promotion of report and good will between persons, special publics or

community at large. The key word in this definition has to do with

information, communication and persuasion (Nwosu etal, 2006).

There is therefore greater need for both professional practitioners to work

more together for improved utility and effectiveness. Advertising

practitioners who do not have enough knowledge of public relation is a lame

29

duck in today’s competitive business world. The same goes to the modern

public relation practitioner. A look at the following standard advertising

functions will show that they would benefit immensely from or be

performed better with public relations inputs:

Attracting attention to any product, service or institution to make it known;

getting the target audience to actually accept the product, service, idea or

institution by developing an interest in it setting the target audience to

actually acquire the product, service, idea or be favorably disposed to the

organizations and attaining repeated purchase or patronage (through

customer relations); Evaluating the above antecedents so as to remain

abreast with performance, promoting cost effectiveness in marketing

operations; providing useful information on products, event, services and

institutions; promoting quality encouraging healthy competition; enhancing

mass productivity; promoting new product development and launching;

promoting the improvement of old or existing products; providing

educative and informative entertainment also enhancing corporate and

national growth and development (Molokwu, 2000, Nwosu, 1990).

2.1.4 Mass Mobilization

Mobilization is the act of convincing and organizing people to support a

course or project any change inducing issue. Mobilizing people at any level

requires persuasive effort with good communication strategies geared

30

towards appealing to them in a convincing manner to adopt a particular

pattern in approaching an issue. It is the strategy that is adopted in getting

people involved in a project or programme by equipping them with the

necessary knowledge and attitude required for participation. It increases

their participation in any social change issue (Ucheanya, 2003).

Umechukwu (2004) sees mobilization as all efforts and means legitimately

employed to encourage, ginger and get people ready to take actions aimed at

achieving the goals and aspirations of society. Despite the laudable nature of

any project, policy or programme, there is need for people especially those

programme or project is meant for to be mobilized to support and participate

in ensuring its successful implementation.

Gana (2002) Cited in (Oso, 2002:17) sees mobilization as the process of

pooling together, harnessing and actualizing potential human resources for

the purpose of development. It is a process whereby human beings are made

aware of the resources at their disposal and are also motivated and energized

to collectively utilize such resources for the improvement of the spiritual

and material conditions of living.

Mass or social mobilization however is persuasive in nature. It falls within

the ambit of persuasive communication, which serves the primary purpose

of softening the ground for effective take off of individual and national

development. At best social mobilization services as a forerunner for social

31

change Mobilization however is a communicative activity and as

communicative activity the message code needs to be properly conceived in

other to bring about the desired social change (Nwosu 2007:42).

2.2 THEORETICAL FRAMEWORK

There are some public relations and advertising strategies that can be used

for mass mobilization. They include the democratic participant media

theory, The Social Responsibility Theory, The Libertarian Theory, The

Agenda Setting Theory the ACADA communication planning matrix, 5Ps

mode of social marketing, the synergistic communication for development

strategy. They are explained below

2.2.1 The Democratic – Participant Media Theory.

The scholars of this school of thought agree that the way to run a democracy

is to expose the people to all kinds of information and all kinds of opinion

and then giving them the opportunity to decide for themselves whether to

accept it or not. It holds that the media must encourage participation in the

democratic process of their nation (Ogah, 2006).

2.2.2 The Social Responsibility Theory

This theory recommends among other things that the media should serve the

society in a responsible way. More to the point, in a society where the social

responsibility theory is in operation, the media are usually influenced to be

socially responsible by way of promoting the common good (Ogah, 2006).

32

2.2.3 The Libertarian Theory

The libertarian theory, otherwise known as “Free press” theory assumes that

human beings are rational and are therefore capable of making their own

decisions and that the government exists to serve and protect the interest of

the citizenry (Dominick, 1993).

2.2.4 The Agenda Setting Theory

The agenda setting theory emphasize that the mass media can lend

importance to some issues and not others and so set an agenda for social

development and other issues in the minds of people (Nwosu, 1999).

2.2.5 The ACADA Communication Planning Matrix

The matrix or model is a research based integrated communication plan

developed by UNICEF. The ACADA model is an alternative development

communication planning model that emphasizes thorough, realistic,

practical and sustained communication approach to the evolution, design

and delivery of social change campaign (Nwosu 2005:78).

33

Fig 1.0: ACADA development communication model Source:

UNICEF communication handbook for polio Eradication and

routine EP1

The ACADA development communication model is a development

communication model developed by the United Nations children fund

(UNICEF) to enable the organization succeed in polio eradication and

routine expanded programme on immunization campaigns as well as

National immunization campaigns. As a development communication

model, it stands on three strategies, advocacy, social mobilization and

programme communication.

Advocacy in this model seeks to raise resources in addition to political and

social leadership commitment for development goals. Social mobilization

engenders wider participation in the programme and enlightens the people

Targeted Communication

Training for behavior

change

Programme

Communication

Social

Mobilization

Building inter

Sectoral alliances

and Participation

Advocacy

Political and

social

Commitment

34

about collective ownership. The programme communication brings about

changes in knowledge, attitude and practices among those participating in

the development programme (Ojobor, 2007).

We will fully appreciate the relevance of the model in managing

development communication action or activity by discussing various

components of the acronym- ACADA. Thus the first “A” in the acronym

stands for assessment. The essence is to collect through empirical means.

Base line information regarding the following:-

• The nature and dimension of the problem for which intervention

programme is being planned.

• Ascertain the locality where the problem exist, which segment of the

population should be targeted and why

• Ascertaining existing a physical infrastructure in the target physical

infrastructure in the target area and other facilities needed to facilities

needed to facilities headily relationship and interaction between

change agents and change beneficiaries

• Determining the major and minor partners that should support the

campaign for social change in terms of funding and helping to

influence others.

Next in the acronym is “CA” which stands for communication analysis.

Communications analysis here involves evolution of the problem statement

35

with emphasis on developing participants profile; ascertaining and blending

participants media use pattern with available and accessible media existing

in the area; and defining communication objectives in terms of desired

result. A well-defined communication objective will equip communication

planners to effectively tailor their social change message in a manner that

will enhance quicker realization of the objective. The next is “D” which

represents design what is to be designed here is the message of

communication for social change. Design “therefore involves developing

strategic plans for message development material development, message

dissemination, training and plan for action.

The final letter “A” stands for Action, which is the stage of implementation.

This is the stage of implementation. This is the stage where overall

communication plans for social development and mobilization are put into

action and monitored effectively with right caliber of manpower and

material resources for optimum result. The ACADA model relies on the use

of appropriate media and media mix and communication opportunities like

public relation and advertising. (Nwosu, 2007, Ojobor 2007).

2.2.6 The 5Ps Model of Social Marketing

The model is called the social marketing strategy because, the goal of the

marketing activities here is not profit driven. It serves for the propagating of

social development values. The import however is that customers

36

(development beneficiaries in the case of development communication is the

primary focus of social marketing strategy or model (Nwosu 2007).

Fig 2.0: 5 Ps model of social marketing Source: Nwosu (2003) in media and Environment in Africa.

The model shows that the 5Ps represent product, price, promotion, place and

politics the first component which is product in the context of development

communication represents development ideas which development agents

intend to persuade the targets to adopt. It could be attitudes, behaviour or

other cultural products development agents have packaged for adopting or

rejection by the beneficiaries.

The next component in the model is price. This is the intangible sacrifice

beneficiaries of development project have to make in other to benefit from

the development programme or project. It represents such things as time,

energy habit change, efforts and few sacrifices to be spent or made by the

members of the target population in order to get the benefit of responding

positively to the message of the development programme (Nwosu and uffoh,

2005). The above explanation suggests that in managing social change

campaign, communication planners should carefully articulate the prices to

Product Price Place

Politics

37

be paid by development beneficiaries and quantify them in relation to what

target population will gain in the process. This will help the development

agents to predict with reasonable certainty, the extent the target population

will participate in the programme.

The third “P” represents physical environment which is place. It entails

physical distribution channels for sharing of development ideas and also

involves determining where development target can access innovative ideas

and material with less effort.

The next “P” in the social marketing model is promotions. This entails the

use of appropriate media mix to ensure that the development campaign

messages are available to the target population and that the messages

achieved the desired effect. The elements of the promotional mix include

such practices as advertising, event marketing, direct marketing, public

relations, and publicity. Promotion here therefore means dissemination of

integrated communication campaign for effect mobilization of development

targets for active participation in the intervention programme. Promotion

here is the use of multimedia approach in mobilizing targets for

participatory development. It is indeed mobilization, which is the hallmark

of development communication action.

