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| Author: | Erhun, W.O. Erhun, M.O. |
| Title: | The qualitative impact of broadcast media advertisement on the perception of medicines in Nigeria |
| Journal: | Journal of Consumer Behaviour
2003 : SEP, VOL. 3:1, p. 8-19 |
| Index terms: | Pharmaceutical industry Products Africa Advertising |
| Freeterms: | Media |
| Language: | eng |
| Abstract: | The study was aimed at determining the qualitative impact of broadcast media, that is, radio and television advertisement on the perception of medicines among the adult population in Nigeria. The study was carried out in Ibadan using a carefully designed and pretested questionnaire as the instrument for data collection after obtaining necessary ethical clearance. The study showed that broadcast media had a positive influence on the population. Both media were found to create awareness and enhance the existing level of awareness about over-the-counter (OTC) medicines in adults. |
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