Recognized Aspects of Visual Cues within Managing OTC Drugs Communication

Karin Kasesnik and Mihael Kline
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Karin Kasesnik: University of Ljubljana, Slovenia
Mihael Kline: University of Ljubljana, Slovenia

from University of Primorska, Faculty of Management Koper

Abstract: Visual cues in OTC drugs promotional materials were determined. We performed a content analysis of printed materials. The persons appeared in all of the osteoporosis treating OTC drugs materials. Drug-related products were often visualised. Identity reward visual cues, except drug taking, were mainly attributed to the osteoporosis treating drugs, where also relational rewards were solely found. It was established that observed visual cues directed the patients to drug purchasing. The differences between therapeutic groups coincided with the specifities of an underlying disease. It was concluded that educational efforts and regulatory control of visual cues is needed to enable an ethical approach.

Keywords: Visual cues; promotional materials; therapeutic groups; the behavior (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:mgt:micp11:825-840

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