Radio Advertising Research Articles

Perancangan Website Iklan Radio Kota Salatiga menggunakan Framework Laravel

Technology has entered any field and has an important role to make every work process faster and more efficient. Thus, the admin application web system and radio advertisement recording are needed to assist in the process of recording, printing and depositing radio advertisements. This research application web system will be created using the Laravel framework and the PHP programming language. Laravel is a php-based web application framework that uses easy-to-understand models, views and controllers. The prototype method is a method that will provide an initial picture or concept as an experimental design that can make it easier for researchers to find out how the system can run well.

Radio Advertising in Italy at the Time of the Pandemic

The article focuses on a specific form of advertising – radio advertising – at a time when it was called upon to change itself, namely during the first phase of the Coronavirus pandemic. Taking into consideration a corpus of radio advertisements broadcast during the programme La Zanzara, on air on Radio24, the main rhetorical, morpho-syntactic and lexical aspects are considered. The linguistic profile that emerges is not particularly lively, nor do the adverts show that they have fully adapted to the pandemic.

Predisposing, Reinforcing, and Enabling Factors of Nicotine Dependence Among Young Adults in a Rural Community.

The aim of this study was to determine the influence of predisposing, reinforcing, and enabling factors of nicotine dependence among young adults in a rural community. A quantitative, predictive-correlational cross-sectional study was done among 190 young adults in a rural community utilizing compact segmental sampling. Data were collected from August to October 2018 utilizing a validated robotfoto, adapted determinants of smoking questionnaire, and Fagerström test to assess nicotine dependence. Stepwise multiple linear regression was used in predicting the relationship between the predictors and nicotine dependence. Reinforcing and enabling factors influenced nicotine dependency. The influence of other relatives (β = .179, p = .023) and radio advertisements (β = -.224, p = .008) as well as availability (access) to cigarettes (β = .228, p = .003) were significant predictors of nicotine dependency in the rural community. Identified predictors can help form policies that can help address the availability of cigarettes and advertisements (radio) that can influence nicotine dependence among young adults in a rural community. Furthermore, the influence of other relatives (extended family) can be a factor that can increase the development of nicotine dependence.

Say Yes! COVID Test: A Health Communication Campaign to Encourage Use of Rapid, At-Home Antigen Testing in Underserved and Historically Marginalized Communities.

This paper describes a robust health communication campaign that supported Say Yes! COVID Test, the first National Institutes of Health (NIH)-sponsored initiative promoting community-wide, at-home, rapid antigen testing for severe acute respiratory syndrome-coronavirus 2 (SARS-CoV-2), the cause of the COVID-19 pandemic. The primary goals of the health communication campaign were to promote awareness of the program among local residents, facilitate test kit distribution, and encourage frequent test kit use. To plan and implement the campaign, the team applied principles of social marketing. The populations of focus were adult residents of selected communities in North Carolina (Greenville, Pitt County) and Tennessee (Chattanooga, Hamilton County), with an emphasis on underserved and historically marginalized populations. Following an accelerated planning phase, the campaign included digital, out-of-home, television, and radio advertising, in addition to public relations and organic social media. Collectively, this campaign coupled with our grassroots community engagement efforts facilitated the distribution of 66 035 test kits across both communities, or more than 1.6 million at-home tests. Facebook ads were the most successful in driving online test kit orders (7.9% conversion rate in Pitt County; 8.1% conversion rate in Chattanooga), although employing a variety of marketing channels enabled reach across multiple subpopulations. Market research data indicated high program awareness but low uptake in testing. Lessons learned from campaign planning and implementation can inform future public health initiatives, including selecting the appropriate marketing mix to facilitate awareness, and collaborating with community partners and local health departments to ensure successful program execution.

