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ISSN: 0331-4111
Volume 14, No. 2  (2016)

DOI: 10.36108/NJSA/6102/14(0220)

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: kabsalami@yahoo.co.uk

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

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