Audience Perception Of Medical Advertisements On FM Radio

Abstract

Many consumers use the medicines they need without consulting any doctor or health professional in Pakistan, due to which there is not only an unnecessary use and wastage of medicines but also these unnecessary medicines have serious effects on the health of consumers. FM radio is a popular medium among the people with low SES specifically. Medical advertisements can be frequently heard on almost any radio channel in Pakistan. The objectives of this study were to examine the audience perception of the medical/health advertisements on FM Radio, their perception and procurement behaviors. A thorough quantitative survey concluded that audiences not only consider radio as an authentic medium, also they believe that the content of medical advertisements is useful for them. They were willing to purchase the advertised drugs without any doubt in their mind and considered it safe as they believe in authenticity of the medium advertised on.