EVALUATION OF THE EFFECTIVENESS OF RADIO ADVERTISEMENTS OF FAMILY PLANNING PROGRAMMES

EVALUATION OF THE EFFECTIVENESS OF RADIO ADVERTISEMENTS OF FAMILY PLANNING PROGRAMMES

(A STUDY OF ENUGU METROPOLIS)

Abstract

This research work is aimed at evaluating the effectiveness of the radio advertisements on family planning programmes bearing in mind the impact of family planning advertisement on the radio audience. The research method used was survey method and questionnaire being the instrument. The findings got from the questionnaire shows that the people of Enugu metropolis now know where to go and get the proper family planning method of their choice. And also what family planning is all about. I hereby recommend that the Planned Parenthood Federation of Nigeria should not relent in their efforts of advocating for family planning programmes.

CHAPTER ONE

1.1 BACKGROUND OF THE STUDY

Advertising can be traced down to the origin of man. Therefore, it is a phenomenon that has been with the society for a very long time.

Although advertising is so popular, it is difficult to come up with a single and an all embracing definition. However some scholars have proffered some definitions, which will be highlighted in this study.

According to academic’s dictionary of mass communication, compiled by Michael Hoffmann (2007, p.9) “Advertising is a paid, medicated, form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future”.

Throwing more light on this, the dictionary of business and finance captures it as any form of paid public announcement or presentation, which is aimed at the promotion of the sake of goods and services, or at gaining acceptance for any idea or point of view.

No wonder Okunna (2002, P.99) Jonathan E. Aliede, says in their more recent and widely accepted definition states thus that, advertising is the non – personal communication of information, usually paid for and usually persuasive in nature about products (goods and services) or ideas by identified sponsors through various media. From the above running background, it is obvious that advertising from all indication is usually the easiest means to reach the target consumer directly. Therefore, advertising enables sponsor to reach a substantial segment of their target audience through various media especially print and electronic.

But before casting our research searchlight on the effectiveness of radio advertisement as one of the media on family planning programme advertisement, it is pertinent that we focus this research search light on the history of family planning programme because a people without a history is like a people without a past.

On the other hand, the historical development of man’s desire to control his reproduction is as old as humanity. The WHO (World Health Organization) definition of family planning states that it is a way of thinking and living that is adopted voluntarily based on the knowledge, attitudes and responsible decisions by individuals and couples in order to promotes health and welfare of the family group and thus; contribute effectively to the social development of the country. Egyptians as early as 1850 BC described various methods of birth control in scrolls. Aristotle, A Greek Philosopher in the 4th century B.C stated that the state’s best interest would be served by keeping the population stable.

In the early history of African culture, the mother and the infant were separated from the father for prolonged periods of time following childbirths; consequently, this practice ensured a good nutritional period for the infant and abstinence for the mother. The above underscores the fact that family planning is as old as history itself.

In 1797, Jeremy Bentham advocated birth control in England. Giving credence to what Bentham advocated for, Francis place whose dissertation, “Illustrations and proofs of the Principles of Population” published in 1882 made a remarkable impact which proposed contraception to reproduction. Subsequent theories by Thomas Malthins, an Englishman who wrote “An Essay of the Principle of population” in 1798 which stated that poverty was unavoidable because the means of production could not increase as quickly as the population also made an impact.

FRCN’s medium wave service, Radio Nigeria, has 25 stations located throughout the country and together with voice of Nigeria, considers itself to have the largest radio network in Africa. In 2007, FRCN began introducing FM transmitters in some locations, and plans to begin upgrading and modernizing its shortwave and medium wave transmitters in the coming years. The FRCN is Nigeria’s publicly funded radio broadcasting organization. Among its subsidiaries are the domestic radio network known as Radio Nigeria and the Voice of Nigeria International Radio Service.

1.2 STATEMENT OF THE RESEARCH PROBLEM
For a very long time, Nigerians have been indifferent to family planning. In some cultures, people’s dignity, prestige and power were reflected on the number of wives and children they had. Nigerian government in the past was also unconcerned about family planning as their basic amenities for their citizenry.

According to Nwankwo (1999, P.15). The major factor resulting in rapid population growth is the fact that many couples who would have wanted to limit the size of their family were discouraged by religious or cultural constraints. There are some religious beliefs that discourage any physical or material interference with the laws of nature or God, as children are believed to be gift from God.

Furthermore, culturally Nigerians often say that “it is only God that knows the child that will succeed one”. This saying was as a result of the precarious nature of the health facilities in the past. Then infant mortality rate was high so, in order not to lose the few children one has to measles, cholera, kwashiorkor and other health hazards prevalent then they resulted to having many children thereby throwing the social and economic implication over board. This belief is still in existence till now.

