Radio Advertising Research Articles

Effectiveness of the Eggs Make Kids Demand-Creation Campaign to Improve Household Availability of Eggs and Egg Consumption in Young Children in Nigeria

ObjectivesTo determine the effectiveness of the “Eggs Make Kids Smart & Bright and Strong & Active” demand-creation campaign on caregivers’ behavior towards eggs, caregivers’ willingness-to-pay for eggs, the availability of eggs in household, and the consumption of eggs in children 6–59 months of age in Kaduna state, Nigeria.MethodsAn egg demand-creation campaign in Kaduna state targeting families of children 6–59 months of age was implemented between October 2019 and December 2020. A quasi-experimental design was used to evaluate the impact of the campaign. The intervention arm received emotionally compelling radio and TV advertisement and promotional activities and advertising at point-of-purchase, schools, and health facilities about eggs; the comparison arm received no intervention. Children 6–59 months of age in both arms (intervention n = 1359; comparison n = 1485) were assessed 14 months apart before and after the implementation of the intervention. Intent-to-treat analyses with analysis of covariance method were used to assess impact of the intervention on caregivers’ behavior towards eggs, caregivers’ willingness-to-pay for eggs, the availability of eggs in household, and the consumption of eggs in children 6–59 months of age. Analyses were adjusted for possible confounders and perceived effects of SARS-CoV2 on household finances and food consumption.ResultsThere was improved prevalence of household egg acquisition in the intervention arm compared to the comparison arm (odds ratio = 1.34, p-value < 0.0001). The intervention arm showed larger improvements in caregiver self-efficacy (β = 0.242, p-value = 0.004) and intent to feed eggs (β = 0.080, p-value = 0.021) than the comparison arm. No effects were found on child egg consumption or caregivers’ willingness-to-pay for eggs.ConclusionsIn Nigeria, a 14-month egg demand creation campaign improved household egg acquisition and benefited caregiver self-efficacy and intent to feed eggs but did not improve child egg consumption. Further research is needed to identify how to increase child egg consumption in the context of availability of eggs in households and favorable caregiver behavior.Funding SourcesFunding for this study was provided by the Netherland's Ministry of Foreign Affairs.

PR-TECHNOLOGIES IN THE MARKET OF EDUCATIONAL SERVICES

PR is one of the most influential modern means of communication, which is used to maintain the image of the educational institution. PR-technology occupies a new niche of influence on the social life of young people and sets new requirements for the promotion of relevant products and services in the educational market. The purpose of the article: to dig up the essence and describe the structural elements of PR-technologies; determine the role and importance of PR-technologies in the market of educational services. Research methods: analysis and systematization of scientific literature; modeling, classification and generalization. The article reveals the essence, defines the purpose of PR-technologies in the field of education. The directions of PR-technologies activity are outlined. Forms of PR-technologies (contact and remote PR) are characterized. The most effective means of PR-technologies (official website of the educational institution, SEO-optimization, social networks, blog, e-mail, forum, SMM tools) are considered. It has been confirmed that educational institutions use advertising to promote the educational brand on the Internet. Today, it has been found that online advertising is many times more effective than other types of outdoor advertising, television and radio advertising. It was found that the effective types of advertising today are: contextual and targeted. The algorithm of application of PR-technologies in the market of educational services is given. The results of the study allow us to say that the use of PR-technology contributes to the formation of a positive image; creating a higher value of educational services for consumers compared to competitors, which could best meet their needs.

Evaluation of ayurvedic and herbal product advertisements on electronic and print media in a developing country

Abstract Objectives To assess the content and frequency of ayurvedic and herbal product advertisements in electronic and print media in Sri Lanka. Methods Advertisements on ayurvedic and herbal products that did not contain any known allopathic medicine/substance with a label that claimed to have curative/preventive health benefits/indications were included in this study. Data were collected over a 2-month period from 5 national television (TV) channels and 3 radio channels, 7 national newspapers and 10 websites. Key findings In total, 285 ayurvedic and herbal product advertisements were identified. There were high number of TV advertisements (n = 165; 57.9%). Among TV advertisements, 80.6% of advertisements were from private TV channels. The majority of the advertisements were in the Sinhala language (67.4%). The price of the product was mentioned in 71.5% of TV advertisements. All newspaper and radio advertisements mentioned indication. Many therapeutic and non-therapeutic claims were mentioned in the advertisements. None of the advertisements mentioned about side effects. Only 8.1% of all advertisements mentioned the ayurvedic registration number of the product. Contact details (contact number or address of manufacturer) were included in only 53.3% (n = 152) of the advertisements overall, although this was given in all newspaper advertisements. In contrast, a lesser number of advertisements contained contact details on TV (n = 58; 20.4%). Conclusions Contents of advertisements varied between and within different media, with a significant proportion not including key information. Most advertisements included unsubstantiated therapeutics and non-therapeutic claims. There is a necessity to implement and enforce stringent guidelines to ensure the health and safety of the population.

