Browsing by Author "Tadesse Abebe"

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    The Advertisement Practice and Audience Reaction towards it: The case of Oromia Television.
    (Addis Ababa University, 2013-06) Tadesse Abebe ; Negeri Lencho
    The main aim of the study was to examine the advertisement practices of Oromia Television and audience reaction with the theoretical foundation of encoding and decoding and situational ethical theory. The study of the research employed descriptive design involving both quantitative and qualitative approaches. Data were qualitatively collected through in-depth interview and questionnaire with open and close ended questions. Besides, purposive sampling method was employed to select the respondents of the study. The data obtained from conducted interview were analyzed qualitatively. In the study, the data which were gathered through document review basically ethical guideline and sample of broadcast ads, were presented in the forms of descriptive and the responses of the audience were presented in the form of the tables and chart with frequency and percentage. Finally, this data were analyzed quantitatively. Through the help of above methods the research answered four basic research questions. The findings of the study revealed that OTV advertisement manual which has produced by OTV and which were not given more attention to the problem (Marketing concept and professionalism) of advertisement ethics. The procedures more of followed by conducting advertisement focused on revenue generation. And the findings of the study also revealed that most of ads have the problem of imitation from local and foreign language, this leads the advertisement practices of OTV to standardization, similarly the practices are not understandable, the advertisement message is not adequate and some advertisement messages have no logical link with the product or products being communicated and advertisements transmitted on OTV are unreliable, exaggerated and deceptive information. Based on these indications the study concludes that there are problems of ethics in OTV advertisement which have been resulted from many factors. OTV advertisement practices have negative influence on purchasing decisions of the audiences. Finally, great attention should be given for improvement of the advertisement practices of OTV.
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    Post Discharge Mortality among Preterm Newborns Admitted to Selected Public Hospitals NICU Addis Ababa Ethiopia: Cross Sectional Study
    (Addis Abeba University, 2021-11) Tadesse Abebe; Mekasha Amha
    Introduction: Worldwide, 15 million babies are born prematurely each year. Prematurity has become the leading cause of newborn deaths worldwide, resulting in more than 1million deaths each year .Preterm birth rates around the globe are increasing and are now responsible for 35% of the world’s neonatal deaths; the condition is the second leading cause of death among children under five. Ethiopia is among the top 15 countries that contribute to two-thirds of the world’s preterm babies with an estimated preterm birth rate of 14.1%. In Ethiopia, of the estimated 91,700 neonatal deaths in2010, more than one-third were estimated to be due to complications of preterm birth. Objective: The objective of this study is to assess post NICU discharge mortality rate among preterm infants discharged from selected public Hospital NICU in Addis Ababa. Methods: The study design was institutional based cross-sectional descriptive study conducted in selected public hospital NICUs in Addis Ababa. The study subjects were preterm neonates who were discharged from NICU. The sampling methods were simple random sampling method. Chart review and phone call was used to collect data. Data was analyzed using descriptive statistics by software called SPSS version 25. Result: out of 406 preterm discharges 395(97.3%) survived to 28 days and 11(2.7%)died making post discharge mortality rate of preterm neonates is 2.7 %.There were nostatistically significant association between post discharge mortality among preterm neonates and neonatal, maternal and sociode mographic characteristics. Recommendation :post discharge preterm mortality is low in this research , which is encouraging but critical attention should be paid on improving in hospital survival especially for extremely low and very low birth weight neonate because the vast majority did not survive to discharge. They account a significant minority in this study.