1.3 SIGNIFICANCE OF THE STUDY
This research study is prompted by many factors. Some of these are the continuing interest in and awareness of family planning by Nigerians and also the establishment of more family planning units by the government.

The study will also help to determine the extent of knowledge of family planning among radio audience and likewise their attitude towards this programme.

Also the research should help to ascertain the importance of electronic media especially the radio as a media of bringing about people’s awareness of innovations. It will give indications of which medium is most effective in carrying out the advertisement messages.

The research will also determine the various social, economic and cultural factors which may influence people’s attitudes towards family planning.

As a result of this study, the researcher hopes to enlighten the Nigerian public more on the benefits one stands to gain from a well planned family. Such benefits includes: increase in standard of living of the whole family; safeguarding of the good health of mother and child and limiting the size of the family to the one they can conveniently cater for. It will assist the government to find possible ways of improving on the family planning policy.

1.4 OBJECTIVES OF THE STUDY
The main purpose of this study is to:

1. Identify the implications of escalating population on the entire nation, both socially and economically.

2. Formulate population policy to check the situation by the government.

3. Find out the perception of the various family planning advertisements on the radio by its audience.

The decision to use the radio is as result of the fact that it is a strong and effective medium employed to make people be aware of innovations and the programmes aired and it does not attract any unit cost to the consumer. Once you posses a portable radio, you can tune into any programme at anytime at extra charge.

What’s more, little effort is needed in getting access to the radio, as consumers do not need to walk or drive about looking for radio programmes. In addition, radio is omnipresent or ubiquitous that is, it can be found everywhere meaning it has a wider coverage than the other media as radio can easily be afforded by an average citizen.

1.5 RESEARCH QUESTIONS
This research study is set to find answers to the following research questions.

1. Does the Christian religious doctrines on procreation a factor on the residents of Enugu Metropolis no to see reason or understand what family planning is?

2. Does the culture and belief of the Ibos on marriage and child bearing the cause of their difference on family planning advertisement?

3. Is inadequate message content on family planning advertisement the reason from the apathy of family planning by the residents of Enugu Metropolis?

4. To what extent do advertisements on radio influence the public in adopting family planning.

1.6 RESEARCH HYPOTHESES
H1: The Christian religious doctrine on procreation is a factor on the residents of Enugu Metropolis not to see reason or understand what family planning is.
H0: The Christian religious doctrine on procreation is not a factor on the residents of Enugu Metropolis not to see reason or understand what family planning is.

H1: The culture and belief of the Ibos on marriage and child bearing is the cause of their indifference on family planning advertisement.
H0: The culture and belief of the Ibos on marriage and child bearing is not the cause of their indifference on family planning advertisement.

H1: Inadequate message content on family planning advertisement is the reason for the apathy on family planning by the residents of Enugu Metropolis.
H0: Inadequate message content on family planning advertisement is not the reason for the apathy on family planning by the residents of Enugu Metropolis.

H1: Advertisements on radios influence the public in adopting family planning.
H0: Advertisements on radios do not influence the public in adopting family planning.

1.7 CONCEPTUAL AND OPERATIONAL DEFINITIONS OF TERMS
Media: The various means of mass communication considered a whole, including television, radio, magazines and newspapers, together with the people involved in their production.

Mortality: The state of being human and not living forever.

Audience: The group of people who have gathered to watch or listen to something e.g a play, concert, somebody speaking etc.

Population: All the people living in a particular country, area or place.

Ubiquitous/Omnipresent: Seeming to be in all places.
Agency: A business or an organization that provides a particular service especially on behalf of other business or organizations.

Family Planning: The use of birth control methods to choose the number and timing of children born into a family.

Evaluation: The act of considering or examining something in order to judge its value quality, importance, extent, or condition.

1.8 ASSUMPTIONS:
Assumption of the study includes the following:
1. It assumed that the radio audience will now look up to family planning advertisement programmes to show then a better way of planning their families.

2. Secondly, the study will enable the people to know the importance of radio advertisement.

1.9 LIMITATIONS OF THE STUDY:
In the course of conducting this research some hindrances were encountered. The first problem was finance. Since radio audience are scattered across the country the researcher had to go from place to place in order to get different views and opinions. The traveling was capital intensive.

Some of the audience were conservatives and did want to talk about family planning saying that children are not mean to be countered. Also some were too busy to grant the researcher audience and fill out the questionnaires.

But despite these problems, the researcher still managed to gathers the required data and analyzed them accordingly without altering the authenticity of the information and quality of the research work.

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