Understanding the moderating role of E-WoM and traditional media advertisement toward fast-food joint selection: a uses and gratifications theory

ABSTRACT The purpose of the study is to examine the antecedents/predictors toward customers’ desire to choose a fast-food joint/base in a developing country (Ghana). The partial goal is to assess the moderating role of traditional media advertisement and electronic Word-of-Mouth (eWOM) in the fast-food business. Relying on the ‘Uses and Gratifications Theory,’ we adopted a quantitative research inquiry with 405 valid responses from fast-food customers in the Cape Coast metropolis (Coastal area) of Ghana. Using a PLS-SEM, results revealed that, the variables, particularly, convenience and time, menu price, and taste and preference were significant factors influencing fast-food patrons to select a fast-food joint/base. Additionally, the moderation analysis revealed that, television and radio advertisement, as well as eWOM play a significant role on the interaction between taste and preference and the desire to choose a fast-food joint/base for a regular meal. The research outcome offered a strategic marketing guideline for fast-food operators particularly, with communication and advertising strategies that could enhance their market share while ensuring a competitive business environment. Limitation and recommendations for future study have been considered.

Public Health Messaging for Wildfire Smoke: Cast a Wide Net

Wildfire smoke events are increasing in British Columbia (BC), Canada and environmental and public health agencies are responsible for communicating the health-related risks and mitigation strategies. To evaluate and identify opportunities for improving public communications about wildfire smoke and associated health risks we collaborated with end-users and developed a 32-question online survey. The survey was deployed province-wide from 29 September to 31 December 2020 following a severe wildfire smoke episode, which impacted large parts of BC. Using a convenience sample, we disseminated the survey through email lists, radio advertisements, a provincial research platform, and snowball methods. There were 757 respondents, who were generally representative of provincial demographics. Respondents indicated that they receive wildfire smoke messages from diverse sources, including: websites, social media, radio, and television. Radio was identified as the most important source of information for populations that may have increased exposure or health risks, including Indigenous respondents and those working in the trades. Respondents with lower educational attainment expressed that messaging should be simplified. Environmental and public health agencies should continue to share wildfire smoke messages using diverse methods, ideally tailoring the messages and methods to specific populations at risk for exposure and health effects.

Disentangling effects of subjective and objective characteristics of advertising music

PurposeDrawing on information processing theory, this paper aims to study how consumers’ liking of background music in advertising affects their purchase intention and explore the roles of positive brand attitudes, music mode and music tempo within such a relationship.Design/methodology/approachWe created several radio advertisements that promote two fictitious products: an electric car (EcoCar) and a reusable coffee mug (EcoMug). We study the role of music in these advertisements and examine how it affects purchase intention across multiple experiments.FindingsWe confirm the prediction that positive brand attitudes mediate the relationship between music liking and purchase intention. We also show that music moderates such an indirect relationship because major mode music strengthens the effect of positive brand attitudes on purchase intention. Additionally, we find that major mode music with a fast tempo can further strengthen the effect of positive brand attitudes on purchase intention. As a result, the indirect effect of music liking upon purchase intention via positive brand attitudes will be moderated jointly by the music mode and the music tempo.Originality/valueLimited scholarship explores how the subjective characteristics of music affect consumer buying behaviour in conjunction with the objective characteristics of music. The current research addresses this gap by investigating how music liking (a subjective characteristic of music) and music mode and tempo (objective characteristics of music) affect consumer buying behaviour.