THE USE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF A STRATEGY FOR THE PROMOTION OF SERVICES AT THE ENTERPRISE

The article is devoted to the problems of using digital means of dissemination of information to promote goods and services. The purpose of the article is to analyze the nature and specific features of Digital marketing in developing a comprehensive promotion strategy. The essence and importance of the means of promoting goods and services as a component of modern marketing, namely digital marketing, is substantiated. Its content is investigated taking into account the innovative directions of activity of the .digital entities - a combination of different tactics for promoting services and goods and interaction with clients in the digital environment. Digital-marketing works at all stages of customer interaction in B2B and B2C NF helps to promote the products and services of the enterprise in all digital channels: Internet, television, radio, smart gadgets and applications, SMS distributions. The basic Digital Marketing tools are analyzed, which is based on the formation of a modern digital technology marketing concept, namely SEO promotion, content marketing, SMM promotion, crowd-marketing, e-mail- mailing, contextual advertising. Every Digital-Marketing tool has its own peculiarities. In the complex, all tools allow you to interact with customers in different channels, help to remember and encourage users to perform the targeted action. The basic tools for promoting services, such as advertising, contextual advertising, banner advertising, native advertising, radio advertising, television advertising, mobile programs, offline advertising, are considered. The benefits of using Digital tools are considered. It is also to work with offline and online clients, to build personalized communication with users, to analyze the effectiveness of campaigns, to use different tools. So, digital-marketing is based on analytics, without which the maximum number of buyers cannot be attracted. In the process of the advertising campaign, it is also necessary to monitor its effectiveness in the event of poor results quickly make adjustments. Thus, digital-marketing is not only a one-time tool setting, but also constant development and scaling of the enterprise with digital channels.

FEATURES OF USING INTERNET MARKETING TOOLS IN FITNESS INDUSTRY

Introduction. The article examines the peculiarities of Internet marketing as an effective and modern way of attracting customers and developing a sports brand, which should be used alongside traditional advertising and PR tools. The purpose of the work is to determine the features of using Internet marketing tools in the fitness industry. Material and methods: analysis (study of the concept of Internet marketing, advantages and disadvantages); synthesis (establishing general rules of promotion on the Internet for the fitness industry, building conclusions in the work); comparison (identification of similarities and differences in Internet promotion of fitness clubs of different levels). Results. In the course of the research, it was determined that for fitness clubs of various classes, internet marketing is a good alternative to traditional advertising channels such as: television, radio and outdoor advertising. Network fitness centers with the help of Internet marketing can consolidate their status in the market, increase sales and keep in constant contact with customers. Instead, local fitness studios through Internet marketing, and especially through SMM, are able to form their own image and find "their" "niche" audience. In the field of fitness and sports, the following platforms are most popular: Facebook, Instagram, Pinterest, Twitter, Telegram, YouTube and TikTok. According to the research results, the main tools of Internet marketing are: SMM, SEO optimization, contextual advertising, banner advertising, E-mail marketing, SMS marketing and blogging. In the course of a comparative analysis of the use of SMM and Internet marketing tools by network and local fitness clubs (on the example of "Sport Life" and "Fitness by Grek"), it was established that SMM marketing is effectively used in both cases, although the promotion strategies have certain differences, which are caused by financial capabilities and the breadth of the client base. In addition, the method of presenting information is also different. In a network fitness club, the material is more dry and advertising, on the other hand, in a local fitness studio, the publications are more diverse and interesting, they attract readers to more active interaction. Conclusions. During the research of the strategy of these clubs, it was established that "Sport Life" uses a full range of Internet marketing services, even SMS marketing, with the aim of attracting as many customers as possible. And "Fitness by Grek", although it uses some types other than SMM, it does so in order to establish a stable connection and form a friendly relationship between customers and the company.

