| Author(s) | Collection number | Pages | Download abstract | Download full text |
|---|---|---|---|---|
| Havenko M. M., Havenko S. F. | № 2 (86) | 79-90 |
|
|
Life in modern society is hard to imagine without advertising. Advertising, using information from manufacturers of goods or services, is aimed at satisfying the interests and needs of consumers, affects people’s consciousness, and social relations, and forms their certain worldview, sometimes behaviour, and actions. Since advertising often goes beyond the boundaries of the legal field, and regulatory documents, creating a problem of verifying the reliability of facts, and truthfulness of information, it can have negative consequences for society, and bring harm to a certain target audience.
The article is devoted to the analytical research of electronic advertising, in particular of medicinal products. An analysis of the research of specialists on the use of electronic advertising of medicinal products is carried out, who consider it from various points of view, in particular, socio-legal, economic, medical, and pharmaceutical aspects. Types and features of Internet advertising, its advantages and disadvantages are considered. An analysis of electronic advertising by classification features, functions and place of use is provided. The attention is focused on electronic advertising of medicines, which is distributed through the Internet, television and radio, on street billboards. The peculiarities of contextual, geo-contextual, media, native, teaser advertising, and advertising in social networks and e-mail are analysed. The classification of media advertising of medicinal products by placement method, form, level of sales, and target audience is carried out. An important role in the effectiveness of advertising is noted for SEO promotion, which solves the problem of user search and aims to improve the position of the resource in search engines. The impact of medicinal product advertising on Internet users is studied. It is confirmed that any advertising campaign can use several advertising measures, distributing them in space and time in such a way that they complement each other and cover a specific period.
Keywords: electronic advertising, types, classification, medicinal products, target audience.
doi: 10.32403/0554-4866-2023-2-86-79-90
- 1. Reklamni biudzhety svitovykh brendiv 2020: sytuatsiia i perspektyvy. Retrieved from https://marketer.ua/ua/advertising-budgets-of-global-brands-2020/ (in Ukrainian).
- 2. Vydy reklamy v interneti: 7 osnovnykh typiv ta yikh osoblyvosti. Retrieved from https://webtune.com.ua/statti/internet-marketing/vydy-reklamy-v-interneti/ (in Ukrainian).
- 3. Mediina reklama v Ukraini. Retrieved from https://marketer.ua/ua/medijnareklama-v-ukrayini-zrosla-na-42/ (in Ukrainian).
- 4. Malchyk, M. V., & Adasiuk, I. P. (2021). Reklama v interneti: teoretychnyi analiz ta osoblyvosti: Journal of Lviv Polytechnic National University, 5, 1, 75−85 (in Ukrainian).
- 5. Khaminich, S. Yu., & Tretiak, K. V. (2015). Internet-reklama yak osnovnyi chynnyk prosuvannia tovaru v suchasnykh umovakh: Hlobalni ta natsionalni problemy ekonomiky, 7, 504−507 (in Ukrainian).
- 6. Natyvna reklama: shcho tse take i yak vona pratsiuie. Retrieved from https://detector.media/rinok/article/116855/2016-07-15-natyvna-reklama-shcho-tse-take-i-yak-vona-pratsyuie/ (in Ukrainian).
- 7. Tyzerna reklama: shcho tse take, pryklady vykorystannia. Retrieved from https://wezom.com.ua/ua/blog/tizernaya-reklama (in Ukrainian).
- 8. Osnovni perevahy ta nedoliky internet oholoshen. Retrieved from https://publish.com.ua/nashi-dni/osnovni-perevagi-ta-nedoliki-internet-ogoloshen.html (in Ukrainian).
- 9. Mazur, O. I. (2019). Suchasni perspektyvy prosuvannia farmatsevtychnoi produktsii: sotsialnyi i zakonodavchyi aspekty: Podilskyi naukovyi visnyk, 1 (9), 80−86 (in Ukrainian).
- 10. Udovenko, O. O., Horodetska, I. Ya., & Khanyk, N. L. (2013). Kontroversiini pytannia reklamy likarskykh zasobiv v Ukraini: Farmatsevtychnyi chasopys, 2, 76−79. Retrieved from http://nbuv.gov.ua/UJRN/Phch_2013_2_18 (in Ukrainian).
- 11. Demchenko, I. S., & Berzina, A. B. (2020). Reklama likarskykh zasobiv: ohliad sudovoi praktyky: Chasopys Kyivskoho universytetu prava, 2, 233−238 (in Ukrainian).
- 12. Poltavets, T. (2018). Zakonodavche vrehuliuvannia reklamy likarskykh zasobiv: Hromadska dumka pro pravotvorennia, 10 (154), 6–9 (in Ukrainian).
- 13. Sanzharovska, L., & Hanzhelo, V. (2023). Typovi porushennia pry reklamuvanni likarskykh zasobiv v Ukraini: Yurydychna hazeta, 3–6, 761–764. Retrieved from https://yur-gazeta.com/publications/practice/medichne-pravo-farmacevtika/tipovi-porushennya-pri-reklamuvanni-likarskih-zasobiv-v-ukrayini.html (in Ukrainian).
- 14. Zimenkovskyi, A. B., Makukh, Kh. I., Ryvak, T. B., & Levytska, O. R. (2008). Rozpodil likarskykh zasobiv za tsinovymy nishamy v rozrizi farmakoterapevtychnykh hrup yak skladova formuliarnoi systemy: Farmatsevtychnyi zhurnal, 6, 13–18 (in Ukrainian).
- 15. Kiveliuk, D. A. (2016). Poniattia ta vydy nepravomirnoi reklamy: Eurasian Academic Research Journal, 3, 84–88 (in Ukrainian).
