Memory of OTC medicines and package colors

Abstract

OTC medicines (marketed drugs) are advertised in various media, and measurement of advertisement effectiveness is recognized as an important task. In this report, we will try to analyze the relation of a part of memory from the advertisement (memory of brand, memory of advertisement media contacts, memory of package colors) using about 1,200 data that was obtained from net survey from residents of Tokyo, Kanagawa, Saitama and Chiba prefectures. We will examine the relationships among (a) use memory during a certain period, (b) brand in memory, (c) advertisement medium contact memory, (d) associative package colors and so on, of marketed cold medicines.