The Relationship Between Media Marketing Advertising and Encouraging Jordanian Women to Conduct Early Detection of Breast Cancer

Cancer is a malignant disease, and breast cancer is classified as one of the most critical types of cancer especially for the women. Breast cancer is one of the most prevalent diseases that cause death among respect entity. However, a large proportion of them is unaware of its seriousness and the importance of early breast cancer screening. This study aims to highlight the effects of marketing ads on encouraging Jordanian women to carry out an early examination of breast cancer to attain the goal of the study, the researchers worked on comparing the results of previous studies in this field. Therefore, the results showed that marketing ads have a strong significant effect on encouraging women to early examination. Several resources were used for these marketing advertisements that educate women about early detection of breast cancer. Also, traditional media methods such as radio and television, and modern methods such as the Internet, smartphones, and social media were largely preferred. Moreover, the researchers further suggested that there should be more advertising campaigns that can enhance audience predilection concerning early detection of breast cancer.


Introduction
Development of new means of communication has increased competition which is causing higher dependence on marketing advertisements (Alghizzawi, 2019b(Alghizzawi, , 2019aAl-Maroof et al., 2020) This study focused on marketing advertisements subjected to encourage Jordanian women for early screening for breast cancer as it is one of the most chronic diseases that threaten the lives of women. Still, the majority of them do not know the importance of early examination of breast cancer. Only through proper knowledge and awareness, they can effectively counteract against this ailment (Al-Mohammad, Akroush and Odetallah, 2014;Bejnordi et al., 2017;Said A Salloum, Maqableh, et al., 2018) When cancer is identified early, it increases the chance of survival significantly higher than late detection. Late detection causes serious consequences and mostly results in sudden death (Organization, 2017). Women with breast cancer in the early stages, live approximately five years more than women who have been discovered in late stages. The more women recover from this disease, the more effectively they take steps for regular examination. This is possible through marketing advertisements in which breast cancer survivors tend to inspire and motivate other women about it. By using marketing advertisements, we can save many lives from breast cancer by spreading immediate awareness. For many experts, advertising can be a controlling mechanism that can motivate the audience for a certain step. It is also confirmed that 58% of society is influenced by television advertisements regarding their purchasing behaviour (Habes,2019), as advertising contain certain techniques that deeply influence the consumer behaviour (Al-Emran and Salloum, 2017;Salloum et al., 2017;S.A. Salloum et al., 2018).

Methods
This study is presented as a support of the previous studies that dealt with awareness-raising about breast cancer among women. In the third section of this study, the researchers adopted the comparison approach, in the fourth section the researchers discussed the results and finally in section five conclusion and recommendations are given (Said A Salloum, Al-Emran, et al., 2018;Salloum, Al-Emran, Habes, et al., 2019;Salloum, Al-Emran, Khalaf, et al., 2019).

Literature Review
Cancer was first discovered in Egypt by archaeologists particularly the bone cancer (Blackadar, 2016). Based on biological science studies, the random growth of cancer cells leads to the generation of a group of tissues called a tumor, and this includes all cancerous diseases, except for leukemia. The human body contains different cells; European Journal of Business and Management www.iiste.org ISSN 2222-1905(Paper) ISSN 2222-2839(Online) Vol.12, No.12, 2020 131 some are important but some are harmful if exist inside the body (Siegel, Naishadham and Jemal, 2012). Breast cancer arises because of the development of malignant cells and their collection in the breast ducts leading to the growth of the disease cells (Collaborators, 2003). The main focus here for the study lies in the fact that many women are reluctant to accept the importance of an early examination as they lack awareness about the fatal consequences of this disease. Therefore, there is a high number of deaths due to the delay in early examination and diagnosing cancer. Focus on marketing advertisements is a motivation to solve this problem, as it has a major role to influence the women (Council, 2001;Kösters and Gøtzsche, 2003;Smith, Cokkinides and Eyre, 2004;Nothacker et al., 2009;Al-Shibly et al., 2019;Black and Richmond, 2019).

Marketing Advertisements
Marketing ads is a set of processes used to create valuable communication between organizations and individuals to achieve a mutual benefit (Calvert, 2008;Al-Shibly and hamdan Alkhawaldeh, 2017). Advertisements have a very important role to link the needs and desires of people with the services and goods to be sold. They affect consumers by informing them about new services, motivating and persuading them according to the nature of the marketed advertisement (Vargas, Duff and Faber, 2017;Zainal, Yousuf and Salloum, 2020) The importance of ads increased with the development of communication channels between individuals, Due to this development. now there are diverse methods for marketing ads, such as smartphones and social media (Alghizzawi et al., , 2019Alghizzawi, Salloum and Habes, 2018;Habes, Alghizzawi, Khalaf, et al., 2018;Habes, Alghizzawi, Salloum, et al., 2018;Alnawafleh, Alghizzawi and Habes, 2019). According to (Knoll and Proksch, 2017;, an advertisement must create a relationship with the recipient, and this relationship should reflect the importance of the product or service. The functions of marketing advertisements include the marketing tasks that are to meet the needs and desires of individuals (Tumlieh, 2009;Kotler and Armstrong, 2010).

