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Health Education Research, Vol. 1, No. 1, 37-45, 1986
© 1986 Oxford University Press

research-article

Pretesting television advertisements for family planning products in developing countries: a case study

V.S. Freimuth and R. Greenberg1

Department of Communication, University of Maryland College Park, MD 20742
1Makro Systems, Inc. 8630 Fenton Street, Silver Spring, MD 20910, USA

Television advertising messages are being used with increasing frequency to promote the use of family planning products distributed by contraceptive social marketing programs. This paper describes a two-staged approach to pretesting advertisements for Amaan spermicidal foaming tablets, used by the Egyptian Contraceptive Social Marketing program, Family of the Future. The first stage, concept testing, is qualitative research and involves testing ideas for advertising messages using focus group interviews. The second stage, message testing, is quantitative research and consists of exposing target audiences to a rough-produced or finished message embedded in a cluttered format, i.e. a short television program containing a series of typical commercials. Three major problems were described which may arise when using this two-staged pretesting approach in developing countries: recruiting participants; finding trained interviewers and moderators; and overcoming technical difficulties such as equipment and facilities.


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[Abstract]


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