November 2013 Vol. 1 No. 1

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Full Length Research Paper

A study on how advertisement of condom influences its use among University students. A case study of MT Kenya University (Nakuru town campus)
 

Charles K. Wasike

P.O. BOX 1628-50200, Bungoma. (Kenya)

E-mail: charleskituni@yahoo.com

Accepted July 09, 2013

Abstract

Advertising is a form of communication for marketing and used to encourage, persuade or manipulate an audience (viewers, readers or listeners, sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive the consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Commercial advertisers often seek to generate increased consumption of their products or services through ‘branding’ which involves associating a product (name or image) with certain qualities in the minds of consumers. Advertising in any business is an important aspect that cannot be ignored. Klaidman S, (1994) asserts that a potential consumer of a product can be made to see the need that wasn’t seen previously when the product had not been advertised. Advertising changes the cognitive attitude of a consumer, is meant to draw attention and change the notion that was held by the potential consumer and eventually bring about purchase. In public health advertising, Atkins A and Arkins S. (1996) argue that products that are meant to be used by the consumer in keeping fit, improving their health need to be given considerable attention because lives of consumers are at stake and hence they also need to be protected from any form of exploitation. In this study the use of a condom as a form of protection against HIV/AIDS, sexually transmitted diseases and unwanted pregnancies was brought to the limelight. Issues that were discussed include: how to use a condom, how to dispose and also find out how effective it is. This study was meant to give an in-depth examination at how advertising of a condom influences its use among university students. Of great significance was the information provided in the advertisement and how that information was and is being used by students in making decisions that affect their health. A local advertisement “je una yako “(do you have yours) was the advertisement that was in focus.

Keywords: Advertisement, Public announcement, Advertising agencies, Condom, Dispose.