Precocious Detection of Breast Cancer
Cancer screening is a medical examination used to detect the possible occurrence of cancer cells before any symptoms or complaint from the patient. Several scientific studies have shown that early cancer detection helps to reduce the cost of treatment. Early detection also tends to reduce the risk of adverse consequences even death (Smith, Cokkinides and Brawley, 2009). There are several ways to conduct early breast cancer screening initially, through self-examination which is simple and easy. Further, there is a clinical examination, done by a doctor by using "Radiography" as it is the most accurate way to detect any cancerous cells. Finally, we have magnetic resonance and the ultrasound waves that define these Cancerous cells. Table 1 below shows the prevalence of breast cancer among women in Jordan:

Result / Discussion
Social support motivates women to report any change they have and to work on early screening for breast cancer. But social support alone is not enough without the presence of marketing awareness campaigns especially when there is a majority of uneducated women (Bouskill, 2015;Documet et al., 2015). A study conducted by (Al Rifai and Nakamura, 2015) revealed that there is a positive impact of marketing advertisements highlighting the preeminence of screening for breast cancer. However, relying mainly on these traditional resources is not enough to counteract against the phenomenon. This is because only 10% of Jordanian women acknowledged and recommended the importance of developing marketing programs. Through modern marketing media, the importance of breast cancer examination is largely highlighted. (Donnelly et al., 2015) examined the role of marketing advertisements concerning early breast cancer screening and diagnosis awareness in Qatar. Results unveiled that due to lack of media marketing awareness concerning breast cancer, the majority of women were unaware of the importance of early screening and diagnosis of breast cancer. Therefore, the researcher suggested that marketing advertisements in Qatar should focus on spreading breast cancer awareness among women so that the growing rate of late detection and deaths may be eliminated. Another study conducted by (Henize, 2013) showed that traditional and modern methods of marketing advertisements are an important factor to spread early screening awareness. Even young women can be also accessed through social media by using special marketing advertisements for early detection of breast cancer (Henize, 2013). A study conducted by (Glynn et al., 2011) confirmed that there are important and positive effects of the marketing advertising campaign on precocious detection of breast cancer. It is possible to use these advertisements for other cancer diseases as well. Increased marketing awareness campaigns on early detection of breast cancer help to raise public awareness. It is also possible by representing celebrities as opinion leaders to encourage women (Jacobsen and Jacobsen, 2011). Results of another study conducted by (Rankova et al., 2010;Alghizzawi, Habes and Salloum, 2019) showed that there is a difference between doctors who specialize in cancer and between the media and public awareness in Thailand. In this regard, the researchers emphasized that Thailand need to begin marketing advertisements about early detection of breast cancer through websites. It is also noted that there is a lack of awareness regarding breast cancer among women. It is important to initiate awareness-raising marketing advertising to save their lives (Frankenfield, 2009;Salloum, Al-Emran and Shaalan, 2017). To effectively raise awareness, the slogan of pink ribbon "Fighting Breast Cancer" can be placed on charitable advertisements and on some products that may contribute to raise awareness and motivate the women for early examination and fight this disease (Brenner, 2009).

Conclusion
This study is aimed to review the importance of marketing advertisements to educated and encourage Jordanian European Journal of Business and Management www.iiste.org ISSN 2222-1905(Paper) ISSN 2222-2839(Online) Vol.12, No.12, 2020 women about the early screening of breast cancer. To achieve the goal of the study, the researchers reviewed the relevant literature that supported the idea of utilizing marketing advertisements to raise awareness concerning early screening. The researcher assumed the strong and significant impacts of these marketing advertisements on Jordanian women as these advertisements have the potential to motivate and persuade them for early screening. These advertisements through both traditional and new media are well capable of influencing women's behavior towards serious health issues like breast cancer. Radio, television, newspaper and today new media technology all are potentially helpful to target the women of every age. In this context, marketing advertisement keeps the women informed about how to tackle this disease. Thus, in the Jordanian context, this topic needs more discussion as people especially women need to be more careful about the prevailing health concerns.

Scope & Recommendation
Depending on the previous literature, the results will enhance awareness concur the early detection of breast cancer among Jordanian women. This will also guide the Ministry of Health Jordan and the Hussein Cancer Center to adopt new strategies to raise awareness among women. Using media marketing advertisements in future will alter the perceptions and attitudes of the common. This is because breast cancer is briskly spreading among women in Jordan, early screening and diagnosis can help to restrict the growth and rate of deaths. Using mass media as a tool of awareness will help the women to acknowledge and adopt the early screening techniques, developing the characteristics of advertisement campaigns through working extensively to make their advertisement campaigns available frequently throughout the year in order to remind women by early breast cancer screening, this will help them to live a healthy life. In future, researchers in marketing science can address the impact of marketing ads on other sectors besides health and consumer services.