ENROLLING PARTICIPANTS WITH DEMENTIA IN A RURAL SETTING: GEISINGER RECRUITMENT STRATEGIES FOR D-CARE

Abstract Geisinger Health System serves a large, geographically stable population in central and northeast Pennsylvania and was chosen to participate in D-CARE due to its rural population, which is often under-represented. To reach potential participants, we used a multi-pronged recruitment approach including local radio, television, and newspaper advertisement; publication in a health system newsletter targeted to 55+; outreach to senior-care managers and primary care providers to encourage referrals; and leveraged an extensive electronic health record (EHR) database to identify a pool of almost 9,000 potential participants. Initial barriers to enrollment stemmed from geographic challenges and the dyad’s inability and/or unwillingness to travel long distances to lengthy in-clinic appointments. A post-pandemic transition to virtual visits helped ease the travel burden and increase study enrollment. Despite varied recruitment strategies, by far the most effective recruitment method remained direct referrals of patients and caregivers with whom the provider had discussed the D-CARE study.

Assessment of the Effect of Advertising Channels on Sales Performance of Selected Small and Medium Enterprises in Lixle County, Burao Somaliland

The small and medium enterprises (SMEs) in Lixle County carry out frequent advertisements of their products, but they still claim indifference in their sales. Therefore, the study sought to find out why the level of sales performance is at a standstill point on these small and medium enterprises (SMEs). In this regard, the main objective of the study was to assess the effect of advertising channels on sales performance of selected SMEs in Lixle County, Burao Somaliland. The specific objectives of the study were: to determine the effect of radio advertisement on sales performance of selected SMEs in Lixle County, to assess the effect of television advertisement on sales performance of selected SMEs in Lixle County, and to examine the effect of newspapers advertisement on sales performance of selected SMEs in Lixle County. This study adopted the Cultivation theory, the Gratification and the Hypodermic Needle Theory. This study was conducted through a descriptive survey design. The study covered 54 selected SMEs operating within Lixle County. The target population of the study comprised 162 employees. A sample of 115 respondents were selected using both stratified and simple random sampling techniques respectively. The study involved primary data which was gathered through questionnaires. The data were analyzed using Statistical Package for Social Sciences (SPSS). Descriptive statistics such as frequency, percentage distribution, mean and standard deviation were employed. Inferential statistics were also used to analyze the data and establish the relationship between the variables. Then the data were presented in the form of tables, pie charts or bar graphs to ease the analysis. The study found that advertisements made by TV, newspaper and radio respectively influenced most of the people in the area and impacted on the sales volume and the business performance of the selected small and medium enterprises in Lixle County.

Application of Linear Programming to Game Theory in Finance

The study examinesthe application of linear programming to gametheoryin finance using how the Telecommunicationfirms determine the optimal strategy from television and radio advertisements given thateach companyseeks to gain the largest market share. The methodology used involved a Game Theoretic approach and linear programming. The result of the analysis showed that for MTN to maintain its position as the leader in the industry, it should invest 0% of its M billion Naira in Television Advertisement and 100% in Radio Advertisement when competing with Airtel, Globacom and 9Naija. This will yield a pay-off of ₦9Mbillion. Findingsrevealed that for Globacom to gain the largest market share in the industry, it should invest 0% of her ₦N in Television Advertisement and 100% in Radio Advertisement when competing with MTN. This will produce a benefit of 9Nbillion Naira. The results also showed the optimal resource allocations for Airtel and Globacom for each firm to gain the largest market share in the industry when competing with MTN. Findings also revealed the pay-offs for both firms when they compete with MTN. It is therefore recommended that Nigerian Telecommunication firmsuse Game Theory in optimizing resource allocation between strategies.

Strategic aspects of improving the marketing support of the promotion of innovative products of construction enterprises

