Use of Communicative Techniques for OTC Drug Differentiation in TV Advertisements

Student: Gormalova Jana

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2018

Advertising on television plays an important role in promoting seasonal and non-seasonal OTC medicines, emphasizing their unique properties and benefits, achieving a broad recognition of the drug. The work is devoted to the actual topic of using communication techniques for differentiation of OTC medicines in television advertising in order to form a unique image of medicines, their memorability and difference from brands of competitors. The purpose of the study was to identify the communication techniques used to differentiate OTC drugs in television spots. The study found what communication methods are used in the categories of seasonal and non-seasonal drugs at the visual and verbal level, which communication methods for differentiating seasonal and non-seasonal OTC drugs are the most successful.

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