Aim: The purpose of this study is to examine how advertising messages and media significantly influence customer perceptions and attitudes regarding decisions to buy over-the-counter (OTC) pain treatment medicines. OTC products make up a major portion of the pharmaceutical market, and marketing strategies and brand development can be significantly impacted by an awareness of the elements that shape consumer behaviour.

                Methodology: A thorough questionnaire was made. The first portion of the questionnaire addressed the participants' or respondents' demographic profiles, which included details on age and sex. The questionnaire's second section included a number of different elements related to advertising medium, frequency and message. The majority of the underlying variables or factors were extracted using factor analysis. The greatest likelihood estimate was used to analyse the correlation between the different data elements. Multiple variables are incorporated in this type of study.

                Findings: This study aims to illuminate the crucial interactions between advertising messages, media, consumer perception, and OTC pain relief medication purchasing decisions. Pharmaceutical firms and marketers can create more effective strategies to improve customer engagement, generate sales, and ultimately prosper in a competitive market environment by getting insights into these dynamics. The results revealed that the advertising medium and advertising message have   a positive and significant impact on customers' views and attitudes towards choosing over-the-counter pain relief medications. They have a significant impact on the consumer’s purchase decision and both these elements of an advertisement should be taken under due consideration by marketers.

KEYWORDS: Advertisement Medium, Advertisement Message, Consumer Perception, Over the Counter (OTC), Purchase Decision.