EFFECT OF RADIO POLITICAL JINGLES ON VOTERS PERCEPTION AND RETENTION: A STUDY OF IKA NORTH EAST LOCAL GOVERNMENT AREA IN DELTA STATE

ABSTRACT

The aim of the study was to ascertain the influence of radio political jingle on voter’s perception and retention using Delta state, Ika north local government as a study. The study sought to determine of the study how effective radio political jingles is in eliciting voter’s memory to retain and recall a given commercial. The researcher adopted the survey research method with a sample size of 399 respondents. Stratified and systematic sampling techniques were used in selecting the respondents out of the total estimated population of Ika north municipal, Delta State. A structured questionnaire was constructed to provide answer to the research questions. The major findings showed that radio jingles are effective in achieving retention and recall in advertising; audience rely on jingle for advert retention; Age and memory threshold affect retention and recall of jingles; Jingles influence the ability of the audience to retain television commercial, radio commercial; apart from jingle, drama can also influence advertising retention and recall.