The Campaign
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More About This Title The Campaign


Certainly, an exciting aspect of the democratic development of any nation is the period of electioneering campaign. Campaigns provide the superstructure of any democratic process. When well organized and conducted, campaigns can ensure emergence of stable, durable and development oriented democracies. On the contrary, when poorly organized and executed, even the best of democracies can be aborted and destroyed.
Unfortunately, our experiences with the organization and execution of political campaigns, leave much to be desired. Methods of electioneering campaigns seem to focus on the ultimate goal of winning elections by all means and at all cost. For this reason, the most exciting and essential bedrock of democracy is overlooked. The result has been the entrenchment of the culture of rigging, blackmail, discrete manipulations, thuggery, protest vote often times resulting in the loss of election by the best and the most popular candidate with the attendant political upheavals and massive lost of lives and valuable assets.
The toll of economic hardships and illiteracy together with the “winner takes all” attitude have devastating effects on democratic transformation of our nation. Infact we cannot agree more with the author that, sound, viable and genuine democracies must have as their cornerstone, and enlightened electorate, as well as, well structured electioneering campaigns, together with a “no-victor-no-vanquished” attitude that will accommodate all participants of the process. As the author has rightly pointed out candidates that will provide the much desired qualitative “missionary leadership” are manipulated out of the electoral process by lots of blackmail and mud-slinging. It is for these obvious reasons that a number of very competent, efficient, and patriotic Nigerians who could provide qualitative leadership for our people, do not present themselves to the electoral process.
It is with great pleasure that I recommend this text for careful study by our politicians, so that we can build a virile, enlightened and development oriented campaign for stable democratic civil rule.

Former chairman – MAMSER
Former Minister of Agriculture; Cooperation in Africa; Two times Ex Minister of Information,
Fmr. Adviser to the President on Political Affairs, Federal Republic of Nigeria

“When dogs, domesticated animals, and even ordinary citizens in their natural unpoliticised state of mind begin to hate and stop being loyal to their owner or mentor, he knows quite easily, but when politicians and political followers’ loyalty has shifted, it is difficult to know, for only then will their eye service come to the peak”.
Translation of a Yoruba common saying.

No one plans to fail but majority fail to plan. That is the basis of a nation’s overall failure particularly in the political and governmental arenas.

With this at the back of ones mind, one could see therefore the desirability of having a book that serves as a set of working papers or as companion and repository of details for the purposes fo establishment of political parties, prosecuting for elections, planning and execution of political manouvres.
An analogy to achieving success in the political terrain whether within intra party or during inter party general elections, is akin to when a student goes in for an external examination after having been properly groomed, tested and certified by schools, educational and institutional authorities as ready for such examinations, vis-à-vis the positive backing and moral support by the students’ parents, families and relations.

In the circumstance of political escapades, the general election represents the external examinations, the primary election represent the internal examinations and the party administration represent the schools while the candidates’ sponsors and supporters both within and without the party represent the family.

