Abstract:
The study was conducted to assess the effect of radio advertisement on brand
awareness of herbal medicine in Tamale Metropolis. The study adopted the
positive research paradigm because the study was quantitative in nature. The
descriptive research design was considered appropriate for the study because it
made it possible to assess people‘s knowledge, perception, beliefs, preferences
and satisfaction and use statistical tools to measure their responses. The
population for the study involves 365 customers who patronize herbal
medicine in the Tamale Metropolis. A sample size of 185 customers were
selected and surveyed accordingly through the convenient sampling technique.
Structured questionnaire was used for data collection. Descriptive statistics
such as frequency, percentage and standard deviations and inferential statistics
such as standard multiple regression was used for data analysis. The results of
the study revealed that radio advertisement on herbal medicine inform
customers about the product and facilitates brand recall. Similarly, it was
revealed that the customers naturally retrieve their preferred herbal medicine's
brand which gives the product a greater chance of it being considered for
purchase and then actually purchased. The study recommended that
distributors of herbal medicine must conduct periodic marketing survey so as
to determine, at some earmarked periods, the level of customers‘ satisfaction
with their marketing activities especially its radio advertising strategy on
brand awareness of these herbal medicines.
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