The influence of advertising in the adoption of factory treated mosquito nets

Abstract

In the fight against malaria there are different interventions used by consumers. The use of factory treated mosquito nets is one among the latest interventions available in the market today. The use of factory treated mosquito nets is not only the most convenient way to fight malaria but it is also considered to be cost effective. Factory treated nets have to compete with the non-treated nets for the share of market, the non-treated nets are considered to be cheap at face value but are expensive in the long JUn. This study was designed to determine the influences of advertising in the adoption of factory treated nets.

A survey was carried out and data was collected using questionnaires. Respondents were female and male of age 19-40 years residing in south B area in Golden Gate and Plains view Estates. Data was analyzed using frequencies and percentages.

The findings of the study were that factory treated nets are an innovation and for consumers to adopt this innovation the advertisements for factory treated nets should emphasise the benefits of using this product and the message should be persuasive. The adverts should also contain information on an existing problem that the product is intended to solve. The adverts should be as creative as to attract the attention of the target audience and be communicated in a language that is clear and can be understood by the target group.