The last “P” in the model represents politics. In the context of managing

campaigns for social development, politics as a component of social

38

marketing strategy calls for proper identification of political angles for

pragmatic development actions or efforts. It demands evolving strategic

means of fitting the political angles into development campaigns with a

view to dictating and addressing realistically factors arising thereof that are

likely to impact negatively on the short, medium and long terms goals of the

development intervention. Furthermore, politics requires identifying with

and tapping the potentials of political actors and factors within the target

population that would help in no small measure to guarantee the success of

the mass social mobilization campaign. In a nutshell politics here boards on

Advocacy which involves securing the support or sympathy of influential

opinion leaders for a given programme to the point that they would

influence the generality of their followers to identify with, adopt and

propagate the social development and mobilization programe message to

others (Nwosu, 2007).

2.2.7 The Synergistic Communication for Development

Strategy (SCD)

Synergistic communication for development (SCD) is a new development

communication concept and strategy which calls for a new orientation

among development communicators. It calls for a new holistic approach to

planning and executing development communication projects for greater

effectiveness or success. It calls for a greater espirit‘d corps and cooperation

39

among development communicators for improved performance. (Nwosu,

2007).

The synergistic communication development strategy requires that all

communication professionals or practitioners (Advertising, public relation

communication educators and practitioners) pull their resources together in

handling development related issues in the interest of their various

professions and various people (Nwosu, 2007)

In a nut shell the message of SCD is that experts in the various branches of

communication, training , research and practice (like journalism

advertising, public relations and so on) should be actively involved in the

ideation, development, planning, execution and evaluation of all

communication actions of development. Simply put it preaches holistic, all

embracing communication approach to managing social change and

mobilization campaign (Nwosu, 2007).

2.3 BACKGROUND REVIEW/CORPORATE PROFILE OF THE

SELECTED ORGANIZATIONS UNDER STUDY

(A) The National Orientation Agency (NOA)

The National Orientation Agency (NOA) was established by decree 100 of

23rd August 1993. To establish the Agency, the decree merged three

significant organs of government namely: The Public Enlightenment (PE)

the War against Indiscipline (WAI) and the National Orientation Movement

40

(NOM), with divisions of the then Federal Ministry of Information and

Culture with the Directorate for Mass Mobilization for Social Justice, Self-

reliance and Economic Recovery (MAMSER). The rational for the merger

was to harmonize and consolidate effort and resources of the government in

the fields of public enlightenment, social mobilization and values of

honesty, hard work and patriotism, where democratic principles and ideals

are upheld and where peace and social harmony reign. The mission of the

National Orientation Agency (NOA) is to consistently raise awareness,

provide timely and credible feed back; positively change attitudes, values

and behaviours. To accurately, adequately inform and sufficiently mobilize

citizens to act in ways that promote peace, harmony and national

development (NOA,2008). The main objectives of the agency as provided

by decree 100 of 1993 are.

� Ensure that government programmes and policies are better

understood by the general public.

� Mobilize favourable public opinion for such programmes and

policies.

� Encourage informal education through public enlightenment

activities and publications

� Establish feedback channels to government on all aspect of Nigerian

life.

41

� Establish appropriate national framework for educating, orientating

and indoctrinating Nigerians towards developing socially desired

attitudes, valves and culture which project individual’s national pride

and positive National image for Nigeria.

� Awaken the consciousness of Nigerians to their responsibilities to the

promotion of national unity, citizens’ commitment to their human

rights to build a free just and progressive society.

� Develop among Nigerians of all ages and sex, social and cultural

values and awareness which will inculcate the spirit of patriotism,

nationalism, self discipline and self reliance.

� Encourage the people to actively and free participate in discussion

and decisions on matters affecting their general welfare.

� Promote new sets of attitudes and culture for the attainment of the

goals and objectives of a united Nigeria state.

� Ensure and uphold leadership by example

� Foster respect for constituted authority and

� Instill in the citizens a sense of loyalty in their father land.

Functions

Specifically, the National orientation Agency (NOA) performs the following

functions.

� Enlightenment of the general public on government policies,

programmes and activities

42

� Mobilization of favourable public opinion and support for

government policies, programmes and activities

� Collection, collation, analysis and provision of feedback from the

public to government on its policies, programmes and activities.

� Establish social institutions and framework for deliberate exposure of

Nigerians to democratic norms and values for a virile, peaceful,

united, progressive and disciplined society.

� Arouse the consciousness of all categories of Nigerians to Nigeria

their rights and privileges, responsibilities and obligations as

citizens of Nigeria

� Propagate and promote the spirit of dignity of labour, honesty and

commitment to qualitative production promotion and consumption of

home produced commodities and services

� Re-orientate the populace about power, its use and proper role of

government in serving the collective interest of Nigerians.

� Propagate the need to eschew all vices in public life including

corruption dishonesty, electoral and census malpractice, ethnic,

parochial and religious bigotry.

� Mobilize Nigerian for positive patriotic participation in and

identification with national affairs and issues and

43

� Sensitize, induct and equip All Nigerians to fight against all forms of

internal and external domination of resources by few individuals or

group.

In pursuance of its objectives and functions, the nation orientation agency

has planned and implemented a series of programmes drawing largely on

public relations and oral media means of communication (NOA, 2008).

(B) The National Agency for Food, Drug Administration and Control

(NAFDAC)

The importance of food and drugs to a man and animals is very obvious.

They need food in order to grow and sustain life while life goes on, and

because of the inherent disposition to illness, the organs of the body may not

always function properly.

These situations of ill health provide the compelling need for drugs in order

to modify the functioning of the body and restore it to normal. To be

acceptable, the drug must not be deleterious to the body but should rather

produce positive effect, which leads to restoration of normal life. In like

manner, cosmetics should have no harmful effect on the body to which they

are applied.

It is the duty of all government to protect the health to protect the health of

the citizens, and in Nigeria this is the responsibility of the Federal Ministry

of Health. Within the ministry and until 31st December 1992, these

responsibilities as regards foods and drugs develop on the Department of

44

Food and Drugs Administration and Control, (FDAC) Department and were

inevitably linked with the normal bureaucratic ministerial positions which

are manifested in:

• Slow mobilization of ideas, men and materials for positive work

• Inadequate resource acquisition, utilization and management

• Slow disciplinary and poor reward system, and management

• Poor funding of activities necessary for effective design and

implementation of programs

They are also traceable to a lack of awareness by the public in practical

terms of the sensitivity and relevance of matters concerning control

measures on food, drugs, cosmetics, water and chemicals to both preventive

and curative health care. Such control measures when executed successfully

provide guaranteed savings of a high percentage of the expenditure of the

government and individuals to cure and relieve illness.

These problems led to the birth of NAFDAC as a parastatal of the Federal

Ministry of Health. NAFDAC was thus established by Decree No. 15 of

1993 to carry out among other things, all the control functions of the former

FDAC while the service functions remain within the ministry.

45

Functions

The name of the Agency reflects its functions very adequately. By the

provisions of the enabling decree, (decree No. 15 of 1993) the Agency is

mandated to:

• Regulate and control the importation, exportation, manufacture,

advertisement, distribution, sale and use of drugs, cosmetics, medical

devices, bottled water and chemicals

• Conduct appropriate test and ensure compliance with standard

specifications designated and approved by the council for the

effective control of quality of food, drugs, cosmetics, medical

devices, bottled water and chemicals and their raw materials as well

as their production processes in factories and other establishments.

• Undertake appropriate investigation into the production premises and

raw materials for food, drugs, cosmetics, medical devices, bottled

water and chemicals and established relevant quality assurance

system, including certification of the production sites and of the

regulated products

• Undertake inspection of imported food, drugs, cosmetics, medical

devices, bottled water and chemicals and establish relevant quality

assurance system, including certification of the production sites and

of the regulated products.

46

• Compile standard specifications and regulations and guidelines for

the production, importation, exportation sale and distribution of food,

drugs, cosmetics, Medical devices, bottle water and chemicals.

• undertake the registration of food, drug, medical devices, bottled

water and chemical

• Control the exportation and issue quality certification of food, drug,

medical devices, bottled water and chemicals intended for export.

• Establish and maintain relevant laboratories or other institutions in

strategic areas of Nigeria as may be necessary for the performance of

its functions.

• Pronounce on the quality and safety of food, drug, cosmetic, medical

devices, bottled water and chemicals after appropriate analysis.

• Undertake measures to ensure that the use of narcotic drugs and

psychotropic substance are limited to medical and scientific purposes.

• Grant authorization for the import and export of narcotic drugs and

psychotropic substances as well as other controlled substances.

• Collaborate with national drug law enforcement agency in measures

to eradicate drug abuse in Nigeria.

• Advise Federal, state and local Governments, the private sector and

other interested bodies regarding the quality, safety and regulatory

provisions on food, drugs, cosmetics, Medical devices, bottled water

and chemicals.

47

• Issues guidelines on, approve and monitor the advertisement of food,

drugs, cosmetics, medical devices, bottled water and chemicals

• Compile and publish relevant data resulting from the performance of

the functions of the agency or form other sources.

