title: Advertising family planning in the press: direct response results from Bangladesh.
abstract: In 1977 and again in 1982, a series of couponed ads were run in three major Bangladeshi newspapers to test the relative effectiveness of different family planning themes. The ads offered a free booklet about methods of family planning (1977) or "detailed information on contraceptives" (1982) in the context of family health, the wife's happiness, the children's future, and family economics. The most effective ads, by a highly significant margin, were those stressing the importance of family economics (food and shelter) and the children's (sons') future. The least effective ads stressed the benefits of family planning for the wife.
mesh_terms: D000329:Advertising; D001459:Bangladesh; D003365:Costs and Cost Analysis; D005193:Family Planning Services; D005260:Female; D006801:Humans; D008297:Male; D009524:Newspapers as Topic; D011247:Pregnancy