This work substantiates the essence of the process of marketing promotion of an innovative product, the development of practical measures aimed at improving the toolkit of marketing support for the promotion of an innovative product by construction enterprises.
 In the range of key elements of the innovative activity of the enterprise, one should not forget about the importance of marketing, because it is marketing that is often considered a panacea for all problems. The state of the company's external environment is rather unstable, which is affected by completely new conditions for the development of market relations, globalization and internationalization, and crisis phenomena in the economy. A number of the listed factors force the enterprise to analyze its internal capabilities and adapt to the requirements dictated by the market. The active involvement of effective marketing measures will solve this kind of problem, and a successfully created innovative product needs marketing promotion to the construction market.
 Adaptation to the conditions of operation on domestic and international markets forces enterprises to be flexible and skillfully adapt to the dynamics of changes. Therefore, it is important to focus on innovative activity, which includes the creation, distribution and use of innovative products. In order to achieve sustainable commercial success, enterprises need to create products or services that can attract the attention of consumers, despite the existence of their analogues on the market. Thanks to innovations, you can increase your business income and take a leading place among competitors
 Marketing support for the promotion of an innovative product by construction enterprises on the market is a set of actions aimed at communicating with the target audience to encourage them to buy, which contribute to the sale of the product on the market. It is important for the buyer to see the product in its various presentations. Therefore, it is worth considering marketing promotion as a set of tools. Each enterprise separates for itself a set of measures aimed at product promotion. The promotion structure is not about one thing, it is a combination of different types of promotion (radio advertising, personal selling, creating your own website, article in a print publication, developing a page on a social network) - it is a single system.
 Thus, it was established that in order for an innovative product produced by an enterprise to reach specific consumers, an effective set of marketing measures is necessary for its promotion, therefore, the application of innovation marketing is successful. Innovation marketing as a type of activity is related to the development and market promotion of new products, equipment, services, and the latest technologies.

Recruitment strategies for a post cessation weight management trial: A comparison of strategy cost-effectiveness and sample diversity

BackgroundEffective recruitment of representative and diverse samples in research trials is important to the generalizability of findings and in describing access to behavioral interventions. The current study evaluated the effectiveness of local and national recruitment strategies for a smoking cessation and weight management-focused randomized controlled trial (Fit & Quit). The overall cost-effectiveness of recruitment strategies was also evaluated. MethodsThe study initially recruited participants locally in the Memphis, TN area and later transitioned to national recruitment, necessitated by the transition to remote assessment strategies due to the COVID-19 pandemic. The study evaluated effective recruitment strategies for randomized participants (n = 305) across gender, race, rurality, and recruitment method, as well as the cost-effectiveness of methods used during the recruitment period of this study. ResultsThe most effective recruitment strategies were local postcards, local radio advertisements, word-of-mouth referrals, and national internet advertisements, which resulted in a combined 71.8% (n = 219) of the total randomized sample (n = 305). Radio advertisements were the best method for recruiting Black participants. Electronic recruitment strategies were the most effective method for non-urban participants. Additionally, gender, recruitment method, race, and rurality predicted randomization. Overall, electronic media methods were more cost-effective ($430.97 per participant) compared to traditional media methods ($931.43 per participant); however, traditional media methods resulted in a greater number of recruited and randomized participants. ConclusionResults provide information on effective and cost-effective local and national recruitment methods for recruiting underrepresented groups of participants in behavioral clinical intervention studies.

Effectiveness of the Eggs Make Kids demand-creation campaign at improving household availability of eggs and egg consumption by young children in Nigeria: A quasi-experimental study.

Using a quasi-experimental design, our study aimed to determine the effectiveness of the 'Eggs Make Kids Sharp & Bright and Strong & Active'demand-creation campaign in Nigeria. The intervention arm received emotionally compelling radio and television advertisements about eggs, and was exposed to promotional activities and advertising about eggs at points of purchase, schoolsand health facilities; the comparison arm received no intervention. Children 6-59 months of age (intervention: n = 1359; comparison: n = 1485) were assessed 14 months apart. Intent-to-treat analyses with analysis of covariance method assessed the impact of the intervention on caregivers' behaviour towards eggs, caregivers' willingness to pay for eggs, availability of eggs in households, and consumption of eggs by children 6-59 months of age. Analyses were adjusted for possible confounders and perceived effects of COVID-19 on finances and food consumption. Compared to the comparison arm, the intervention arm showed a greater prevalence of household egg acquisition (odds ratio = 1.34, p < 0.0001), and larger improvements in caregiver self-efficacy (β = 0.242, p = 0.004) and intent to feed eggs to children (β = 0.080, p = 0.021). No effects were found on children's egg consumption or caregivers' reported willingness to pay for eggs. The lack of impact on child egg consumption despite increased acquisition of eggs and caregiver self-efficacy suggests that other barriers to child consumption may exist. Additional research should further investigate factors that may influence intrahousehold distribution of eggs and whether these may also influence other nutritious foods.

