THE EFFECTIVENESS OF RADIO ADVERTISING IN PROMOTING HERBAL PRODUCTS IN MUBI NORTH LOCAL GOVERNMENT AREA, ADAMAWA STATE

This study explores the effectiveness of radio advertising in promoting herbal products, with a focus on its impact on consumer awareness, perception, and purchase behavior in both rural and urban communities. Using a descriptive survey design, data were collected from 100 respondents selected from various demographic backgrounds in Adamawa State. The instrument used was a structured questionnaire covering demographic characteristics, radio listenership habits, and attitudes toward herbal product advertisements on radio. The findings reveal that 87% of respondents regularly listen to radio programs, and 72% reported hearing advertisements about herbal products within the past month. Among these, 65% stated that radio advertising increased their interest in herbal remedies, while 58% indicated that it influenced their decision to purchase such products. Interestingly, 78% of rural respondents trusted herbal advertisements more when delivered through local language programs, compared to only 46% among urban dwellers. Moreover, the data show that 60% of participants considered radio as a credible source of health information, while 54% agreed that repeated exposure to radio jingles made herbal product names more memorable. These statistics underline the unique role of radio as an effective and culturally relevant tool for promoting indigenous health solutions, particularly in areas with limited access to modern healthcare. The study concludes that radio remains a powerful medium for health communication and product marketing in underserved communities. It recommends that herbal product marketers and public health agencies strategically leverage radio’s wide reach and trust factor to enhance public knowledge and adoption of safe herbal remedies.