Abstract
Self-medication for common ailments like cough, cold, headache, indigestion, etc. is on rise in India, especially in urban areas. This is due to the advent of technology, improving literacy levels, increasing health awareness, and high work stress levels. This obviously leads to growing potential for over-the-counter (OTC) medicines. According to industry analysts, the OTC healthcare segment in India is estimated at Rs 15 000 crore. In order to grab the larger share of this growing market, the companies marketing OTC products are increasing their advertising spends so as to woo the consumers. The study was therefore undertaken to understand the impact of media advertising on consumption of OTC cough and cold products (since cough and cold are the most frequently occurring routine ailments).
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