2020
DOI: 10.1108/ijphm-02-2019-0004
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Cross-channel message consistency in herbal medicine advertising

Abstract: Purpose For many developing country citizens, traditional herbal medicines offer affordable alternatives to expensive orthodox options. Consumers learn about them from different sources including the packaging, which by regulatory demands must provide certain information. In countries such as Ghana, many herbal medicine brands combine packaging information with radio presenter mentions (PMs) as the primary modes of advertising. The purpose of this study is to compare radio PMs of herbal medicines to their pack… Show more

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