Piccirillo, Giulia (A.A. 2021/2022) From past to new trends: how Covid-19 affected communication in the pharmaceutical sector. Tesi di Laurea in Language in advertising, Luiss Guido Carli, relatore Paolo Peverini, pp. 97. [Master's Degree Thesis]

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Abstract/Index

An overview of the pharmaceutical advertising trends. Advertising from the postwar to the seventies in Italy. Advertising during the economic boom. Advertising from the eighties to the 2000s. Advertising today. Advertising investments in the last year. Advertising during the pandemic. Consumer reaction to Covid-19. The role of television during Covid-19. The marks during the Coronavirus. Advertising creativity during Coronavirus. The mythologies. The symbol of the house. The language of advertising during Covid. Covid vaccination campaign on TV. Vaccines and social media. Vaccination campaign and the brands worldwide. Analysis communication of the pharmaceutical sector during the pandemic. The pharmaceutical sector in general: trends and growth opportunities. Online & pharma. The pharmaceutical sector in Italy. The case of Angelini: the rebranding. Research question: could pharmaceutical sector have leveraged better the communication during and after the pandemic through aligning to new advertising trends? Study results.

References

Bibliografia: pp. 94-95. Sitografia: pp. 96-97.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Language in advertising
Thesis Supervisor:	Peverini, Paolo
Thesis Co-Supervisor:	Romagnoli, Stella
Academic Year:	2021/2022
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	15 Feb 2023 15:41
Last Modified:	15 Feb 2023 15:41
URI:	https://tesi.luiss.it/id/eprint/35091

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