Assessment of Marketing Communications for the Prevention and Control of Malaria in Nigeria

Abstract

The study was on a critical assessment of marketing communications for the prevention and control of malaria in Nigeria. It was conceived by the desire to identify the effectiveness of marketing communication as a tool for the prevention and control of malaria which kills thousands of innocent Nigerians every year. To objectives were to: determine the extent marketing communication tools helped create awareness on the malaria prevention and control programme in Nigeria; and ascertain the relationship between the marketing communication-mix employed and the reduction in the rate of malaria morbidity and mortality in the country. Survey research design was adopted for the study, where structured questionnaire was the instrument used in data sourcing. Data were analyzed using simple percentage and independent t-test. Results revealed that the use of marketing communication helped create awareness on the prevention and control of malaria and that the use of marketing communications has also reduced malaria related deaths in the country. Based on the findings, it was recommended among other things that research-based marketing communications, founded on people’s culture and tradition should be used more in the health marketing campaigns against malaria in the country.

Keywords: Malaria, Prevention, Health Marketing, Marketing Communication.