Abstract
Radio as a medium of advertising is very popular among marketers of fast moving consumer goods because it can reach wider audience in both rural and urban areas. In recent times, the popularity of radio as an ideal medium of advertising is gaining ground among herbal medicine producers apparently for commercial gains. This study aimed at analyzing the effect of radio advertising on the sale of herbal products with specific reference to the Ho Municipality. Convenience sampling technique was used to sample the respondents. In all, data had been collected from a sample of 50 respondents comprising ten (10) herbal retail shop operators and forty (40) final consumers of herbal products. Interview guides were used to collect data from the management of herbal retail shops and questionnaires were used to collect data from the consumers of herbal products. Analytical tools used include descriptive statistics and correlation. The study revealed that the majority of consumers got to know of the products through radio advertisement. Also, empirical data analysis suggests that 60.7% of the sales of herbal products could be attributed to advertising. In view of the above findings, further studies may be directed towards identifying other factors that influence the sale of herbal products within the municipality.
Highlights
Promotion of business activities in general is an age-old practice
Majority of retailers (80%) of herbal products consider radio as the most preferred medium for advertising herbal medicines because it is accessible to their target audience (Table 2)
The findings show clearly that the retailers of herbal products believe strongly that radio advertising is a factor that influences customers to buy their herbal products
Summary
In the early days of civilization, human economic activities were given publicity through various means such as directional signs and display of names and symbols among others. These traditional methods have been improved upon to include modern forms of advertising such as in the print media (newspapers, magazines) and electronic media (television, radio, the internet and mobile phones amongst others). The multiplicity of sources of promotion has resulted in the practice whereby an advertiser has to make choices based on the ability of the medium of promotion to attract the target audience (Frank [1] 1994; Pearce and Robinson [2] 2009). Promotions are done to attract consumers and to inform, educate and gain competitive advantage over competitors and in-
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