The sound of responsibility: evolution of the use of radio advertising as a corporate social responsibility (CSR) communication channel before and after Covid-19. A significant increase

Radio is an audio communication medium that has always stood out for its credibility and close relationship to its audience, which makes it an appealing option for organizations that want to make their responsible behavior known. The Covid-19 pandemic has created a new landscape in which the strategic role of corporate social responsibility (CSR) in the company has been strengthened and in which advertising messages are proving to be an interesting way of disseminating organizations’ responsible actions. Based on the quantitative content analysis of 562 radio advertisements taken from the three principal mainstream Spanish radio broadcasters and collected 2 years apart (2019 and 2021), this study seeks to find out whether the Covid-19 health crisis has led to changes in the use of radio advertising as a vehicle for communicating organizations’ CSR. To this end, the variables analyzed were the presence of CSR elements, advertiser, economic sector, CSR dimensions, beneficiary stakeholders, and communication area. The results show, among other data, that the communication of CSR through radio advertising has experienced significant growth after overcoming the worst moments of the pandemic. This growth indicates that companies are increasingly sensitive to issues related to CSR and that radio advertising has provided them with a way to publicize their socially responsible actions. It seems that corporations understand that credibility, trust, and a not inconsiderable penetration rate encourage the circulation of their CSR campaigns through the medium of radio.

The Impact of Advertising Medium on Consumer Brand Preference for beverages in Osun State, Nigeria

The study examined the roles of advertisement on consumers’ brand preference of beverages, using Cadbury Nigeria PLC as a case study. The primary aim of this research was to examine the influence of advertising on consumers’ buying behaviour, evaluate the influence of advertising on the competitiveness of beverage brands, examine the influence of advertising on the sales performance of Cadbury Nigeria PLC brands and to determine the types of advertising commonly used by Cadbury Nigeria PLC in attracting customers’ preference to its brands. The adopted methodology was a descriptive design with a simple random sampling technique. A Structured questionnaire was designed in the data collection from the respondents of the study area. The collected data was analysed using simple percentage and frequencies and the results were presented in tables. The Findings of the study indicated that advertising significant influenced consumers’ buying behaviour of beverage drinks and sales performance of Cadbury Nigeria PLC Brands in Osun State. The radio, television, billboards and internet (online) advertisements are the types of advertising media used by Cadbury in attracting customers to its brands. Conclusively, advertisement is a major element in maintaining consumer brand preference. Therefore, companies are encouraged to research continuously into quality improvement with effective advertising media that attracts consumer’s attention and interest to their products. Keywords: Advertisement, Brand preference, Buying behaviour, and Advertising campaign DOI: 10.7176/JMCR/87-01 Publication date: October 31 st 2022

Evaluation of the Young, Deadly, Syphilis Free multi-media campaign in remote Australia