• Sponsor such national conference as it may consider appropriate.

• Liaise with relevant establishments within and outside Nigeria in

pursuance of its functions.

in discharging the above functions, the agency envisages that its activities

will be evident in all sectors that deal with food, cosmetics, medical devices,

bottled water and chemicals to the extent of instilling extra need for caution

and compulsion to respect and obey existing regulations both for health

living and knowledge of certain sanction or default.

Structure

The agency was set up as a parastatal under the control of the defunct

twelve- member government council which was formally inaugurated on

31st December, 1992 by the then minister of Health, Professor Olukoye

Ransome Kuti. The then council had its chairman a highly experienced

retired public officer and diplomat in the person of Ambassador Tanimu

saulawa. When the council was in place, activities of the Agency were

overseen through its three main committees namely:

• Financial and General purpose committee

• Establishment and Disciplinary Committee

48

• Technical, Research and consultancy committee.

Directorates

• Administration & Finance

• Planning, Research & statistics

• Narcotics & Controlled substances

• Regulatory & Registration

• Inspectorate

• laboratory Services

• Enforcement

• Ports inspection

Units

Legal Unit- the unit proffers legal advice on issues of law arising from

employee- employer relationship and it the custodian of legal documents

and all agreements relating to the Agency. Its functions include the

following:

• Ensuring that the rights and interest of the Agency are well protected

under the various legal documents that but it;

• Drafting regulations, agreements and rendering legal opinions to the

Director General. NAFDAC and the various directorates.

• Facilities prosecution of offenders at the tribunals and courts.

49

Public Relation Unit- The public relations unit under the Director General

office has the primary responsibility of informing, sensitizing, enlightening

and creating awareness’ on the role of the Agency. in carrying out these

functions the PR unit employed the services of mass media and the

information channels of communication as effective tools in the discharge

of its duties.

The unit is solely responsible for the publication of a quarterly News

magazine and other publications information brochure and handbills of the

Agency. It also co-ordinates the Information, Education and Communication

(I. E. C) programs of the Agency in the televisions and Radios as well as

other enlightenment, campaigns. In active collaboration with the planning

research and statistics Directorate, the Unit also facilitates NAFDC’s

participation at several international and domestic Trade fairs and

Exhibition.

Internal Audit- Fundamental functions of internal audit are as follows:

• Provides a means of measuring the effectiveness of the system of

internal control and accounting.

• Tests on the accounting purpose of ensuring the effectiveness of they

provide reliable basis for the preparation of the Agency’s financial

statements.

50

• Making of appropriate recommendations for improvements in the

bookkeeping and accounting system of the Agency.

Carrying out special investigations

(C) The Independent National Electoral Commission

The origin of the Independent National Electoral Commission goes back to

the period before independence when electoral commission of Nigeria was

established to conduct commission (FEC), established in 1960 conducted

the immediate post independence federal and regional elections of 1964 and

1965. The electoral body was dissolved after the military coup of 1966. In

1978, the Federal Electoral Commission was constituted by the regime of

General Olusequn Obasanjo, Organizing the elections of 1979 which

ushered in the second republic under the leadership of Alhaji Shehu Shagari.

It also conducted the general elections.

In December 1995, the military government of General Sani Abacha

established the National Electoral Commission (INEC) which was set up to

oversee the transitional elections that ushered in the Nigeria fourth republic

on may 29, 1999.

The Independent National Electoral Commission [INEC] has encountered

several controversies in the run-up to the April 2007 general elections,

including criticism about its preparedness from Sada Abubakar of Sokoto

and a dispute over its “disqualification” of vice president Atiku Abubaka’s

51

candidacy. The Supreme Court ruled that The Independent National

Electoral Commission can not disqualify candidates, so Abukakar’s name

was to ballots at the last minute.

The first chairman of the first Nigerian Federal Electoral Commission was

Chief Eyo Esua (1964-1966) in the first Republic. When General Olusequn

Obasanjo prepared for a return to civilian power in the second Republic, he

established a new Federal Electoral Commission headed by Chief Michael

Ani to supervise the 1979 elections. Ani was succeeded by Justice Victor

Ovie Whisky. During the Ibrahaim Babangida and Sani Abacha regimes

which attempted returns to democracy, the National Electoral Commission

of Nigeria was headed by professor Eme Awa (1987-1989, professor

Humphery Nwosu (1989-1993, professor Okon Uya and Chief Sumner-

Dagogo Jack (1994-1998).

General Abdulsalami Abubakar established the current INEC, with Justice

Ephraim Akata as chairman. Akpata had to deal with 26 political

associations, giving only nine provisional registration as political parties for

the 1998/1999 electrons, eventually whittled down to three parties. Despite

efforts to ensure free and fair elections, the process drew serious criticism

from international observers. After Akpata died in January 2000, the

government of president Olusegun Obasanjo Appointed Abel Guobadia

Nigeria’s Chief Electoral Officer, a position that was confirmed by the

52

Nigeria Senate in May 2000. Guobadia was responsible for the 2003

elections, which were marred by widespread violence and other

irregularities.

In June 2005, Guobadia retired and was succeeded by professor Maurice

Iwu, Soon after being appointed, Iwu announced that foreign monitors

would not be allowed during election, but only foreign election observers.

This decision was condemned by politicians civil society groups who

called for his immediate removal from office. The conduct of the 2007

elections was again criticized as falling below acceptable democratic

standards.

On 8 June 2010 Professor Attahiru Muhammadu Jega was nominated by

President Goodluck Jonathan as the new INEC chairman, subject to Senate

confirmation, as a replacement for Iwu, who had vacated the post on 28

April 2010.

Functions of INEC

• Organize, undertake and supervise all elections under their mandate.

• Monitor the organization and operation of all political parties

• Arrange for the annual examination and auditing of the funds and

accounts of political parties.

• Arrange and conduct the registration of persons qualified to vote.

• Prepare, maintain and revise the register of voters.

53

• Monitor the campaigns of political parties.

• Provider rules and guidelines for the operations and conduct of

political parties.

• Ensure that all Electoral Commissioners, Electoral and returning

officers take the oath of officer prescribed by law.

• Delegate any of its powers to any Resident Electoral Commissioner

• Conduct voter and civic education

• Promote knowledge of sound democratic principles

• Conduct referendum.

2.4 CRITICAL ANALYSIS AND SUMMARY OF LITERATURE

REVIEW

The researcher would now try to relate the theories with the democratic –

participant theory, the scholars of this school of thought agreed that the way

to run democracy is to expose the people to all kinds of information and all

kinds of opinion and giving them the opportunity to decide for themselves

whether to accept it or not. This availability of information would make the

citizen aware of the things around him, make him contribute to his society

and give him a sense of belonging. This theory however, is related to the

topic of this study in that it is through mass mobilization and orientation that

members of the public can be exposed to information and opinion hence

without the process of mass mobilization the spread of information and

opinion cannot be possible, thus mobilization is necessary

54

One of the functions of the National Orientation Agency is to mobilize for

favorable public opinion and support for government policies, programmes

and activities. This they achieve by giving the citizens of Nigeria access to

enough information about government policies and programmes hence

giving them the opportunity to support those policies and programmes

(NOA, 2008).

The Independent National Electoral Commission (INEC) promotes

knowledge about democratic principles, conduct voter and civic education

thereby mobilizing people to be part of the democratic process. Through

adequate mobilization and enlightenment, the people political participation

becomes advanced to a higher level that will pave way for a peaceful

election. at this point of awareness, the people’s political culture becomes

shaped and redirected for better political participation which involves those

voluntary activities by which they share in the selection of rulers and

directly or indirectly in the formation of public policy (Ucheanya, 2003).

The social responsibility concept as it affects the topic emphasizes the need

for organizations and government to be sensitive to the needs and interest of

the members of the society in which they exist and operate; hence they

should be responsive to the people so as to promote goodwill between

themselves and the people. The National orientation Agency (NOA) which

is an institution of government ensures that the people understands

55

governments responsibilities to them by ensuring that government

programmes and policies are better understood by them thereby ensuring the

people’s confidence in the government. They usually carry out this function

through the media that use the instruments of Advertising and Public

relations.

The activities of the National Agency for Food, Drug Administration and

Control (NAFDAC) also emphasizes the social responsibility theory as they

show that they are responsible to the ensuring compliance with standard

specifications and regulations and guidelines for the production,

importation, exportation, sale and distribution of food, drugs, cosmetics,

medical devices, bottled water and chemicals. They also make

pronouncements on the quality and safety of food, drugs, cosmetics, medical

devices bottled water and chemical after appropriate analysis to the masses.

The government also ensures that it is responsible in ensuring sound

democratic process by arranging and conducting the registration of persons

qualified to vote and providing rules and guidelines for the operations and

conduct of political parties. This they ensure through the independent

national electoral commission (INEC).

