Čes. slov. farm. 2009, 58(5):230-236

Contributions to the development of advertising in pharmacy I

V. Vranová^1,*, V. Rusek²

¹ Veterinární a farmaceutická univerzita Brno, Ústav aplikované farmacie

² Univerzita Karlova v Praze, Farmaceutická fakulta v Hradci Králové, České farmaceutické muzeum v Kuksu

Advertising has been a part of the trade since its very beginning. An expansion of advertising began after the invention of book printing and the birth of newspapers, which made advertising effective. Advertising was also used by physicians, healers, pharmacists, herbalists, and quacks. Advertising activities were targeted not only at patients but also at (general) practitioners and pharmacists. Many types of advertising have been used, for instance mass advertising (press, visual, audio), direct advertising (sales representatives, friendly business relations, and personal letters), and goodwill (sponsoring, charity).

Keywords: advertising in pharmacy; pharmaceutical specialities; development of pharmaceutical practice

Received: September 3, 2009; Accepted: October 29, 2009; Published: May 1, 2009  Show citation