IntroductionSince 2011, remote Australian Aboriginal and Torres Strait Islander communities have experienced an outbreak of infectious syphilis, with young people aged 15–29 years over-represented in notifications. The Young Deadly Syphilis Free multi-media campaign was implemented in 12 remote regions in four Australian jurisdictions over nine months from 2017–2018. Campaign components included television and radio advertisements, social media posts, and health promotion resources available via a dedicated website. The aim of this research was to evaluate the impacts (proximal, mediator, distal) of the Young Deadly Syphilis Free campaign for young Aboriginal people and health and community workers residing in remote campaign regions.MethodsA cross-sectional (post-only) evaluation design was used. Data were collected through online surveys; metrics for social media (Facebook, Instagram) were also collected to determine campaign engagement via social media. A 22-item young people survey assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); along with intended behaviour and knowledge and attitudes (mediator variables). A 24-item health and community worker survey assessed campaign awareness, exposure, message recognition and diagnostics (proximal variables); and changes in professional practice (distal variable). Descriptive statistics summarised demographic characteristics and univariate analysis examined associations between key variables.ResultsJust over half (n = 25, 58%) of young people and three quarters (n = 36; 75%) of health and community workers were aware of the campaign. Recognition of key campaign messages was high for both participant groups (>64%), and television, Facebook, and website were the most common campaign exposure routes. Positive impacts on intended behaviour (young people) and professional practice (health and community workers) were also reported. Facebook was effective in engaging some young people in campaign content and was preferred by young people for accessing information.ConclusionThe findings point to the value of utilising a multi-media campaign in raising awareness about syphilis among young Aboriginal people and health and community workers in remote Australian regions. A longer-term campaign that accommodates the diverse needs of Aboriginal young people from geographically remote communities would optimise campaign impacts and support behavioural change.

Are Public Relation Strategies Useful for Ghanaian Public Universities: An Exploratory Inquiry on the University of Education, Winneba in Ghana

Universities in the twenty-first century must use successful public relations methods to communicate with both external and internal audiences. Ghana's public universities are dedicated to change, which necessitates the creation of public relations techniques to increase student enrolment. The exploratory inquiry was used in this study. The consequences of public relations tactics on public relations strategies at Ghanaian public universities are examined in this paper. Based on the existing literature, it is concluded that public universities use a variety of marketing public relations strategies to increase student enrollment, including television advertising, radio advertising and web page information. However, there is still room for improvement, and practical recommendations are made.

Health-Related Content of TV and Radio Advertising of Dietary Supplements—Analysis of Legal Aspects after Introduction of Self-Regulation for Advertising of These Products in Poland

Dietary supplements may have beneficial value but, by definition, they have no therapeutic effect. However, their labeling and especially the advertisements in the media, often make ungrounded health claims. The aim of the study was to analyze the content of audio–visual advertisements of dietary supplements for health and legal aspects in the context of the European Law and the 1 January 2020 Polish self-regulation between TV broadcasting companies and supplement manufacturers. Supplement advertisements broadcast across six TV and radio stations from 9–15 March 2020 were analyzed. Most of the analyzed advertisements complied with the legal requirements and included terms such as ‘supports’ or ‘facilitates’ body function, which are less definite in nature. Almost 30% of the advertised supplements made unproven claims on their effectiveness in various health situations, e.g., effective weight loss, thus assuring the addressee about the beneficial effect of dietary supplements in a given health context. Agreement on the rules and regulations governing supplement advertising resulted in a noticeable improvement in advertisement content, which will hopefully raise consumer awareness about the absence of therapeutic properties of dietary supplements.

Gender in Philippine advertisements: Portrayal patterns and platform differences immediately before the COVID-19 pandemic

Informed by the pioneering work of Erving Goffman, subsequent studies by Mee-Eun Kang, recent innovations in the Geena Davis Institute, and local approaches by Philippine scholars, this study sought to determine the portrayal of gender in Philippine advertising across various media. Specifically, it located gender across products, storylines, characters, pitch, and setting. It provided the baseline data for the depiction of gender immediately before the pandemic, and served as the benchmark against how gender may be portrayed differently in ads in the next normal. The population of TV, print, and radio advertisements was based on a database maintained by Aries Insights and Media Solutions (AIMS), access to which was facilitated by Kantar Media. The study covered two TV stations, three broadsheets, two tabloids, two FM stations, and two AM stations. The researchers constructed two weeks from January – December 2018 for TV and print, while one week was constructed from October to December 2018 for radio. Across platforms, the most advertised products were food and non-alcoholic beverages, pharmaceutical/health/herbal products, and restaurants, retail outlets, and malls. Ads focused on product/brand prestige, appealed to any of the five human senses, or concentrated on health. Certain ad pitches showed noticeable gendered differences. Women rather than men were associated with beauty, youth, and value for money. Print and radio ads featured more men than women, while TV featured more women than men. The study found that while overt objectification was no longer prevalent in advertisements, stereotypically gendered portrayals remain in subtle forms across platforms.