The liberatian theory urges the media to provide a free market of ideas it

advocates that the media through its varying programmes of action like

public relations and advertising be left alone to relay whatever information

56

they want to. This theory stipulates that for effective public relations and

advertising messages on mass mobilization, the media should be free to pass

whatever information they want to without fear or favour. This is the only

way mass mobilization can be effectively carried out.

The National Orientation Agency has as one of its objectives, encouraging

people to actively and freely participate in discussing or decisions on

matters affecting their general welfare when this is done it makes the people

to see themselves as part of government and they see the development

process as their own and hence they would be mobilize more to be good

citizens .The National Agency for Food, Drug Administration and Control

(NAFDAC) by issuing guidelines on approval and monitoring of

advertisement of food, drugs, cosmetics medical, devices, bottled water and

chemical make the people to have the right knowledge of good and standard

products and gives them the free will to either choose the standard products

or reject it for their health.

The Independent National Electoral Commission (INEC) through sound

democratic principles makes people to freely decide to become members of

one political party or the other, they also ensure that people freely vote for

the political parties of their choices. Finally the Agenda setting theory

contends that the media can establish the importance of certain issues in the

society by simply giving them enough listener ship. This theory stipulates

57

clearly that it is the major duty of the media to mobilize the mass, the media

also influences the people for social development and it is the duty of the

media to always keep the masses information since the media have some

kind of positive influence on the masses it should be used as a channel for

mobilization.

In conclusion, the National Orientation Agency (NOA), the National

Agency for Food, Drug Administration and Control (NAFDAC) and the

Independent National Electoral Commission through their public relations

and advertising programmes should seek to achieve the following influence

on the masses.

� Make pronouncements on the quality and safety of food, drugs,

cosmetics, medical devices, bottled water and chemicals.

� Issue guidelines on the use of food drugs, chemicals, medical devices

bottled water and cosmetics.

� Publish data resulting from the performance of their agencies or from

other sources.

� Ensure that the right voting procedures are communicated to the

masses.

� Mobilize Nigerians for positive patriotic participation and

identification with national affairs and issues.

58

� Effect an attitude change in the citizenry through the propagation of

the virtues of hard work, honesty, loyalty, self reliance, commitment

to and promotion of national integration

� Inculcate environmental discipline in the citizenry for a healthy

growth

� Promote social justice and the rule of law by orientating the public

about power, its use and proper role of the federal government in

serving the collective interest of Nigerians.

� Fight corruption and economic crime by sensitizing all Nigerians to

resist all forms of international and external domination of resources

by few individuals and groups.

� Encourage the youth to shun such prevalent vices as drug abuse,

cultism, prostitution and examination malpractices.

� To co-operate with the relevant agencies and organizations in

mobilizing the populace for national development.

59

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Osuala, F. G. (1982) Introduction to Research methodology, Onitisha:

African Fep Publishers LtD.

Otobor, I. J. (2007), “communication, Behaviour. Change and sustainable

human development” in Nwosu I. E. Fab-Ukozor N. T, Nwodu L. C

(Ed) Communication for sustainable human Development a

mutiperspectival approach, Enugu ACCE.

63

Ucheanya, C. C. (2003) “mass media and mass mobilization for peaceful

elections” in Nwosu, I. E. (Ed) Polimedia: Media and Polities in

Nigeria, Enugu ACCE.

Umechukwu, P.O. J. (2004) “The role of the mass media in political

mobilization the case of April 12 and 19 2003 General elections in

Nigeria”, Journal of mass Communication, Vol 1, No 1, pp8-16.

64

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 INTRODUCTION

The aim of this chapter is to discuss the method adopted by the researcher in

carrying out this study. The chapter contains sources of data collection,

population, area of study, instrument of data collection, method of data

analysis.

3.1 RESEARCH DESIGN

This study is highly descriptive and inferential in nature. This involves the

use of tables and simple percentages as the basis statistical technique

employed to analyze the raw data collected. The raw data was subsequently

subjected to chi square test for proportion as a major tool for the hypothesis

and analysis.

3.2 SOURCES OF DATA COLLECTION

Two sources were employed in the quest to gather information for this

study, which are primary and secondary data.

3.2.1 Primary Data

Primary sources are first hand data. The survey method which embraces

questionnaire and interview was used as primary data gathering instrument

which according to Nwosu (2006) is the most frequently used in

65

communication and social science research in Nigeria and indeed in most

developing countries. The researcher used questionnaire and personal

interview for the purpose of primary data collection.

3.2.2 Secondary Data

These are data obtained second have from published or recorded sources

(Ozo etal 1990). The researcher therefore obtained her secondary data from

libraries, textbooks, journals and annual reports.

3.3 POPULATION OF STUDY

According to the last census figure, the population of Awka South Local

Government area is estimated at 1.2 million people (NPC,2006).

3.4 POPULATION SIZE

The population size of each of the four zones could not be properly

ascertained, as the National Population Commission gave the total

population size of Awka south and not the towns/zones that make it up. For

the purpose of this study the sample size of 100 from each of the zones were

randomly picked.

Amawbia/ Akwa -zone 1

Nibo/ Nise - zone 2

Uwuawalu/Okpunnor - Zone 3

Mbaukwu/ Isiagu/ Ezinato – Zone 4.

66

3.5 SAMPLING PROCEDURE

Akwa south local government was stratified into four geo graphical zones

each zone consist of a stratum from which samples were drawn. This is to

ensure that respondents from each stratum are captured.

3.6 SAMPLE SIZE

The sample size determination was 95% confidence limit and 5% margin of

error therefore

N = N

1 + N (e)2

Where

n = Simple size

N = Population size (1.2 million

e = margin error

1 = constant

Substituting

n = 1,200.000

1 + 1.200.000 (0.5)2

n = 400 people

Simple size = 400 people

67

3.7 DISTRIBUTION OF AND RETURN OF QUESTIONNAIRE

ACCORDING TO THE SAMPLE SIZE

Zones Towns No of

questionnaire

distributed

No of

questionnaire

returned

One Amawabia/Awka

100

100

Two Nibo/Nise 100 90

Three Umuawalu/Okpunnor 100 80

Four Mbaukwu/Isiagu/

Ezinato

100 100

Total 400 370

3.8 INSTRUMENT FOR DATA COLLECTION

Instrument for data collection was a structured questionnaire which was

divided into two sections; section A and section B. section A was designed

to give the personal data of the respondents while the second was designed

to give information on the substantive issues of the comparative Evaluation

of the effectiveness of the use of public relations and advertising strategies

by selected government agencies in mobilizing people’s support for

development in Nigeria.

An interview schedule was used to interview selected opinion leaders like

leaders of town unions, traditional rulers and others. This will strengthen our

analysis of the data generated with the structured questionnaire.

68

3.9 METHOD OF DATA COLLECTION

The researcher carried out a visit to the Awka South local government area

council. The authority of the local government approved the study on the

grounds that it will be used, purely for academic purposes. The researcher

then went ahead to distribute the questionnaire based on the sampling

procedure and sample size. The various data obtained in the course of the

study were processed and tabulated to bring out the desired variables. Tables

and percentages were used as the basic statistical technique employed to

analyze the raw data collected. The raw data was subsequently subjected to

chi square test as a major tool for testing hypothesis and analysis.

Chi-square often denoted as x2 is used to test causal comparative studies

frequencies, and in analyzing data that are expressed as frequencies

(Ikeagwu 1998, 22. put in a simpler form a chi-square (X2) is a value

showing the relationship between expected and observed frequencies

(Wimmer and Dominick, 1987:262)

Mathematically chi square test is given as

X2 = ( O- E)2

E

Where O = Observed frequency

E = Expected frequency

The calculated value was used to compare with the guessed value are the

tabulated guess in order to draw inferences. This determined whether to

accept or reject the stated hypothesis.

69

REFERENCES

Ehoh, E. C.C (1988) Social and Economic research: principles and method,

Owerri: Academic publications and development resources.

Ikeagwu, E. K., (1998), Groundwork of Research methods and procedures,

Enugu: Development studies.

National population Commission (NPC) (2004) National population census;

Abuja: National population commission.

Nwabuokei, P.O. (1986) Fundamentals of Statistics, Enugu: Chumez (Nig)

enterprise.

Nwosu, L. C. (2006) Research in Communication and other behavioral

sciences: principles, methods and Issues, Enugu; Rhyce Kekex

publishers

Ozo, J. U., Odo P.O., Ani J. O., and Ugwu, T. U (1999) Introduction to

project writing for Business and financial studies; Enugu: Summery

Enterprises.

Willy, N (2003) Research application: Enugu; Owulu publishing Company.

Wimmer, R. D. and Dominick, J.R. (1987) Mass Media research: An

Introduction: company.

70

CHAPTER FOUR

4.1 DATA PRESENTATION

To facilitate comprehension of the entire work, the data gathered are here

presented and analysed to arrive at objective results.

