The outgoing President of the Chattered Institute of Marketing Ghana (CIMG) Professor Stephen Addae has asked professional marketers to be deeply involved in packaging people for political positions.
Speaking at the annual general meeting of CIMG, he told them to look beyond services and goods to marketing of personality for various positions.
Speaking with the 2008 general elections in mind, Prof. Addae said the elections were a major event that present several opportunities to marketers.
Citing the over 24 people who intend to vie for the presidential slot of the New Patriotic Party and the prospective candidates for the other political parties, he said marketers could have a lot on their hands in packaging and preparing presidential hopefuls.
He however cautioned that the involvement of marketers should not lead to a situation where substance will be sacrificed.
“When it comes to even the political processes - the campaign, the advertisements they are all marketing. But what I am saying is that in doing so we hope it would not be just a matter of just showing the cosmetics. I think the marketers should focus on substance because the nation needs leaders of substance,” he said.
Prof. Addae who has been campaigning for deeper involvement of professionals in national matters believes that the use of professional marketers in shaping candidates for political positions could enhance politicking in Ghana.
“It would allow people to make informed choices,” he said.