Relative effectiveness of family planning television advertisements among urban residents

Emily P. Acha

Date

10-1989

Degree

Bachelor of Science in Development Communication

College

College of Development Communication (CDC)

Adviser/Committee Chair

Marlene Macatangay

Abstract

This is an exploratory study on the recent five family planning advertisements featuring four (4) of Joseph Estrada and one (1) of Dolores Perez, currently shown in urban as well as rural areas. The study tried to determine urban resident awareness and perception towards recent family planning out of viewing family planning advertisements. Awareness, perception and practice were measured using chi-square test analysis through a pretested interview schedules. Data collection was done at South Cembo, Fort Bonifacio, Makati where subjects were randomly selected out of the master list from the Barangay Hall. Interviews were conducted personally using pretested interview schedules written in Filipino language consisited of respondents' demographic data, mass media exposure, contact with family planning agents, awareness and perception of family planning television advertisements, and suggestions on how to improve the FP TV ads. Findings showed that all respondents were exposed to television, although 20% of them were not owning even one set. Out of the 100 respondents only 83 (83%) were aware of the family planning ads by the two (2) most popular presented were that of Joseph Estrada with the street children and that of Dolorez Perez. Most of the respondents were exposed to the mass media but only television and radio contributed to the respondents' awareness of the FP TV ads. Perception regarding FP Tv ads' length, treatment, personalities and situations were all favorable. However, of the 83 aware respondents, only 53 were adopting family planning and only 43 were consulting health centers, thus, practice of family planning was not affected by the FP TV ads. Occupation was the only demographic variable that was found significantly related with the respondents practice of family planning. Suggestions given were situations depicting comparison and contrast of planned and unplanned families, personalities with enough knowledge on family planning, and a longer and frequently shown FP TV ads.

Language

English

LC Subject

Family planning in mass media Television in family planning Development communication

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 993.5 1989 D46 A24

Document Type

Thesis

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