Abstract / Excerpt:

This study was conducted to determine the profile of the respondents in terms of exposure to television advertisement of health supplements and patronage to these products. Surveys were utilized in determining the percentages of their exposure and patronage. Focus group discussions were conducted in assessing their reasons of patronage and their health experiences after using health supplements. There were 90 respondents coming from three barangays in Mati City.This study showed that exposure to television advertisement is not the primary reason in shaping the buying behavior of the respondents. Majority of them find referrals, curiosity, necessity, capability, and testimonials as the motivating factors of their patronage. Moreover, although majority of the focus group respondents felt well after using health supplements, a few of them felt nothing regarding their health. Some of them felt worse instead. The researchers recommended that: the advertisers of health supplements consider rewording the disclaimer " No Approved Therapeutic Claims"; the Advertising class curriculum of the Mass Communication department focuses on the significance of Corporate Social Responsibility; other researchers conduct further exploration about other factors that shape the views of the people being exposed to media aside from television advertisements.

Info

Source Institution	Ateneo de Davao University
Unit	Humanities
Authors	Bagay, Kristy Marie B., Bagay, Ralph Oja B.
Page Count	59
Place of Publication	Davao City
Original Publication Date	March 1, 2013
Tags	Health Supplements, Television Advertising, rs - mass communication

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