EFFECT OF TRADO – MEDICAL ADVERTISING ON HUMAN HEALTH AND BROADCAST MEADIA
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- NGN 3000
ABSTRACT
The trend of wholesale commercialization of media outfits has given rise to programming of events that do not necessarily hold much value for the viewing public. Trado-medical practitioners in Nigeria appear to be keying into this development in the way they utilize the media to advertise and promote the efficacy of their drugs as an alternative to synthetic western drugs. The overall purpose of this study was to establish whether there is a relationship between perception of herbal medicine advertisement and purchase of such medicines among the populace in Southeastern Nigeria. The study was designed as a survey. Data were collected from 400 residents drawn from the capital cities of the five Southeastern states in Nigeria. Our findings suggest a high level of exposure to media herbal advertisements and this had a positive impact on the perception of herbal medicine among the residents. They also suggest passive influence on their purchase decision. This led to the conclusion that purchase decision for herbal medicine was dependent on cultural background, community and societal standards that affect people’s perception of need. Interpersonal communication and efficacy of herbal medicines rather than ubiquitous herbal media advertisements exerted more influence on the respondents’ purchase decision.
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