All these must work cooperatively and concurrently if success is to be achieved as a reward for their overall electoral efforts.
The crux of the matter is that most citizens, political parties, and their memberships, governmental organizations including the electoral commission, election candidates and the electorates either have no idea of their expected roles or feign ignorance and disregard their roles and respective functions and divisions of labour within the electoral system in a democratic setting. This is the primary objective and purpose for which THE CAMPAIGN has been written. It is meant to highlight the respective functions of each individual persons, segment, environment for progressive party administration, scientific electioneering, successful outing in elections and code of ethics for political office holders towards a progressive government and improved standard of living for the populace.
1 Is the man capable of representing the interest of his people and reporting back all the external activities and engagements that need be brought to the notice of the group? *
2 Does he seek the opinion of his people on issues before taking a definite stand or embarking on any line of action? *
3 Does he put contentious questions to vote and then abide by the opinion of the majority of his people? *
4 Does he discuss group expenditure proposal for joint decision before spending or disbursing group or public funds? *
5 Does he render accounts of his stewardship when necessary and run an open administration for, and unbiased relationship amongst, his people? *
6 Is he sympathetic and gives a support hand within his means towards the satisfaction of his people’s needs whether moral, material or financial? *
7 Has or can he develop good relationship or positive rapport with interest groups, other organizations and Governmental Agencies for the benefit of development of democracy, polity and interests of his people, followers and party alike? *
8 Is he capable of putting his personal ambition or even life on the line in fighting for the overall interests and common goal of the group and its members? *
9 Does he believe in and practice co-operation rather than confrontation, dialogue rather than dictatorship, compromise rather than coercion, enlightenment rather than back-biting and human relations rather than blackmail? *
10 Does he believe in joint participation, shared responsibilities and shared benefits and also look at the positive shade, bright side, and progressive view of issues as against the belief of live and let die for opponents, people of contrary opinion and even followers and associates? *
11 Does he believe in the bitter truth, hard-work and fair-play to achieve results no matter whether it makes him poor and unpopular as against deceit, fraud and rigging even if it seems the only way to achieve the easy life? *
12 Does he have the ability to forgive others as God forgives him and prefers good name, integrity and enviable reputation to money, power and spoils of office? *
13 Does he believe in equality of all, the brotherhood of man and non-discriminatory treatment of all members alike and openness in dealings with everybody? *
14 Is he tight-fisted or selective in the kind of assistance and to which member of the group he gives it? *
15 Is he always moody and unapprochable, misunderstanding little jokes, ill-natured, not quite friendly to or loved by associates and majority of people within his locality or constituency? *
16 Is he class-conscious and ready to rebuff little insults and attempt of less privileged member to get close to him? *
17 Is he evasive, diplomatic or political when he is confronted by members to improve their knowledge of prevailing situations and answer questions that help to improve members information rating? *
18 Does he indulge in secrecy, and believe in politics being sweet and realistic only when one tells lies, deceives others and also hoard information? *
19 Does he encourage political thuggery, violence, mayhem and extermination of political opponents to settle scores? *
20 Is he happy only when he revels in affluence and prosperity while others suffer want and remain in penury or wallow in abject poverty always looking up only to him? *
21 Does he have the tendency to use people to achieve his goals and ideals before he dumps them until when next he needs them, and has he been generally adjudged immoral, fraudulent, corrupt, exploitative, discriminatory, unpopular or of a battered public image? *
22 Is he fond of casting aspersion on the personality and integrity of other people outside the group and giving sweet and plenty promises without visible attempt at actualizing such promises to his followers? *
23 Has he developed himself in the art, science and culture of reading, thinking and planning for the purposes of self-development and execution of programmes and projects of greater benefit to the greater number of his people and followers? *
24 Does he possess the inate ability to help others solve their problems in whatever way he can and create an enabling environment to prevent a recurrent of such problems as against contributing to them? *
25 Is he capable of accepting defeat with magnanimity and yet have the capacity to instill confidence in the followership against other coming opportunities? *

In summarizing the organization of the campaign, our last word is hereby to tabulate a ten-point similarity between a marketing company and a political organization as follows:

Incorporation of a corporate company 1 ESTABLISHMENT
Registration of the party of establishment Aspirant’s /Candidates campaign Organisation.
Market Research to identify consumer needs and preferences. 2 RESEARCH
Constituency Research to identify voters needs and aspiration.
Identifying the product that adequately satisfies the need of the consumers. 3 RESOURCES SURVEY
This is to show which resources are available within the constituency as a means to an end of satisfying voter needs and to design services that best utilize such resources to meet the needs and satisfy the yearnings of the electorates and compile them in to manifesto of the party and /or the Operational Blue print of the candidate or Aspirant.
Giving a name and identity that can differentiate the product from those of both direct and indirect competitors. 4 IMAGING
Now will be the time to decide on the type of image the candidate or the party intends to project to the mind of the voting public. The image however in the spirit of sincerity and principle of administrative public relations must be a true reflection of the policy of the party, the average of the behavior and characteristics of key members of the party or the nature and personality of the candidate. Once decided, and projected, then stick by it.
A protection that serves to enhance the identity of the product. 5 COSTING
This is the stage of strategic planning and logistic consideration whereby the tone of the message and procedure are decided upon. It is also the phase at which the strength and weakness and cost thereof to the party or candidate are assessed with a view to devicing a means of improving on the weakness and deriving the best from strength in the party or candidate’s efforts at selling the candidate to the public.
The reward expected for the company’s services of producing the product for the market and benefits of consumers. 6 COST BENEFIT ESTIMATES
The outcome of any general election is the price payable or benefit derivable by a candidate or party for his or its activity or inactivity during the period preceding the election. This activity includes the choice of credible candidate and the assessment of the candidate’s or party’s chances at the elections. If the electorates pay high prices as evidenced by majority votes to elect a candidate or party, then the party has won premium for good services otherwise he or it has to pay the price for inactivity or insincerity.
To sample the acceptability of the product on the market. 7 OPINION POLL
The equivalence of test-marketing in politics is the opinion-poll to assess the voter-loyalty and candidate’s personality-rating. If these are favourable, fine, otherwise the strategies for publicity and courting the electorate must be reviewed or the candidate himself replaced.
These are complementary efforts at reaching consumers with information even when company staff is not available. 8 PUBLICITY AND PUBLIC RELATIONS
This is the stage where the necessary wherewithal have to be disbursed for pragmatic publicity, public relations and mobilization gifts.
Since what is clear to company employees about a product is not necessarily clear to the consumers, this gives the need to reach out to them and provide clarity to the consumer physically. This activity is what is called salesmanship. 9 CAMPAIGN
Public campaign rallies complemented by house to house door callers to sell the party or the candidate to the voters. This is the stage where the impact and contribution of the canvassers (Sales Representatives in politics) have to be felt.
The climax of company research, production, advertising and salesmanship is only when the product reaches the hands and homes of the consumers for the price of sale which is accepted as right and reasonably by the consumers. When this is complemented by customer satisfaction as a result of usage of the product. Such satisfaction is evidenced through repeat purchases of the same or other products marketed alongside the successful product or in future by the same company marketing others or substitute products. 10 SERVICE& VOTER SATISFACTION & RE-ELECTIONS
Distribution in marketing serves to put the goods and services in the hands or at the disposal of the consumer. Its parallel in politics is putting the services of candidates at the beck and call of the citizens once they have been voted into office. These services they must render without conditions on the realization that winning an election is not an end or success in itself. Success in politics like in marketing which is measured by repeat purchases, is only reflected by the chances of re-election of the incumbent or his/her sponsored nominees or candidate/s of the same party in future elections.


Lanre Ajiboye was born in 1948 and affiliated to the Institute of Management Services in 1986. Two of his books: We Brought Something, and Inferiority Complex have been published by Trafford Publisher, while nineteen other titles are waiting for publication of which The Campaign is one. The author now requests collaboration with any interested Agent, Publisher, and Copyright Buyer for contact to formalize conditions and terms of collaboration towards putting the books in the hands of reading public world-wide on 2348062506769.


Chapter One - America and the Nigerian Experience
Chapter Two - Party Administration
Chapter Three - Party Structure
Chapter Four - Campaign Organisation
Chapter Five - The Elections
Chapter Six - The Conclusionk


The crux of the matter is that most citizens, political parties, and their memberships, governmental organizations including the electoral commission, election candidates and the electorate either have no idea of their expected roles or feign ignorance and disregard roles and respective functions and division of laboratory within the electoral setting. This is the primary objective for which THE CAMPAIGN has been written. It is meant to highlight the respective functions of each individual person, or segment, and environment for progressive party administration, scientific electioneering, successful outing in elections and code of ethics for political office holders towards a progressive government and improved standard of living for the populace. Hear Professor Jerry Gana: "It is with great pleasure that I recommend this text for careful study by our politicians, so that we can build a virile, enlightened and development oriented campaign for stable democratic civil rule."