Chapter One — 1.1 Background to the Study

In recent years, Political Advertising has emerged as a critical factor shaping brand perception across organizations operating in and around Lagos State. As institutions grapple with the pressures of globalization, regulatory reform, and shifting stakeholder expectations, understanding how political advertising relates to brand perception has become an important area of both scholarly and practical concern.

Within the context of Lagos State, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of political advertising on brand perception, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on political advertising, there remains limited consensus on the precise nature of its relationship with brand perception, particularly within Lagos State. Many organizations continue to make decisions about political advertising without a clear, evidence-based understanding of how those decisions ultimately affect brand perception. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Political Advertising on brand perception in Lagos State.
2. To assess the extent to which political advertising influences brand perception within the study area.
3. To identify the challenges associated with political advertising in relation to brand perception.
4. To recommend strategies for optimizing political advertising in order to improve brand perception.

1.4 Research Questions

1. What is the effect of political advertising on brand perception in Lagos State?
2. To what extent does political advertising influence brand perception within the study area?
3. What challenges are associated with political advertising in relation to brand perception?
4. What strategies can be adopted to optimize political advertising in order to improve brand perception?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around brand perception. For managers and practitioners within Lagos State, the study provides practical insight into how political advertising can be better managed. Finally, it contributes to the academic literature on mass communication by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

In terms of scope, this PhD study confines itself to Lagos State, focusing specifically on how political advertising relates to brand perception within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.