EFFECTIVENESS OF ADVERTISING STRATEGIES IN THE USE OF HERBAL MEDICINE (A STUDY OF IMO METROPOLIS)

The main objective of this research was to check the extent to which adverts are effective in the use of herbal medicine. The survey research method as adopted to examine the opinions of the residents of Owerri metropolis on how adverts are effective for their usage of herbal medicine. The 2025 projected population estimates for Owerri metropolis, based on the 2016 population census is, 5,459,300 as obtained from the National Commission, Imo State Office, Owerri. Because of the largeness of the population Wimmer and Dominick online sample calculator was used to determine a manageable sample size of 119. The data was collected from 5 layouts of Owerri Metropolis namely Ikenegbu layout, World Bank Estate, Okigiwe Road, Amakohia and Wederal Road in which the administration of the distribution of questionnaire was done across 5 days and collected back each day. Data collected with questionnaire were presented on tables and analyzed with simple mathematical percentages as presented on the table. Chi-square was used to test the hypothesis. Evidence from the analyzed and tested data show that herbal products are not effectively advertised using broadcast media, and the usage and patronage of herbal products is highly dependent on the effectiveness of the advert. It was concluded that effectiveness of adverts influence use. Also, lack of proper advertising will reduce the level of patronage and exposure of herbal medicine. It was recommended that; Herbal medicine in Nigeria should be properly looked at, especially by NAFDAC, for security reasons. Because, most of these herbal medicines are not registered under NAFDAC or any regulatory body. And also, herbal medicine should be advertised using other media.