4.1.1 Questionnaire Return Rate

A total of 400 copies of questionnaire was distributed, out of this 370 was

returned. The table below shows that four hundred (400) questionnaires

representing 100% was distributed, three hundred and seventy (370)

representing ( 92.5%) was returned while ( 30) questionnaires representing (

7.5% ) was not returned.

Table 1: Questionnaire Return Rate

No Of

Questionnaire

Distributed

Questionnaire

Returned

%

Returned

Questionnaire

Not Returned

% Not

Returned

400 370 92.5 30 7.5

Source: field survey 2010

4.2 SOCIAL AND DEMOGRAPHIC CHARACTERISTICS OF

RESPONDENTS

4.2.1 Distribution of Respondents by Sex

The chart shows that hundred and eight (180) representing 49% of the

respondents are males while 190 representing 51% of the respondents are

female.

71

Distribution of Respondents by Sex

Fig 1: Distribution of respondents by sex

Source: field survey 2010

4.2.2 Distributions of respondents by Age

The chart below shows that 27% 0f the respondents are between the ages of

15-25 yrs, 22% of the respondents fall under the ages of 26-33yrs, 24.% of

the respondents fall under the ages of 33 and 35 and 27% of the respondents

fall between 55 and above

Fig 2: Source Field work 2010

49%

51%

Male Female

27%

22%24%

27%

Distribution of Respondents by Age

15-25 yrs 26- 32 yrs 33- 35 yrs 50yrs above

72

4.2.3 Distribution of Respondents by Marital Status

The chart below shows that 180 representing 47% of the respondents are

married, 140 representing 39% of the respondents are single while 50

representing 14% of the respondents are separated.

Fig 3: Distribution of Respondents by Marital Status

Source: Field Work 2010

4.2.4 Distribution of Respondents by Educational

Qualifications

The chart below shows that 40 representing 11% of the respondents have

FLSC, 120 representing 32% has WASE/ SSCE, 60 representing 16% of the

respondents are NCE/ND/HND holders, 100 representing 27% are degree

holder while 50 representing 14% of the respondents are holders of other

higher degrees

47%

39%

14%

Distribution of Respondents By Marital

Status

Married Single Seperated

73

Fig 4: Distribution of respondents by Educational Qualifications

Source: Field Survey 2010.

4.3 ANALYSIS OF RESEARCH QUESTIONS

Analysis Based on Level of Awareness

Research question one

i. What is the awareness level among target development

beneficiaries affected by the mobilization campaigns of the

government Agencies under study using public relations and

Advertising?

Table 2 below shows that 200 representing 54.1% of the respondents are of

the opinion that they know that the National Orientation Agency (NOA), the

National Agency for Food, Drug Administration and Control (NAFDAC)

and the Independent National Electoral Commission carry out mass

mobilization campaign using public relations and advertising while 170

representing 45.9% of the respondents said that they do not have any

knowledge of the National Orientation Agency (NOA), the National Agency

11%

32%

16%

27%

14%

Distribution of Respondents by Educational

Qualifications

FLSC WASCE/SSCE NCE/OND/HND Degree Other

74

for food, Drug Administration and control (NAFDAC), and the independent

National Electoral commission (INEC) carrying out their mass mobilization

campaigns using public relations and advertising.

Questions 6-8 in the questionnaire were designed to answer this research

question as shown in table 2.

Table 2: Respondents Awareness Level

Options Frequency Percentage

Yes 200 54.1%

No 170 45.9%

Total 370 100%

Source: Field survey 2010.

Table 2 shows the response of respondents on their knowledge of the

National Orientation Agency (NOA), the National Agency For Food, Drug

administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) carrying out mass mobilization campaign

using public relations and advertising.

ii. Are you aware that the target development beneficiaries (the

people of Awka South LGA) are affected by the mobilization

campaigns of the National Orientation Agency (NOA), The

National Agency for Food, Drug Administration and Control

(NAFDAC) and the Independent National Electoral Commission

using Public Relations and advertising?

Table 3 below shows that 260 representing 70% of the respondents are

aware that the target development beneficiaries are affected by the mass

mobilization campaigns of the National Orientation Agency (NOA), The

75

National Agency for Food, Drug Administration and Control (NAFDAC)

and the Independent National Electoral Commission using public Relations

and Advertising while 110 representing 29.7% are not aware.

Table 3: Responses of Respondents on their Awareness of the Target

Development

Options Frequency Percentage

Yes 260 70.3%

No 260 29.7%

Total 370 100%

Source: Field survey 2010.

Table 3 shows the Responses of respondents on their awareness of the

target development beneficiaries being affected by the mass mobilization

campaigns of the National Orientation Agency (NOA), the National Agency

for Food, Drug Administration and Control (NAFDAC) and the Independent

National Electoral Commission using Public Relations and Advertising.

iii) In your own opinion, do you think that the target development

beneficiaries (people mass mobilization campaigns of the National

Orientation Agency (NOA), the National Agency for Food Drug

Administration and Control (NAFDAC) and the Independent

National Electoral Commission using public relations and

advertising?

Table 4 below shows that the target beneficiaries are highly aware of the

mass mobilization campaign of the National Orientation Agency (NOA),

76

The National Agency for Food, Drug Administration and Control

(NAFDAC) and the Independent National Electoral Commission using

public relations and adverting, this is reflected in 280 representing 75.7% of

the respondents agreeing to the fact as against 90 representing 24.3% that do

not agree.

Table 4: Response of respondents on if the target beneficiaries

Options Frequency Percentage

Yes 280 75.7%

No 90 24.3%

Total 370 100%

Source: Field survey 2010.

People of Awka South LGA are highly aware of the Mass mobilization

Campaigns of the National Orientation Agency (NOA), the National

orientation Agency for, Drug Administration and control (NAFDAC) and

the independent National Electoral Commission using public Relations and

advertising

Research question two

Through which channels do people receive the campaign information

on mass mobilization?

Questions 10 and 11 in the questionnaire were meant to answer this research

question.

77

Respondents’ reactions on through which channels do people receive the

campaign information on mass mobilization of the National Orientation

Agency, (NOA) the National Agency for Food, Drug Administration and

Control (NAFDAC) and the Independent National Electoral Commission

(INEC).

(iv) Are Radio and television channels through which the target

beneficiaries (people of Awka South LGA) receive the Campaign

information on mass mobilization of the National Orientation

Agency (NOA), National Agency for Food, Drug Administration

and Control (NAFDAC) and the Independent National Electoral

Commission (INEC)?

Table 5 below shows that 370 representing 100% of the respondents are of

the opinion that the people receive the campaign information on mass

mobilization of the National Orientation Agency (NOA), National Agency

for Food, Drug Administration and Control (NAFDAC) and the Independent

National Electoral Commission (INEC) through radio and television.

Table 5: Responses of respondents on if target beneficiaries

Options Frequency Percentage

Yes 370 100%

No 0 0%

Total 370 100%

Source: Field survey 2010.

78

People of Awka South LGA receive the campaign information on mass

Mobilization of the National Orientation Agency (NOA), National Agency

on Food, Drug and Control (NAFDAC) and Independent National

Electoral Commission (INEC) through radio and television.

(iv) Do Newspaper and bill boards also serve as channels through

which people receive the campaign information of National

Orientation Agency (NOA), National Agency for Food, Drug

Administration and Control (NAFDAC) Independent National

Electoral Commission (INEC)?

Table 5 above shows that 370 representing 100% of the respondents are of

the opinion that the people receive the campaign information on mass

mobilization of the National Orientation Agency (NOA), National Agency

for Food, Drug Administration and Control (NAFDAC) and the Independent

National Electoral Commission (INEC) through radio and television.

This show that the respondents do not agree that newspapers and bill boards

also serve as channels through which people receive the campaign

information of the National Orientation Agency (NOA), the Nation the

National Agency for Food, Drug Administration and Control (NAFDAC)

and the independent National Electoral Commission (INEC)

79

Research question three

What is the level of acceptability of the mobilization campaign

information by the target groups?

Questions 13 and 14 in the questionnaire are meant to answer this research

question.

(v) Do you accept the mobilization campaign information of the

National Orientation Agency (NOA), The National Agency for

Food, Drug Administration and Control (NAFDAC) and the

Independent National Electoral Commission (INEC)?

Table 6 below shows that 260 respondents 70.3% of the respondent accepts

the mobilization campaign information of the National Orientation Agency

(NOA), the Nation the National Agency for Food, Drug Administration and

Control (NAFDAC) and the independent National Electoral Commission

(INEC) while 110 representing 29:7% of the respondents do not accept it.

Table 6: Responses of Respondents on the Acceptance of Mass

Mobilization

Options Frequency Percentage

Yes 260 70.3%

No 110 29.7%

Total 370 100%

Source: Field survey 2010.