Impact of adavertisement on buying behaviour of youths in Madha city

Advertisement plays an important and very significant role in sale of any goods and services in the market. It is one of the best way of communication with the consumers. Advertisement helps to inform about the availability of various brands in the market. It helps to provides detail information about the products to everyone including the kids, women, men, youth and senior citizens in the nation. There are having various modes of advertisement such as display advertisement, native advertising, print advertisement, direct mail advertisement, television advertisement, radio advertisement, social media advertisement, outdoor advertisement and public services advertisement. Advertisement is very powerful tool of marketing which directly and indirectly increasing the sale of various products in the market. Advertising plays an important role in introduction of new of product, introduction of new brand of products, creation of awareness, acquiring the customers, increasing the sale, profits and recognition in the market.

140 Feasibility of Implementing Community Engaged Recruitment Approaches into a Multisite Trial with an Accelerated Timeline

OBJECTIVES/GOALS: The objective of this project was to recruit racially and ethnically diverse participants with an accelerated timeline into a COVID-19 vaccine trial. METHODS/STUDY POPULATION: Recruitment of diverse populations was a priority. Culturally appropriate strategies were implemented to increase enrollment of African Americans and Hispanics from the DC Metropolitan area. These strategies included the use of the Community Advisory Board for consultation, faith-based community events, town halls, radio advertisements which targeted the African American community, and the NIAID COVID-19 registry. Meaningful patient engagement by the study recruiter/coordinator throughout the study was key to recruitment and retention of participants (i.e. listening attentively, sharing personal experiences with vaccination, providing participants with enough information to make an informed decision). Education on the importance of research and vaccines was a component throughout the process. RESULTS/ANTICIPATED RESULTS: The Howard University site screened 188 participants. Of those, 150 were recruited into the vaccine trial from diverse racial and ethnic backgrounds (30% AA, 21% Hispanic, 5% Asian, 1% mixed race), a total of 57% over seven weeks. Of the 150 participants 64% were male and 36% females. The study involved a 2:1 randomization with vaccine vs. placebo. All of the 150participants received the first and second COVID-19 vaccine/placebo doses administered 21 days apart. DISCUSSION/SIGNIFICANCE: Culturally-relevant recruitment strategies allowed for meaningful community and patient interactions and were important determinants for effectively recruiting a racially and ethnically diverse group of participants within a short amount of time. Strategies employed could be applied effectively in other trials.

Proverbs in the Battle Against Covid 19 and Insecurity in the Niger Delta

It is difficult to see any correlation between proverbs, songs, chants and COVID 19. It will take only an avid researcher to observe the surreptitious and subtle correlation observed here. The world of science has produced various vaccines to tackle the menace that is COVID 19 and governments the world over are doggedly fighting insecurity. No sooner have we found a vaccine than mutation and difficult strands of the COVID are springing up here and there, telling us that the battle is only half won. From the medical point of view the solution remains in distancing, washing of hands, wearing masks and observing COVID 19 protocols. Another area that is most effective in curbing this dreaded disease is in creating sufficient awareness. The people that are enlightened will not fall prey to the dreaded monster. This is where proverbs, songs, chants, myths, folklore, folktales, legends, traditional stories, and received wisdom become very powerful tools for checking this global pandemic. In the first instance, there is no nation in Africa without this troika (proverbs, songs and folktales). All we need to do is deploy them in creating sufficient awareness in handling loved ones affected by this death. The western world is depending on the television, radio, newspaper, magazine, social media outlets and other means of mass communication to disseminate information on how to deal and relate with this hydra headed monster. But these are luxuries that we in the developing world cannot afford, and even the few that can afford them, there is no constant light to power the instruments and enable us to get the message. Illiteracy is another big hindrance, a lot of us cannot use English effectively, and a lot more cannot understand messages spread via the medium of English. The most reliable means of communication with the people remains their mother tongue. Therefore, this paper argues that governments and agencies of government must embark on translating their messages into songs, chants and proverbs. These will resonate with the rural populace more easily than radio or TV adverts. The data collected and analysed in this paper prove the claim that language is a powerful tool in tackling insecurity and generating sufficient awareness for COVID 19.

Targeted Strategies for Recruitment and Engagement of Latinx Immigrants in Longitudinal Biobehavioral Research.

