Reklamos įtaka gyventojams perkantiems  nereceptinius vaistus ir  vaistinių prekes X vaistinių tinkle

Jurkutė, Vytautė

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Reklamos įtaka gyventojams perkantiems nereceptinius vaistus ir vaistinių prekes X vaistinių tinkle

Jurkutė, Vytautė

URI: http://dspace.kaunokolegija.lt//handle/123456789/702

Data: 2018

Santrauka:

Baigiamajame bakalauro darbe buvo išsiaiškinta kokia yra reklamos įtaka gyventojams perkantiems nereceptinius vaistus ir vaistinių prekes X vaistinių tinke. Išnagrinėjus mokslinę - dalykinę literatūrą bei atlikus duomenų analizę buvo pateiktos išvados. Darbą sudaro įvadas, keturi skyriai, išvados, rezultatų publikavimas, literatūros sąrašas bei priedai. Darbo apimtis – 37psl. 39 bibliografinių šaltinių.

Description:

Relevance. Advertising in today's world is a daily occurrence that every person is facing. Advertising reaches us through a variety of media channels: TV, radio, newspapers, magazines, Internet, bus banners, telephone messages, etc. Advertising in pharmacy plays an important role in informing the population about non-prescription drugs and pharmaceuticals, but this information must be clear and not misleading. For this reason pharmaceutical advertising is defined by law in Lithuania and in other parts of the world. The question arises whether advertising always meets the defined recommendations in real practice and how it affects the citizen. Objective - to determine the impact of advertising on the population who buys non-prescription drugs and medicinal products. Work tasks: 1. To describe the concept of advertising functions, means of dissemination and methods in the theoretical context. 2. Describe the importance of advertising in pharmacy and the legal regulation of advertising. 3. Reveal the influence of advertising on the selection of non-prescription drugs and pharmaceuticals in the pharmacy network. Methodology: Participants of the study were 116 randomly selected people who visited Kaunas x pharmacy. Method of survey - questionnaire survey. The obtained data was processed by the SPSS (Statistical Package for Social Sciences) version 20.0 statistical analysis program package, and the tables and graphics crated with the Microsoft Office Excel 2010 program. Results: (67.2%), the participants indicated that advertising had an impact on the choice of an over-the-counter drug or a drug product, (25%) had acquired over-the-counter medicines or pharmaceuticals due to targeted advertising, (31%) affected the influence of advertising on over-the-counter medication more than at that time was needed. Conclusions. 1. Advertising is defined as a marketing tool that seeks to achieve better business results, greater sales of goods or services. 2. Advertising in pharmacy plays an important role in informing the general public about non-prescription drugs and pharmaceuticals, and therefore it regulates laws aimed at correct, clear and inappropriate use of medicines. 3. The study found that due to the impact of pharmaceutical advertising on the population, people bought for the treatment of ill-treated or inappropriate medicines, as well as more medicine than the course needed for treatment. The respondents indicated that they did not always seek advice from a pharmacy specialist when purchasing over-the-counter medicines or medicines that were seen in advertising, which could encourage irregular self-esteem.

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