80

Campaign information of the National Orientation Agency (NOA), National

Agency for Food, Drug Administration and Control (NAFDAC)

Independent National Electoral Commission (INEC).

Source: Field survey 2010.

(vi) Are you of the opinion that the target development beneficiaries

(people of Awka South LGA) highly accepts the mass

mobilization information of the National Orientation Agency

(NOA), the Nation the National Agency for Food, Drug

Administration and Control (NAFDAC) and the independent

National Electoral Commission (INEC)?

Table 7 below shows that 170 respondents 45.9% of the respondents are of

the opinion that the target development beneficiaries highly accepts the

mass mobilization campaign information of the National Orientation

Agency (NOA), the Nation the National Agency for Food, Drug

Administration and Control (NAFDAC) and the independent National

Electoral Commission (INEC) while 200 representing 54.1% are of the

opinion that their level of acceptance of the mass mobilization campaign

information is not high.

81

Table 7: Responses of respondents on whether the development

beneficiaries

Options Frequency Percentage

Yes 670 45.9%

No 200 54.1%

Total 370 100%

Source: Field survey 2010.

People of Awka South L. G. A accept the mass mobilization campaign

information of the National Orientation Agency (NOA), the Nation the

National Agency for Food, Drug Administration and Control (NAFDAC)

and the independent National Electoral Commission (INEC)

Research Question Four

Are public Relations and Advertising effective in achieving the mass

mobilization objective of organization under study?

Questions 16 and 17 in the questionnaire are meant to answer this research

question.

(vii) Is public relations effective in achieving the mass mobilization

objectives of the National Orientation Agency (NOA), the Nation

the National Agency for Food, Drug Administration and Control

(NAFDAC) and the independent National Electoral Commission

(INEC)?

82

Table 8 below shows that 370 respondents 100% of the respondents agree

that public relations is effective in achieving the mass mobilization

objectives of the National Orientation Agency (NOA), the Nation the

National Agency for Food, Drug Administration and Control (NAFDAC)

and the Independent National Electoral Commission (INEC).

Table 8: Responses of respondents on the Effectiveness of Public

Relations in Achieving the Mass Mobilization

Options Frequency Percentage

Yes 370 100%

No 0 100

Total 370 100%

Source: Field survey 2010.

Objectives of the National Orientation Agency (NOA), National Agency for

Food, Drug Administration and Control (NAFDAC) and Independent

National Electoral Commission (INEC)

(viii) In achieving the mass mobilization objectives of the National

Orientation Agency (NOA), the Nation the National Agency for

Food, Drug Administration and Control (NAFDAC) and the

independent National Electoral Commission (INEC)?

Table 9 below shows that 370 respondents 100% of the respondents agree

that advertising is effective in achieving the mass mobilization objectives of

the National Orientation Agency (NOA), the Nation the National Agency

83

for Food, Drug Administration and Control (NAFDAC) and the Independent

National Electoral Commission (INEC).

Table 9: Responses of Respondents on the Effectiveness of Advertising

in Achieving the Mass Mobilization

Options Frequency Percentage

Yes 370 100%

No 0 0%

Total 370 100%

Objectives of the National Orientation Agency (NOA), National Agency for

Food, Drug Administration and Control (NAFDAC) and the Independent

National Electoral Commission (INEC).

Research Question Five

Is there any comparism of differential impact or effectiveness of public

relations and advertising strategies in the mobilization campaigns of the

organization under study?

Questions 19 and 21 in the questionnaire are meant to answer this research

question.

(ix) In your opinion does public relations strategies have better

impact or effectiveness in the mobilization campaigns of the

National Orientation Agency (NOA), the Nation the National

Agency for Food, Drug Administration and Control (NAFDAC)

and the independent National Electoral Commission (INEC)?

84

Table 10 below shows that 90 respondents 24.3% of the respondents are of

the opinion that public relations strategies have better impact or

effectiveness in the mobilization campaigns of the National Orientation

Agency (NOA), the Nation the National Agency for Food, Drug

Administration and Control (NAFDAC) and the independent National

Electoral Commission (INEC) while 280 respondents 75.7% are of the

opinion that public relations strategies do not have better impact or

effectiveness in the mobilization campaigns of the organizations under

study.

Table 10: RESPONSES of Respondents on the Effectiveness of Public

Relations

Options Frequency Percentage

Yes 90 24.3%

No 280 75.7%

Total 370 100%

Source: Field survey 2010.

Strategies have better impact or effectiveness in the mobilization campaigns

of the National Orientation Agency (NOA), National Agency for Food,

Drug Administration and Control (NAFDAC) Independent National

Electoral Commission (INEC)

85

( x) Is it true that advertising strategies have better impact or

effectiveness in the mobilization campaigns of the National

Orientation Agency (NOA), The Nation the National Agency for

Food, Drug Administration and Control (NAFDAC) and the

independent National Electoral Commission (INEC)?

Table 11 below shows that 120 respondents 32.4% of the respondents are

of the opinion that advertising strategies have better impact or effectiveness

in the mobilization campaigns of the National Orientation Agency (NOA),

the Nation the National Agency for Food, Drug Administration and Control

(NAFDAC) and the independent National Electoral Commission (INEC)

while 250 respondents 67.6% of the respondents do not agree that better

impact or effectiveness in the mobilization campaigns of the organizations

under study.

Table 11: Responses of Respondents on the Whether Advertising

Strategies

Options Frequency Percentage

Yes 120 32.4%

No 250 67.6%

Total 370 100%

Source: Field survey 2010.

Impact or effectiveness in the mobilization campaigns of the National

Orientation Agency (NOA), National Agency for Food, Drug

86

Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC).

4.4 TEST OF HYPOTHESES

The hypotheses will now be tested using the chi-square statistical formula

which is given by

X2 = l (O-E)2

2

O = observed frequency

e = expected frequency

L = sum of

Level of significance used is 5%

Hypothesis One

Ho: The awareness level among target development beneficiaries affected

by the mobilization campaigns of the government agencies under

study using public relations and advertising is not high.

The research question 8 in the questionnaire to be used in solving this

hypothesis

Question 9

The awareness level among target development beneficiaries (people of

Awka South LGA) affected by the National Agency for Food, Drug

87

Administration and control (NAFDAC) and the Independent National

Electrical commission is rated?

(A) High [ ] (B) low

Options Frequency Percentage %

High 300 81.1%

Low 70 18.9%

Total 370 100%

The hypothesis will be calculated thus:

X2 = Σ (O – E)2

E

O = observed frequency

e = expected frequency

L = sum of

Level of significance used is 5%

Degree of freedom = (0.05) (R-1)

K = Columns

= 2 - 1 = 1

Critical value = X0.05 = 3.341

Theoretical value = 3.341.

O E O-E O-E (O-E)2

E

300 185 115 13225 71.486

70 185 -115 13225 71.486

Total 142.972

Calculated value = 143.0

Decision rule if the calculated X2 is greater than the theoretical value we

reject the null hypothesis and accept the alternative

88

X2 = 143.0 is greater than the theoretical value of 3.344 so we reject the null

hypothesis and accept the alternative which is H1: The awareness level

among target development beneficiaries affected by the mass mobilization

campaigns of the government agencies under study using public relations

and advertising is high.

Hypothesis Two

Ho: There are no channels through which people receive the campaign

information and mass mobilization.

Research Question 12 in the questionnaire was meant to answer this

hypothesis.

Question 12

There are many channels through which people receive the campaign

information on mass mobilization of the National Orientation Agency

(NOA), National Agency for Food, Drug Administration and control

(NAFDAC) and the Independent National Electoral Commission

(INEC) Yes [ ] No [ ]

Options Frequency Percentage %

High 260 70.3

Low 110 29.7

Total 370 100%

Using chi-square formula

X2 = Σ (O – E)2

E

O = observed frequency

89

e = expected frequency

L = sum of

Level of significance used is 5%

Degree of freedom = (0.05) (R-1)

K = Columns = 2 - 1 = 1

Critical value = X0.05 = 3.341

Expected = 370

2 = 185

O E O-E O-E (O-E)2

E

260 185 75 5625 30.40

110 185 -75 -5625 30.40

Total 60.80

X2 = Calculated value = 60.80

Following decision rule calculate value of 60.8 is greater than the theoretical

so we accept the alternative hypothesis which is

H1: There are channels through which people receive the campaign

information and mass mobilization.

Hypothesis three

Ho: The acceptability level of the mobilization campaign information by

the target groups is not high.

Question 15 in the questionnaire is meant to answer the hypothesis.

