THEEXPOSURE OF BAGHDAD SLUM RESIDENTS TO TELEVISION DRUG ADVERTISEMENTS AND ITS TRENDS

THEEXPOSURE OF BAGHDAD SLUM RESIDENTS TO TELEVISION DRUG ADVERTISEMENTS AND ITS TRENDS

Authors

  • Hussein, J. Jaber

Keywords:

Exposure, residents of slums, TV pharmaceutical ads, trends.

Abstract

The advancement of science and technology in recent years has led to heavy and diversified production and thus market congestion in various goods and services; which led to an increase of competition among advertisers in order to meet the needs and wishes and to upgrade to the level of consumers. These upgrades have imposed an increase in the usage of the promotions, including advertising in terms of quantity and quality, to influence and persuade customers innovatively and creatively using all available mass media.

The research aims to identify the attitudes of residents of poor areas towards television advertisements for medicines, and the impact of those advertisements on them in terms of making purchase decisions. To achieve the objectives of the research, a stratified random sample (cluster sampling) was selected based on data and statistics taken from the Ministry of Planning (Central Statistical Organization) according to the criteria (governorate, district, district, alley) with a size of 482 males and females. The research has reached a set of results, the most important of which is that 73% of the surveyed sample confirmed that they took slimming drugs, which were identified through television advertisements, and that 54.6% of the sample confirmed that they sometimes believe in what is said about the capabilities of drugs that are announced on screens. TV.

Author Biography

Hussein, J. Jaber

Lecturer PhD., Radio and Television Department, College of Media, University of Baghdad, Baghdad, Iraq. [email protected]

Published

2021-12-31

How to Cite

Jaber, H. J. (2021). THEEXPOSURE OF BAGHDAD SLUM RESIDENTS TO TELEVISION DRUG ADVERTISEMENTS AND ITS TRENDS: THEEXPOSURE OF BAGHDAD SLUM RESIDENTS TO TELEVISION DRUG ADVERTISEMENTS AND ITS TRENDS. Iraqi Journal of Market Research and Consumer Protection, 13(2), 32–42. Retrieved from https://jmracpc.uobaghdad.edu.iq/index.php/IJMRCP/article/view/245