Introduction: Racial/ethnic minority communities are underrepresented in research. Medical mistrust and mistreatment, discrimination, and a lack of diverse research workforce may influence recruitment and engagement. Engaging Latinx immigrants for research presents unique recruitment challenges, especially for biobehavioral research which is not well explored. The purpose of this paper is to examine the effect of targeted strategies for recruiting young adult, Latinx immigrants. Methods: Recruitment occurred from 2018 to 2019 in an ongoing, longitudinal, community-engaged research study examining risk and resilience factors for health outcomes in Latinx immigrants. Strategies included active recruitment (e.g., community-based events and public events) and passive recruitment (e.g., word-of-mouth and radio and flyer advertisements). Logistic regression analysis was conducted to examine the influence of type of recruitment on participant enrollment. Results: The study enrolled 391 participants of 701 interested individuals (55%). Greater odds of enrollment were among participants recruited through radio and flyer advertisements (adjusted odds ratio [AOR]=2.90, 95%CI [1.59, 5.27], p=.001), word-of-mouth (AOR=2.50, 95% CI [1.55, 4.03], p<.000), or community-based organization events (AOR=1.68, 95% CI [1.19, 2.38], p=.003). Conclusions: Passive recruitment strategies through trusted sources increased the odds of enrollment of Latinx immigrants in biobehavioral research. Future recruitment efforts should leverage trusted sources to disseminate recruitment materials addressing barriers to recruiting Latinx participants for research.

EFFECTIVENESS OF SHELL PETROLEUM DEVELOPMENT COMPANY’S COMMUNICATION STRATEGIES IN PROMOTION OF ENVIRONMENTAL DEGRADATION MANAGEMENT IN NIGER DELTA, NIGERIA

The study examined the effectiveness of shell petroleum development company’s (SPDC) communication strategies in promotion of environmental degradation impact management in Niger Delta, Nigeria. Purposive random sampling technique was used for the selection of 240 community members in SPDC host communities. Data were collected using structured questionnaire, and were analyzed with descriptive statistics, while linear multivariate regression was used to test the hypothesis. The result showed that SPDC provided start pack for trained farmers ( x=3.3), delivery of household health service ( x=3.3), provides safe drinking water ( x=2.9) were the various environmental degradation impact management intervention by SPDC. The further showed that radio advertisement on shell (x =3.4), bill board promotional campaign of shell’s activities ( x=3.4) and advocacy visit by SPDC to royal fathers (x =3.6) were various SPDC communication strategies in management of environmental degradation community members were exposed to. The study found a significant relationship between the extent of exposure to SPDC communication strategies and impact management intervention by SPDC was rejected at 5% level. The study concluded that Shell Petroleum Development company’s communication strategies promoted environmental degradation impact management intervention within host communities. The study recommended that there is need for SPDC to increase her effort to provide conflict prevention strategies among host communities within her clusters in order to ensure uninterrupted exploration of crude oil.

Analysis of effective recall in radio advertising

PurposeThe purpose of this research is to determine the relationship between frequency and recall in radio advertising by studying the main features of reach and frequency.Design/methodology/approachThe authors consider the outcome of a frequency model specifically designed for radio campaigns that gives the probability distribution of recall as a function of weekly exposures and GRPs over a dataset of 1,117 radio campaigns broadcast in Spain.FindingsAn increase in factors such as advertising format and creativity are more significant to achieve effective recall than increasing the number of advertising exposures.Practical implicationsThis study has important managerial implications regarding radio campaigns' planning: (1) Effective frequency is a range between 4 and 17 impressions (being 7 the optimal average). (2) The way to optimize the campaign is by using the following factors: live read format (∆ 4.4%), good creativity (∆ 2.8%), endorsement format (∆ 2%), sponsorship format (∆ 1.8%), increase the length of the spot (∆ 1.5%), place the ad in first (∆ 0.8%) or last (∆ 0.7%) positions in the pod. From the results we conclude that the format is at least as important as the creativity itself.Originality/valueThis study contributes to the effective repetition literature in two ways: giving specific clues to the effective frequency in the radio medium and setting advertising factors that predict the effective frequency in radio.

T2 Protect AD: Achieving a rapid recruitment timeline in a multisite clinical trial for individuals with mild to moderate Alzheimer's disease.

