Object

PLMET:

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Title:

Postrzeganie reklamy telewizyjnej produktów farmaceutycznych w świetle wyników badań bezpośrednich

Alternative title:

The perception of television commercials of pharmaceutical products in the light of direct research results

Group publication title:

Ekonomia – Wroclaw Economic Review. 2020, 26/4

Creator:

Kraszkiewicz, Daria   Waniowski, Paweł

ORCID:

0000-0001-9548-8026   0000-0002-8054-984X

Subject and Keywords:

advertising   consumption   drugs

Description:

Od 2013: Ekonomia – Wroclaw Economic Review

Abstract:

There are numerous reasons for the very rapid increase in the consumption of medicines and other pharmaceuticals that has occurred in Poland in recent years. According to experts, these include easier access to these products, the ageing of Polish society, the development of lifestyle diseases requiring pharmacological treatment, the growing popularity of dietary supplements, as well as marketing activities of pharmaceutical companies. This last aspect is important, as the pharmaceutical industry is at the forefront of the most profitable and fastest growing sectors of the economies of highly-developed countries. It is probably the reason why currently extremely intense advertising campaigns conducted by large pharmaceutical companies can be observed on the Polish market. This paper attempts to define the perception of various aspects of television commercials of OTC drugs and dietary supplements and present various conditions of this process with particular emphasis on the psychological aspects. The results of our own study on the perception of OTC drugs and dietary supplement advertising and its impact on purchasing decisions are presented. On their basis, conclusions were drawn from the analysis of empirical material, indicating the impact of television advertising campaigns for medicines and other pharmaceuticals on the level and structure of their consumption.

Place of publishing:

Wrocław

Publisher:

Wydawnictwo Uniwersytetu Wrocławskiego

Contributor:

Nowak, Wioletta. Red.   Szalonka, Katarzyna. Red.

Date issued:

2020

Resource Type:

text  
tekst

Detailed Type:

article  
artykuł

Identifier:

oai:repozytorium.uni.wroc.pl:136869   ISSN 0239-6661   ISSN 2658-1310

DOI:

10.19195/2658-1310.26.4.1

Language:

pol

Abstract Language :

eng

Relation:

Acta Universitatis Wratislaviensis, 0239-6661, No 4009

WUL Catalog:

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Is version of:

Czasopisma Naukowe w Sieci

Access rights:

The use of this material is allowed only with accordance of applicable rules of fair use or other exceptions provided by law, and any broader use requires the permission of the authorized entity  
Korzystanie z tego materiału jest możliwe zgodnie z właściwymi przepisami o dozwolonym użytku lub innych wyjątkach przewidzianych w przepisach prawa, a korzystanie w szerszym zakresie wymaga uzyskania zgody uprawnionego

License:

Making materials available on the basis of the agreement with the owner of the property copyrights  
Udostępnianie na podstawie umowy z właścicielem majątkowych praw autorskich

Rights holder:

Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o., Wrocław 2020   Copyright by CNS

Location of original object:

Biblioteka Wydziału Prawa, Administracji i Ekonomii

Autor opisu:

WR U/PAdks