EXPOSURE TO TELEVISION PROMOTION OF PHARMACEUTICAL PRODUCTS AND TRENDS TOWARDS THEM / FIELD RESEARCH FOR A SAMPLE OF THE AUDIENCE IN THE CITY OF BAGHDAD

EXPOSURE TO TELEVISION PROMOTION OF PHARMACEUTICAL PRODUCTS AND TRENDS TOWARDS THEM / FIELD RESEARCH FOR A SAMPLE OF THE AUDIENCE IN THE CITY OF BAGHDAD

  • أفنان محمد شعبان
  • هدى جابر حسين
Keywords: audience, promotion, drugs, satellite channels, exposure.

Abstract

A field study was conducted on a sample of the public in Baghdad to study the audience's exposure to the television promotion of pharmaceutical products and their trends in order to determine the rate of exposure of the public to the television promotion of pharmaceutical products according to the theory of uses and rumors and to determine the public's attitudes towards television promotion of pharmaceutical products. A survey of (25) a questions was distributed to a sample of the audience of 150 people. The statistical program SPSS was used to unload the data and for the calculation of frequencies and percentages and correlation coefficients. The research reached several results, Most importantly, the television promotion is well received by the public, due to the fact that the means of television promotion is the most attractive means for its publicity and advertisements for medicines. Also, the sample trends formed towards the television promotion of pharmaceutical products were of high responses indicating the good impact of programs to promote medicines to the public in various sectors. From results, it was proven the first assumption that there was a significant correlation between the demographic variables (gender and age) except for the educational level, which gave a non-D indicator to the level of exposure to the TV promotion of the pharmaceutical products and the existence of statistically significant differences in the effect of the TV promotion of pharmaceutical products.

Author Biographies

أفنان محمد شعبان

Lec. Dr. Department of Research and Studies, Market Research & Consumer Protection Center, Baghdad, University of Baghdad, Baghdad, Iraq,

هدى جابر حسين

2Assis. Lec. Department of Commodity Evaluation and Service Performance, Market Research & Consumer Protection Center, Baghdad,

Published
2018-12-31