Question 15

Your rating of the acceptability of the mass mobilization campaign

information of the National Orientation Agency (NOA), the National

Agency for Food, Drug Administration and control (NAFDAC) and the

90

Independent National Electoral commission (INEC) by the target

beneficiaries (people of AWKA South LGA) is (a) high [ ] (b) low [ ]

Options Frequency Percentage %

High 200 54.1

Low 170 45.9

Total 370 100%

X2 = Σ (O – E)2

E

O = observed frequency

e = expected frequency

L = sum of

Level of significance used is 5%

Degree of freedom = (0.05) (R-1)

K = Columns

= 2 - 1 = 1

Critical value = X0.05 = 3.341

Expected = 370

2 = 185

O E O-E O-E (O-E)2

E

200 185 195 38025 205.5

170 185 -15 225 1.21

Total 204.29

X2 = Calculated value = 204.29

Following decision rule

When the calculated is higher than the theoretical we accept the alternative

hypothesis the calculated 204.29 is higher than the theoretical 3.341 so we

accept the alliterative which is H1:

91

The acceptability level of the mobilization campaign information by the

target groups is high.

Hypothesis four

Ho Public relations and advertising are not effective in achieving the

mass mobilization objectives of the organizations under study.

Question 18 in the questionnaire is meant to answer this hypothesis.

Question 18

What is your assessment of the effectiveness of public Relation and

Advertising in achieving the mass mobilization Objectives of the

National Agency for Food, Drug Administration and Control

(NAFDAC) and the Independent National Electoral Commission? (a)

High [ ] (b) Low [ ]

Options Frequency Percentage %

Effective 280 75.8

Not effective 90 24.3

Total 370 100%

X2 = Σ (O – E)2

E

O = observed frequency

e = expected frequency

L = sum of

Level of significance used is 5%

92

Degree of freedom = (0.05) (R-1)

K = Columns

= 2 - 1 = 1

Critical value = X0.05 = 3.341

Expected = 370

2 = 185

O E O-E O-E (O-E)2

E

280 185 95 9025 48.78

90 185 -95 -9025 48.78

Total 97.56

X2 = Calculated value = 97.56

Decision Rule: If calculated value is greater than the theoretical value we

reject the null and accept the alternative:

X2 calculated 97.56 is greater than the theoretical 3.341 so we accept the

alternative hypothesis which is H1: Public relations and advertising are

effective in achieving the mass mobilization objectives of the organizations

under study

Hypothesis Five

Ho: There is no comparism of the differential impact or effectiveness of

the impact strategies in the mobilization campaigns of the

organizations under study.

93

Question 21 in the questionnaire is meant to answer this hypothesis.

Question 21

Can you compare the differential impact or effectiveness of public

Relations and Advertising strategies in the mobilization campaigns of

the National Orientation Agency (NOA), The National Agency for Food,

Drug Administration and Control (NAFDAC) and the independent

National Electoral Commission?

Yes [ ] No [ ]

Options Frequency Percentage %

yes 180 48.6%

no 190 51.4%

Total 370 100%

X2 = Σ (O – E)2

E

O = Observed frequency

e = Expected frequency

L = Sum of

Level of significance used is 5%

Degree of freedom = (0.05) (R-1)

K = Columns

= 2 - 1 = 1

Critical value = X0.05 = 3.341

Expected = 370

94

To find calculate value

O E O-E O-E (O-E)2

E

180 185 -5 25 0.135

190 185 5 25 0.135

Total 0.27

X2 = Calculated value = 0.27

Decision Rule: If calculated value X2 is greater than the theoretical value

we reject the null hypothesis and accept the alterative hypothesis but if the

calculated value is less than the theoretical value, we accept the null

hypothesis and reject the alternative which is Ho: There is no comparism of

the differential impact or effectiveness of the public relation and

advertising strategies in the mobilization campaigns of the organizations

under study.

95

CHAPTER FIVE

SUMMARY OF FINDINGS AND DISCUSSION

5.1 SUMMARY OF FINDINGS.

It could be discerned from table 2 that the more than half of the people of

Awka south LGA are aware that the National Orientation Agency (NOA),

the National Agency for food, Drug Administrational Agency for Food,

Drug Administration and Control (NAFDAC) and the Independent National

Electoral Commission carry out their mass mobilization campaign using

public relations and advertising. This is shown by 54.1% of the respondents

agreeing to that fact. From table 3 it could be discerned that the target

development beneficiaries (people of Awka South (LGA) are affected by

the mass mobilization campaigns of the National Orientation Agency

(NOA) ,National Agency for Food, Drug, Administration and Control

(NAFDAC) and the Independent National Electoral Commission using

public relations and advertising .This is shown on table 3 as 260

representing 70.3% of the respondents affirming that they are aware of the

fact and table 4 as 75.7% of the respondents agreeing to the fact as against

24.3% that disagreed that the people of Awka South LGA are highly aware

of the mass mobilization campaigns of the National Agency for Food, Drug

Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) using public relations and advertising.

96

From the study the researcher also found out that the people of Awka South

LGA receive the campaign information on mass mobilization of the

National Orientation Agency (NOA), National Agency for Food, Drug

Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) basically through radio and television as

confirmed by 100% of the respondents.

In the same vein all the respondents do not agree that newspaper and bill

boards serve as channels through which people receive campaigns

information on mass mobilization of the National Agency for Food, Drug

Administrational Agency for Food, Drug Administration and Control

(NAFDAC) and the Independent National Electoral Commission (INEC).

The study shows that the mass mobilization campaign information of the

National Agency for Food, Drug Administrational Agency for Food, Drug

Administration and Control (NAFDAC) and the Independent National

Electoral Commission (INEC) are accepted by the people of Awka South

LGA. This can be seen from 70.3% of the respondents agreeing to that fact

as shown on table 8.

Public Relations and Advertising are effective in achieving the mass

mobilization campaigns objectives of the National Agency for Food, Drug

Administrational Agency for food, Drug Administration and Control

(NAFDAC) and the Independent National Electoral Commission (INEC),

97

this was confirmed by 100% of the respondents agreeing to that as shown on

table 10.

Table 11 shows that public relations strategies and advertising strategies do

not have better impact or effectiveness than each other in achieving the mass

mobilization campaign objectives of The National Orientation Agency

(NOA) the National Agency for Food, Drug Administrational Agency for

food, Drug Administration and Control (NAFDAC) and the Independent

National Electoral Commission (INEC) this can be seen from the fact that

75.7% of the respondents said that public relations strategies are not better

than advertising strategies while table 12 shows that 67.6% also are of the

opinion that advertising strategies are not also better than public relation

strategies and there was no differential impact or effectiveness of public

relations and advertising strategies.

5.2 DISCUSSION ON FINDINGS

We were able to interview the traditional ruler of Awka, members of the

Igwe in council, village heads of the various villages that make up Awka

South LGA, Town union leaders, leaders of the age grades and women

leaders. All of them agreed that they have the knowledge about mass

mobilization and that they have constantly been involved in mobilizing the

community members for development activities. According to them, the

community members usually receive information about mass mobilization

activities mainly through radio and television and that these medium are

98

effective as almost everybody in the community has a radio set. They also

said that some times, these mobilization information are usually done in

their local language which is Igbo language.

The opinion leaders also have knowledge about the three organizations

under study which are: the National Orientation agency, the National

Agency for food, Drug Administration and control and the Independent

National Electoral Commission and that these organization usually carry out

mass mobilization activities to get people involved in socio-political

development of the nation and that these organization have also carried out

the mobilization campaigns activities in Awka South LGA.

We were also meant to understand that they are also aware that these

organizations carry out their activities through public relations and

advertisements using radio and television as medium for communication.

They also agreed that the community members accept the mass

mobilization campaign information of the three organization this is shown

by their massive turn out during elections carried out by the independent

National Electoral commission (INEC) to choose their own leaders. They

were of the opinion that the mass mobilization campaign of the National

Orientation Agency (NOA) National Agency for food Drug Administration

and Control (NAFDAC) and the Independent National Electoral

99

Commission (INFC) have been effective, but that there is still room for

improvement. Some areas they said should be looked into are:

a. Inability of these organizations to package these mass mobilizations

in their local dialect.

b. The inability of these organizations to harmonize traditional media

contents into their mass mobilization activities.

c. Inability of integrating the mass communication technology of radio

and television with the rural traditional rural based systems.

d. The unavailability of community press for the production of

community Newsletters:-

Finally the opinion leaders were of the view that for mass mobilization

campaigns of these organizations to be enhanced there should be:

a. Need for rural reporting of the activities of these organizations

b. The organizations under study should try and decentralize the content

try and decentralize the content of traditional and modern media

message content. In any given campaign.

c. The organizations under study should train and retrain

communicators to operate both traditional and modern media.

d. The organizations under study should also develop the

communication environment of both traditional and mass media.

If all these are done, they believe that the mass mobilization would be more

effective than it presently is.