IntroductionThe reporting of approaches facilitating the most efficient and timely recruitment of Alzheimer's disease (AD) patients into pharmacologic trials is fundamental to much‐needed therapeutic progress.MethodsT2 Protect AD (T2), a phase 2 randomized placebo‐controlled trial of troriluzole in mild to moderate AD, used multiple recruitment strategies.ResultsT2 exceeded its recruitment target, enrolling 350 participants between July 2018 and December 2019 (randomization rate: 0.87 randomizations/site/month, or 3‐fold greater than recent trials of mild to moderate AD). The vast majority (98%) of participants were enrolled during a 10‐month window of intense promotion in news media, TV and radio advertisements, and social media. The distribution of primary recruitment sources included: existing patient lists at participating sites (72.3%), news media (12.3%), physician referral (6.0%), word of mouth (3.1%), and paid advertising (2.9%).DiscussionThe rapid recruitment of participants with mild to moderate AD was achieved through a range of approaches with varying success.

Analysis of the Czech Advertising Market and its Main Players

At a time of global crisis, also at a time of accelerated digitalisation of businesses, sensible investment in communication with their customers is becoming very topical. The paper focuses on the development of investments in Internet advertising in the period 2012-2020. The method used for the research was a comparative analysis, which showed that the amount of money invested in internet advertising increased every year and that, unlike other types of advertising, no year was recorded for internet advertising during the period under review, when the value of investments in a given year would be lower than the value in the previous year. The results show that online advertising is taking an increasing share of total advertising investment. Another finding is that television advertising maintains a dominant position in the advertising market and is not directly affected by the development of investment in Internet advertising. However, the growth of investment in Internet advertising has a direct impact on the volume of investment in print advertising and OOH (Out of Home) advertising. The given types of media showed the largest decrease in terms of market share and negatively copied the development of investments in Internet advertising. In the case of radio advertising, there was also a decrease, but its dependence on Internet advertising has not been proven. However, the question arises as to the development of investments in the coming years. It is possible to anticipate the continuing strengthening of the role of Internet advertising and it will also be interesting to see whether Internet advertising will jeopardize the position of TV advertising. The results of the research will help both researchers and companies in the process of their decision to invest in selected types of advertising.

Sonic identity and audio branding elements in Spanish radio advertising

The emotional potential of sound is an excellent resource for companies and institutions seeking to test new ways of communicating with their stakeholders through the senses. However, there are still few organizations that include sound as a conveyer of their corporate identity. Audio branding aims to expand the contact points with audiences by incorporating sound elements that facilitate the recognition of the brand's values. This research attempts to understand the use that corporations make of sound as a communication tool and to evaluate its presence, but above all it wants to find out if this use is due to a strategic approach or if it is a specific decision marked by the temporality of advertising campaigns. For this reason, in this paper we have taken the radio as an advertising media. On the one hand, because it is the sound media par excellence. On the other hand, because it is where we can find the most well-known modes of audio branding such as the brand song, the jingle or the sonotype. The sample, composed of 239 inserts from the 3 generalist radio channels with the highest audiences in Spain, reveals that only 21% of items contain an element of audio branding, indicating that this is a field yet to be explored by organizations.

Communication needs for improved uptake of PrEP and HIVST services among key populations in Nigeria: a mixed-method study

