Business construction of drugs and health products by advertising of radio stations : Study in the province in the Northeastern Region.

Abstract

Introduction: Perception  of  drugs  and  health  productsu  properties from  the  media  influenced consumers'  buying  behavior,  especially  the  perception  from  the  advertisements  on  the  radio.  It  was  a marketing strategy that promoted product sales, but at the same time, some advertisements were beyond reality and illegal, convincing people to buy products and causing harm to their health, which was unfair to  consumers.  The  purposes  of  this  study  were  to  examine  the  pattern  of  the  radio  program  in  the entrepreneurs  and  relevant  individualsu  point  of  view. Methods: This  is  a  qualitative  study.  In-depth interviews were used with 5 radio station entrepreneurs, 5 product owners and 3 media producers, which were  conducted  during  June - August  2016. The  content  analysis  was  used  to  analyze  the  data and verified  with  data  triangulation. Results:  Prior  to  receiving  the  advertisements,  texts  were verified  for correction and the license was checked. The advertisements were given directly to the radio station and through  provincial  agents.  The  pattern  of  advertisements  in  the  programs  was  that  the  product  owner would  sponsor  the  entire  program  and  advertisements of  secondary  sponsors  would  be  spoken  in  the program and aired for a short time. Some radio station entrepreneurs were involved in drug and health product business and distributed the products by themselves. In terms of advertisement production,  the advertisements  were  produced  by  the  product  ownerus company  and  publicized  by  the  disc  jockeys mentioning the products to convince people, informing the distribution place and thanking for sponsoring the  program. Conclusion: According  to  the  study,  it  reflected  the  supportive  relationship  between  the radio station and drug and health product advertisements which had existed for a long time, even though the pattern had changed. However, these two businesses inevitably relied on each other. The supporting factors were 1) the disc jockeys, 2) the budget, 3) the advertisement production and 4) management of the radio station,  all of  which made  the drug and  health product  advertisements via  radio possible  with the strengths and advantages appropriate for the target group in the community.