Ekonomiczno-społeczne konsekwencje reklamy w segmencie leków OTC
Marketing of OTC medicines in Poland on the example of television advertising

Summary/Abstract: The main purpose of OTC advertising is to increase the demand for this pharmaceuticals. For this purpose, drug makers use a variety of techniques to acquire customers. The aim of the study is an analysis of television advertising and the assessment of consumers attitudes to advertising of drugs without a prescription. The material and methods are data obtained from the questionnaire survey conducted among 412 people from Silesia and quantitative analysis of television advertising. The results of the study demonstrate that OTC drugs are the second-order category of television advertising (18% of all ads). In conclusion the authors show that television advertising uses our subconsciousness and often determines the choice of OTC products, which causes that more private and less public money is spent.

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