BackgroundWorld Health Organization (WHO) reports that people who indulge in risky behaviours such as penile-anal sex, unprotected intercourse, multiple sex partners, and alcohol and illicit drugs are at risk of HIV/AIDS and classified as Key Populations (KPs). Since the introduction of PrEP and HIVST for the key population groups in Nigeria, government entities and implementing partners have used a range of channels in messaging these essential services across to the target groups—ranging from in-person, social media, television, and radio adverts. Yet, few successes have been documented, thereby necessitating the need to understand the enabling facilitators, barriers to, and communication needs of the KP groups in messaging PrEP and HIVST services in Nigeria. Communicating PrEP and HIVST services will empower the key populations to seek available HIV prevention services and help to increase access to HIV testing services in Nigeria.MethodsThis study was a mixed-method cross-sectional design; involving 1169 participants from the key populations in Nigeria. The study used a survey and qualitative exploratory methods (interviews and focus group discussion), to collect data from the participants—MSM, FSWs, and key influencers of the KP groups (health providers, peer educators, HIV program officers). In August 2020, data collection was conducted using an open data kit (ODK). Quantitative data were analyzed using SPSS version 20 for descriptive statistics, while qualitative data were analyzed using deductive and thematic analysis based on the codebook.ResultsThe KPs were mainly urban dwellers (77.7%), and the majority of the participants were between 18 to 28 years (89.3%). However, the MSM group was of a younger population compared to the FSWs. A majority completed secondary education (56.1% FSWs and 43.5% MSM). The MSM group showed more tendency to acquire higher education compared to the FSWs. For example, about 51.3% of the MSM group were undergraduates compared to 9.5% of the FSWs. The majority of the KPs were self-employed (56.4% FSWs and 40% MSM). Only about 51% of the KPs were aware of PrEP, with typological variations (39.9% FSWs and 62.3% MSM). MSM group in Lagos (82.5%) were more aware of PrEP services, than 53.1% and 54.5% in A/Ibom (53.1%) and C/River (54.5%). Among the enablers to acquiring PrEP information was the ability of the KPs to network within their communities and on personal relationships. Evidence shows that no single approach influenced the acquisition and use of PrEP information by KPs. Although this proportion varied across the geographic locations, only about 50% of the KPs were aware of HIVST services (40% FSWs and 60% MSM). The factors that enabled the acquisition and use of the prevention commodities were cross-cutting, including a previous or current role as a peer educator, integration of the messages, peer networking, multi-lingual and multi-channel presentation, job aids, and reminders. KPs expressed the need for information on how to take PrEP, eligibility, clarification on differences between PrEP and PEP, clarification on any side effects, for PrEP, price, efficacy, sales point, dosage, available brands. A scale-up of the research across all geopolitical zones and a survey to quantify the prevalence would help understand the dynamics and prioritization of interventions for scaling up PrEP and HIVST services in Nigeria.ConclusionsThe study documented barriers and facilitators to the uptake of PrEP and HIVST among key populations in Nigeria. It highlighted that KPs are willing to receive PrEP and HIVST messages. The policy actors should consider the preferences of the KPs and the key influencers in reducing barriers to communication and increasing the uptake of PrEP and HIVST services; ensure it reflects in a tailored communication strategy. Since multi-linguistics and multi-channels of presentation were enablers to acquiring PrEP and HIVST messages, the communications strategy for HIV prevention should incorporate these recommendations and adapt to context-specific approaches for effective messaging.

80 THE EXPERIENCE OF ACCESSING PARKINSON’S DISEASE CARE: A QUALITATIVE INTERVIEW STUDY

Abstract Background Little is known about the experience of health service access amongst people living with PD in Ireland. Methods Semi-structured telephone interviews were conducted from April 2020–January 2021. Purposive maximum variation sampling was employed, to ensure diversity. Recruitment was multipronged; through voluntary support groups, social media outlets, local newspaper, magazine and radio advertising, and posters in nursing homes and GP offices. Interviews ranged from 30–90 minutes and were audio-recorded. The data were managed using NVivo12. A thematic analysis was applied. Results Twenty-two participants were interviewed. Four themes were identified relating to service access: 1) ‘The Two Waitlists’; 2) ‘Geographic Factors’; 3) ‘The Private-Public Switch’; and 4) ‘Discriminatory Practices’. Regarding theme 1, the lengthy public waiting list was a deterrent, leading many to pay out-of-pocket to obtain their PD diagnosis privately. However, many cannot afford to pay out-of-pocket, creating a distinct inequity in terms of timely access for those with fewer resources. Additionally, post-diagnosis, the wait times between outpatient follow-up visits is significantly greater for public patients. The second theme refers to the distribution of PD services across the country; the concept of the ‘postcode lottery’ was recurring. Substantial variation in service provision is evident, with rural areas being particularly under-served. The ‘Private-Public Switch’ refers to a pattern of transfer from the private to the public system, post-diagnosis, to access to the range of HSCPs necessary for optimal PD management. Finally, ‘Discriminatory Practices’ refers to perceived discrimination by referring healthcare professionals, at two levels, on the basis of 1) age, and/or 2) perceived severity of disability. Such practices can affect timely access to diagnosis, and ongoing integrated PD management. Conclusion The two-tier health system structure, along with under-provision of integrated, outpatient PD services in certain areas, and biases/lack of knowledge amongst referring healthcare professionals, have contributed differentially to inequities in access for public and private PD patients across Ireland.

