Determinants of Preferences for Advertisement and Communication in the Promotion of Anti-Malaria Products in Ibadan, Southwestern Nigeria
Year: 2016
Type: article
Study design: Observational Study
Abstract: One of the strategies for promoting malaria prevention and control globally is advertisement of anti-malaria products. This study was designed to determine users’ preferences for style of advertisement and communication of anti-malaria products in Ibadan. Data collection involved twelve Key Informant Interviews and 500 copies of a questionnaire. Radio was the most preferred and most accessible medium of advert in both rural and urban areas. A large majority (86.4%) of rural dwellers preferred advertisements in form of speeches, house-to-house campaigns, face-to-face counselling and rallies. Whereas, advertisement in forms of drama (44.0%) and music (16.0%) were preferred by the urban dwellers. Results show that advertisements and communication programs on anti-malaria products do not relay messages on drug reaction and its treatment, and cost of anti-malaria products. Hence, advertisements and communicative programmes for controlling malaria would be more effective if the social and environmental factors influencing preferences for advertisement are put into consideration.
Authors: Kabiru K. Salami, Chinwe M. Onuegbu
Institution: University of Ibadan
Language: English
Topic: Media Influence and Health
Subfield: Literature and Literary Theory
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W3048040760