100

CHAPTER SIX

CONCLUSIONS AND RECOMMENDATIONS

6.1 CONCLUSION

In this study, the researcher sort to evaluate the effectiveness of the use of

public relations and advertising strategies in mobilizing people support for

development using the National Orientation Agency (NOA), National

Agency for Food Drug Administration and Control (NAFDAC) and

Independent National Electoral Commission (INEC) as case studies. It was

realized from this study that the strategy for an effective mass mobilization

campaign is a very good and effective public relations and advertising

programme that will ensure that the masses imbibe attitudinal change and

behavioral modification taking into consideration the wide cultural diversity

of Nigeria.

However in conclusions, it is logical to reason that if the masses are

adequately mobilized by the National Orientation Agency (NOA), The

National Agency for Food Drug Administration and Control (NAFDAC)

and the Independent National Electoral Commission (INEC) some of the

ugly incidents witnessed in the country like the Jos crisis, Electoral violence,

the Niger Delta issue, deaths from the use of fake and substandard foods

goods and drugs would have been averted and minimized. There would be

greater understanding and acceptance of government policies and

programmes leading to the expected development benchmarks.

101

6.2 RECOMMENDATIONS

Mass mobilization is a deliberate and sustained campaign to change an

already established social order, norms of practice and bring about a new

attitude society. It is a means of motivating Nigerians to respond by

contributing to Nation building it is therefore recommended that:

(1) Mass mobilization messages should be fashioned to suit the

characteristics of the target audience

(2) There is need for decentralization of the content of traditional and

modern media message content in any given campaign. This is to

ensure that everybody especially the rural masses are involved,

3) The National Orientation Agency, The National Agency for Food,

Drug Administration and Control and the Independent National

Electoral Commission, need to understudy the possibility of

appealing to different tribes and ethnic groups involved in the mass

mobilization programmes .

4) Public relations and advertising strategies should be used in mass

mobilization campaign in getting people sensitized to participate in

mass mobilization campaign of government organizations

5) There is the need for operational use of public relations and adverting

in the propagation of mass mobilization campaign messages for

effective attitudinal change and behavioral modification.

102

The researcher believes that if all of the above recommendations are carried

out, the citizens would show higher support towards mass mobilization

efforts by the government.

103

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110

APPENDIX I

Institute for Development Studies

University of Nigeria

Enugu Campus.

Dear Respondent,

I am a student of the above named institute and university conducting a

research on a comparative evaluation of the effectiveness of the use of

public relations and advertising strategies by selected government agencies

in mobilizing people’s support for development in Nigeria the outcome of

this research work will help find out the role of public Relations and

Advertising in mobilization effectiveness. The data collected would be used

purely for research and would be strictly treated with confidence.

Yours faithfully,

JOY ADA ONYESOH

PG/MSC/08/47570

111

Questionnaire on a comparative analysis of the role of public relations

and advertising in mass mobilization: A Study of National Orientation

Agency, National Agency for Food, Drug Administration and Control

and Independent Electoral Commission.

Section A. personal data of respondents please indicate the right answers by

ticking ( � ) in the appropriate box

1) Male [ ] female [ ]

2) Range

(a) 15-26 [ ] (b) 26 - 32 [ ]

(c) 33-35 [ ]

3) Your occupation

(a) Student [ ] (b) civil servant [ ]

(c) Business [ ] (c) Non [ ]

4. Martial status

(a) Married [ ] (b) Single [ ]

(c) Separated [ ]

5. Education background

(a) FLSC [ ] (b) WASELSSCE [ ]

(c) NCE/HND [ ] (d) Degree [ ]

(e) Other [ ]

112

Section B: SUBSTANTIVE ISSUES

6. Do you any knowledge of the national orientation agency (NOA), the

National Agency for Food, Drug Administration and control

(NAFDAC) and the independent National Electoral commission

(INEC) carrying out their mass mobilization campaigns using public

Relations and Advertising?

Yes [ ] No [ ]

7. Are you aware that the target development beneficiaries (the people of

Awka South LGA) are affected by the mobilization campaigns of the

National Orientation Agency (NOA), the National Agency for Food,

Drug Administration and control and the Independent National

Electoral Commission using public relations and advertising? Yes [ ]

No [ ]

8. In your own opinion, do you think that target development

beneficiaries (People of Awka South) are highly aware of the mass

mobilization campaigns of the National Orientation Agency (NOA),

the National Agency for Food, Drug Administration and Control

(NAFDAC), and the Independent National Electoral Commission

(INEC)?

Yes [ ] No [ ]

9. The awareness level among target development beneficiaries (people of

Awka South LGA) affected by the National Agency for Food, Drug

113

Administration and control (NAFDAC) and the Independent National

Electoral Commission is rated?

(A) High [ ] (B) low [ ]

10. Radio and television are channels through which people of Awka

South LGA receive the campaign information on mass mobilization?

(a) Yes [ ] (b) No [ ]

11. Do newspapers and billboards also serve as channels through which

people receive the campaign information on mass mobilization of

NOA, NAFDAC and INEC?

Yes [ ] No [ ]

12. Are there many channels through which people receive the campaign

information on mass mobilization of the National Orientation Agency

(NOA), the National Agency for Food, Drug Administration and

control (NAFDAC) and the Independent National Electoral

Commission (INEC)? Yes [ ] No [ ]

13. Do you accept the Mobilization campaign information of the National

Orientation Agency (NOA), the National Agency for Food, Drug

Administration and control (NAFDAC) and the Independent National

Electoral Commission (INEC)? Yes [ ] No [ ]

14. Are you of the opinion that the target development beneficiaries

(people of AWKA South LGA) highly accepts the mass mobilization

campaign information of the National Orientation Agency (NOA), the

114

National Agency for Food, Drug Administration and control

(NAFDAC) and the independent National Electoral Commission

(INEC)? Yes [ ] No [ ]

15. What is your Rating of the acceptability of the mass mobilization

campaign information of the National Orientation Agency (NOA), the

National Agency for Food, Drug Administration and control

(NAFDAC) and the Independent National Electoral commission

(INEC) by the target beneficiaries (people of AWKA South LGA) is

(a) high [ ] (b) low [ ]

16. Is public relations effective in achieving mass mobilization objectives of

the National Orientation Agency (NOA), the National Agency for

Food, Drug Administration and Control and the Independent National

Electoral Commission (INEC)? Yes [ ] No [ ]

17. In achieving the mass mobilization Objectives of the National

Orientation Agency (NOA), the National Agency for Food, Drug

Administration and control and the independent National Electoral

Commission (INEC), do you consider advertising effective?

Yes [ ] No [ ]

18. What is your assessment of the effectiveness of public relation and

advertising in achieving the mass mobilization Objectives of the

National Agency for Food, Drug Administration and Control

115

(NAFDAC) and the Independent National Electoral Commission? (a)

High [ ] (b) Low [ ]

19. In your opinion, do public relation strategies have better impact or

effectiveness in the mobilization campaigns of the National

Orientation Agency for Food, Drug, Administration and Control

(NAFDAC) and the Independent National Electoral Commission?

Yes [ ] No [ ]

20. Is it true that Advertising strategies have better impact or

effectiveness in the mobilization campaigns of the National Agency

for Food Drug Administration and Control (NAFDAC) and the

Independent National Electoral Commission?

Yes [ ] no [ ]

21. Can you compare the differential impact or effectiveness of public

Relations and Advertising strategies in the mobilization campaigns of

the National Orientation Agency (NOA), The National Agency for

Food, Drug Administration and Control (NAFDAC) and the

independent National Electoral Commission? Yes [ ] No [ ]

116

APPENDIX TWO

INDEPTH ORAL INTERVIEW SCHEDULE

1. Are you one of the community leaders?

2. How long have you been a community leader?

3. Do you have any knowledge about mass mobilization?

4. If yes, have you been involved in mobilizing members of your

community for development activities?

5. Through which means does the community member usually receive

information on mass mobilization?

6. Is these channel/means through which the community members

receive the mobilization campaign information effective in

mobilizing them if not why?

7. Do you have any knowledge of the National Orientation Agency, The

National and the independent Electoral Commission (INEC)?

8. Are you aware that these three organizations carry out mass

mobilization campaign activities?

9. Has these three organizations carried out mass mobilization

campaigns in your community?

10. Do you have any knowledge of public relations and advertising?

11. Do you know if the three organization does their mobilizations

campaign objectives using public relations and advertising.

117

12. Are the community members accepting or have they been accepting

the mass mobilization campaigns carried out by the three

organizations?

13. If they have accepted can you rate their acceptance level?

14. Have the Mass mobilization campaigns of the National Orientation

Agency, (NOA), The National Agency for Food, Drug

Administration and control (NAFDAC) and the Independent National

Electoral Commission being effective in mobilizing the community

members for development?

15. If the has not been effective, what are the reason for its

ineffectiveness?

16. In your Opinion, how do you think it will be made effective?

17. What is your advice to these Agencies in other to make their mass

mobilizing campaigns more effective?

18. How do you think the community members should be better

mobilized by these three Agencies for development?