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Intensity of Commercial Communication in Poland in the Field of Dietary Supplements

Author

Listed:
  • Katarzyna Hys
  • Dominika Barbara Matuszek
  • Krzysztof Olejnik
  • Karol Bierczynski

Abstract

Purpose: The purpose of the paper is to analyse and evaluate the frequency of commercial communications on health products and medicine with special consideration of dietary supplements. Design/Methodology/Approach: The paper features a quantitative data analysis concerning the number of commercial communication aired in a single week in four Polish TV stations: TVP1, TVP 2, POLSAT, TVN on supplementary, health products and medicine, with special consideration of dietary supplements. Findings: The analysis allowed for the presentation of the frequency of commercial communications on the studied products. It was demonstrated that the intensity of commercial communications on dietary supplements is high, thereby translating into dynamic growth of the industry and its sales. Furthermore, it was demonstrated that there are many different dietary supplements and that their availability in the market is unlimited. Practical implications: Commercial communications on dietary supplements in the vitamins and fortifying preparations category suggests that a substantial portion of consumers should supplement the deficiencies of ingredients from this group. Originality/value: The aim of raising the issue is to provoke a discussion on the potential opportunities and threats concerning the intense promotion of dietary supplements and other supplementary products around the world.

Suggested Citation

  • Katarzyna Hys & Dominika Barbara Matuszek & Krzysztof Olejnik & Karol Bierczynski, 2022. "Intensity of Commercial Communication in Poland in the Field of Dietary Supplements," European Research Studies Journal, European Research Studies Journal, vol. 0(4), pages 404-414.
    • Handle: RePEc:ers:journl:v:xxv:y:2022:i:4:p:404-414
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    File URL: https://ersj.eu/journal/3089/download
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    References listed on IDEAS

    as
    1. Regina Ewa Wierzejska & Agnieszka Wiosetek-Reske & Magdalena Siuba-Strzelińska & Barbara Wojda, 2022. "Health-Related Content of TV and Radio Advertising of Dietary Supplements—Analysis of Legal Aspects after Introduction of Self-Regulation for Advertising of These Products in Poland," IJERPH, MDPI, vol. 19(13), pages 1-15, June.
    2. Katarzyna Hys & Anna Koziarska, 2020. "Supply Analysis of Supplementary Products in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 549-571.
    3. Katarzyna Hys & Anna Koziarska, 2021. "Supplementary Product Forms: Analysis of Polish Market Trends," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 982-996.
    Full references (including those not matched with items on IDEAS)

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    1. Katarzyna Hys & Anna Koziarska, 2021. "Supplementary Product Forms: Analysis of Polish Market Trends," European Research Studies Journal, European Research Studies Journal, vol. 0(4B), pages 982-996.

    More about this item

    Keywords

    Dietary supplements; commercial communications; Poland.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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