935 HOWFIT EXERCISE PLAN: DIGITAL ANALYTICS FOLLOWING SOCIAL MEDIA CAMPAIGN

Abstract Introduction Pandemic-related inactivity has had a considerable impact on older people, with attendant adverse effects on falls, health and wellbeing. HowFit is an innovative fitness plan designed in response to this epidemic to encourage sedentary people to get fit in their own homes. A PR campaign including a 1.4 million household leaflet drop (to mitigate digital exclusion), regional radio and Facebook advertising was embarked upon. We sought to evaluate the effects of the social media campaign on engagement with the HowFit resources online (www.howfittoday.co.uk). Method Three data sources were used to quantify the impact of the campaign: Facebook, Google Analytics and HowFit website registration data. Results The Facebook advert was seen 604,691 times, by 166,270 people, with 12,129 visiting the website on a least one occasion; average 4.74 pages viewed per visit. Eighty-four per cent were female. This preponderance was mirrored strongly in the number of new, female website visitors and registrations (78.17% and 86.75% respectively). Google Analytics shows that 83.38% of new visitors to the HowFit website were aged under 65 years; 69.5% of new website registrations were aged 60 years and over. Conclusion The HowFit social media campaign was successful in reaching a large number of individuals and led directly to engagement with the HowFit website. There was a high proportion of younger viewers/users, though it is uncertain whether these were visiting for themselves or on behalf of older users, and a preponderance of female visitors. If extrapolated to the whole UK, a similar campaign could result in over 3,600,000 interactions with the HowFit publicity and 266,838 people visiting the website at least once. Further work is needed to establish actual exercise patterns and sustainability of the programme while ensuring digital exclusion does not compromise the ability of the target populations to benefit.

General Demographics and Behavioral Patterns of Visitors Using a Self-help Website for Identification of and Intervention in Alcoholism and Common Mental Disorders in Suriname: Descriptive Study.

BackgroundDigital health applications have been shown to be an accepted means to provide mental health information and advice in various high- and middle-income countries. Started in 2015, ehealth.sr was the first website to offer preventive information, self-tests, and unguided digital self-help for depression, anxiety symptoms, and problematic alcohol use in Suriname, an upper middle-income country in South America.ObjectiveThis study aimed to assess the general demographics and behavioral patterns of the visitors of ehealth.sr, as well as to evaluate different promotional channels to attract the target audience to the website.MethodsData collection for this study took place between August 2015 and December 2020. Conventional promotion channels such as newspaper and radio advertisements as well as social media advertisements were used to attract users to the website. The number of visits and activity on the website was registered using Google analytics and the website’s internal activity log.ResultsOn average, about 115 unique visitors accessed the website per month. The average number of visits to the website increased notably when social media advertisement campaigns were conducted (266 per month in 2018) compared to when traditional advertisements campaigns through papers, radio, and television were used (34 per month in 2019). Of the 1908 new visitors, 1418 (74.32%) were female. On average, visitors accessed 2 (SD 0.3) pages of the website and a session lasted 2.6 (SD 0.9) minutes. The most popular pages for intervention on the website were those for the mood or anxiety screening (731/942, 77.6%) as opposed to those for alcohol screening (211/942, 22.4%). People aged <45 years (on average, 2.2 pages per session for 3.2 minutes) made more use of the website than people aged ≥45 years (on average, 1.7 pages per session for 2 minutes).ConclusionsPromotion via social media led to more visitors to the website than newspaper or radio advertisements. Younger age groups and females visited the website more often. The pages on preventive information and brief self-tests were visited more frequently than the self-help modules. In general, user adherence to the website in terms of the average session duration and number of viewed pages per session is low and is a key point of concern for the successful implementation of digital mental health websites.