THE NIGERIAN JOURNAL OF SOCIOLOGY AND ANTHROPOLOGY
Volume 14, No. 2 (2016)
Determinants of Preferences for Advertisement and Communication in the Promotion of Anti-Malaria Products in Ibadan, Southwestern Nigeria
Kabiru K. Salami* & Chinwe M. Onuegbu
Department of Sociology University of Ibadan Ibadan, Nigeria
*Corresponding Author: firstname.lastname@example.org
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.
Keywords: Media, health communication, health promotion, malaria prevention, Nigeria