Working to Increase Stability through Exercise (WISE): screening, recruitment, and baseline characteristics

BackgroundThe aim of this paper is to describe the utility of various recruitment modalities utilized in the Working to Increase Stability through Exercise (WISE) study. WISE is a pragmatic randomized trial that is testing the impact of a 3-year, multicomponent (strength, balance, aerobic) physical activity program led by trained volunteers or delivered via DVD on the rate of serious fall-related injuries among adults 65 and older with a past history of fragility fractures (e.g., vertebral, fall-related). The modified goal was to recruit 1130 participants over 2 years in three regions of Pennsylvania.MethodsThe at-risk population was identified primarily using letters mailed to patients of three health systems and those over 65 in each region, as well as using provider alerts in the health record, proactive recruitment phone calls, radio advertisements, and presentations at community meetings.ResultsOver 24 months of recruitment, 209,301 recruitment letters were mailed, resulting in 6818 telephone interviews. The two most productive recruitment methods were letters (72% of randomized participants) and the research registries at the University of Pittsburgh (11%). An average of 211 letters were required to be mailed for each participant enrolled. Of those interviewed, 2854 were ineligible, 2,825 declined to enroll and 1139 were enrolled and randomized. Most participants were female (84.4%), under age 75 (64.2%), and 50% took an osteoporosis medication. Not having a prior fragility fracture was the most common reason for not being eligible (87.5%). The most common reason provided for declining enrollment was not feeling healthy enough to participate (12.6%).ConclusionsThe WISE study achieved its overall recruitment goal. Bulk mailing was the most productive method for recruiting community-dwelling older adults at risk of serious fall-related injury into this long-term physical activity intervention trial, and electronic registries are important sources and should be considered.

Pilot study on the effects of a culturally-sensitive and standard pain neuroscience education for Hausa-speaking patients with chronic neck pain

Purpose To pilot feasibility and assess preliminary effectiveness of standard and culture-sensitive Pain Neuroscience Education (PNE) among Hausa-speaking patients with Chronic Neck Pain (CNP). Methods Adverts (online & clinic-based) were used to recruit Hausa-speaking patients with nonspecific CNP in Kano, Nigeria. Selected participants were randomized to culture-sensitive PNE (CSPNE), standard PNE (PNE), or control groups. Each group received bi-weekly sessions of exercise therapy for 6 weeks. Two sessions of PNE plus a home-based session were administered before exercise therapy in the PNE groups. Primary (pain-intensity and disability) and secondary (pain-knowledge, pain catastrophizing, and quality of life) outcomes were measured. The study was pre-registered (PACTR201902788269426). Results Fifty-three (out of 64) participants met the inclusion criteria. The majority of them were recruited through radio adverts (83%). Interventions were successfully administered and data collection was completed for the participants. About 15% and 17% drop-out rate was recorded before intervention (post-randomization) and during follow-up, respectively. Main results indicated that significant within-group improvements in disability and pain knowledge scores were found in favor of the PNE groups. Conclusion Culture-sensitive and standard PNE plus exercise therapy are feasible for Hausa patients with CNP, and current findings indicate support for reducing disability and increasing pain knowledge among them. Implications for rehabilitation Both standard PNE and culture-sensitive PNE are feasible for administration as interventions for Hausa-speaking patients with CNP. Radio adverts may be necessary for patients recruitment in addition to specialists’ referrals. Culturally sensitive PNE materials may be more desirable as an intervention option due to the low literacy level among the Hausa population.

Специфика функционирования концепта «автомобиль» в российских рекламных радиотекстах

Advertising is known to successfully combine elite and popular culture. It reflects the attitudes and values characteristic of modern society as well as participates in the formation of new views, beliefs and priorities, thus indirectly controlling the recipients’ actions. Radio advertising is specific due to the absence of visual images. In this respect, the text itself and the images it generates in the minds of listeners acquire special significance. Information is provided to recipients through the system of expressive language means only, attracting the audience’s attention and forming certain values. This article aimed to reveal the specifics of the CAR concept in radio advertisements, which had not been sufficiently studied before. The research material included 800 spot commercials obtained by means of continuous sampling. The following words were selected: avtomobil’, avto, mashina, kar (‘car’), mark (‘brand’), model’nyj ryad (‘model range’). The conceptual analysis allowed the author to identify the main and additional semantic components of the concept under study as well as to describe its value components. The research showed that the CAR concept in radio advertisements is special in terms of its ability to generate new meanings that go far beyond the dictionary definitions of the lexeme car. Value dominants of the Russian linguistic worldview are transformed in radio advertisements to meet the needs of the audience.