Why have we not been able to bring about a change in the contraceptive behaviour of people in spite of our mass media campaigns?
Mass media campaigns have the potential to provide visibility to a product, spread information, build interest and influence public opinion. They can lead people to the shop, but cannot always make them buy the product. The inherent quality of the product, salesmanship, inducements to try the product, and after-sales service are what ultimately influence the decision towards the purchase and successful use of the product.
