Abstract:

This ongoing multilateral study investigates the role of televised marketing communication in creating awareness and impacting women’s health in a densely-populated semi-urban location in Lagos, Nigeria. Opinions and attitudes of housewives, single mothers and potential mothers are examined, using the Health Belief Model. The purposive sampling method of quantitative research was used to design a questionnaire operated on 130 respondents within the age bracket of 15-49 years. Descriptive items were structured in line with the research objectives to elicit responses from the participants. Both terrestrial and subscription television channels were studied for a balanced research finding. Findings indicate that televised marketing communication is useful in creating awareness on maternal healthcare and achieving maternal health behaviour change. However, audience frequency of exposure to commercial programmes and the level of impact is low among the respondents. Collaborations are invited to expand this continuing study globally.