Journal of Biology, Agriculture and Healthcare www.iiste.org ISSN 2224-3208 (Paper) ISSN 2225-093X (Online) Vol. 7, No. 14, 2017 14 Assessment of Marketing Communications for the Prevention and Control of Malaria in Nigeria Odigbo, Ben E., Ph.D Department of Marketing, University of Calabar, Nigeria Samaila, Mande, Ph.D National Open University of Nigeria (NOUN) Effiong, Etim Okon Department of Marketing, University of Calabar, Nigeria Abstract The study was on a critical assessment of marketing communications for the prevention and control of malaria in Nigeria. It was conceived by the desire to identify the effectiveness of marketing communication as a tool for the prevention and control of malaria which kills thousands of innocent Nigerians every year. To objectives were to: determine the extent marketing communication tools helped create awareness on the malaria prevention and control programme in Nigeria; and ascertain the relationship between the marketing communication-mix employed and the reduction in the rate of malaria morbidity and mortality in the country. Survey research design was adopted for the study, where structured questionnaire was the instrument used in data sourcing. Data were analyzed using simple percentage and independent t-test. Results revealed that the use of marketing communication helped create awareness on the prevention and control of malaria and that the use of marketing communications has also reduced malaria related deaths in the country. Based on the findings, it was recommended among other things that research-based marketing communications, founded on people’s culture and tradition should be used more in the health marketing campaigns against malaria in the country. Keywords: Malaria, Prevention, Health Marketing, Marketing Communication. 1. Introduction “Health is wealth” is a popular maxim around the world. Parallel with this phrase is, “healthy citizens make a healthy nation and a healthy nation makes a developed nation. Therefore, for any nation to reckoned with, it must ensure quality health condition for its citizens. In Nigeria, one of the most endemic diseases is malaria. Malaria, which is caused by the parasite of the genus plasmodium, is one of the most serious diseases that affect people in developing countries especially in tropical and subtropical regions reports the US Centers for Disease Control and Prevention (CDC.gov, 2016). It has caused 10 percent of death and 5 percent of maternal deaths, and remains a global health problem of monumental concern (WHO, 2016). However, to stem the tide posed by malaria in Nigeria, the Federal, State and Local Government in collaborations or with the support of regional and international organizations have designed programmes and activities, aimed at controlling and preventing the disease in the country. Some of these malaria control and prevention programmes include: health education, health promotion, use of insecticide, proper personal and environmental sanitation, good impact assessment before building, proper drainage system and the use of Long Lasting Insecticide-Treated Nets (LLIN). Others include the roll back malaria programme and the national malaria control policy (Worldwidescience.org, 2015). brought to you by CORE View metadata, citation and similar papers at core.ac.uk provided by International Institute for Science, Technology and Education (IISTE): E-Journals