中国药事
中國藥事
중국약사
CHINESE PHARMACEUTICAL AFFAIRS
2015年
2期
124-127
,共4页
非处方药%药品广告%诉求方式%终端媒体%传播效果
非處方藥%藥品廣告%訴求方式%終耑媒體%傳播效果
비처방약%약품엄고%소구방식%종단매체%전파효과
non-prescription drugs%drug advertising%demand ways%terminal media%communication effect
目的：为提升我国非处方药药品广告传播效果提供借鉴。方法：从诉求方式、载体选择、传播内容和合法性等方面，分析目前非处方药药品广告存在的主要问题，进行针对性讨论。结果与结论：当前我国非处方药品广告存在诉求方式单一、对终端媒体重视不到位和盲目寻求代言等5个主要问题。建议选择多样化的诉求方式、加强终端药店的宣传、注重企业形象塑造和传播等应对策略，进一步提升我国非处方药广告的传播效果。
目的：為提升我國非處方藥藥品廣告傳播效果提供藉鑒。方法：從訴求方式、載體選擇、傳播內容和閤法性等方麵，分析目前非處方藥藥品廣告存在的主要問題，進行針對性討論。結果與結論：噹前我國非處方藥品廣告存在訴求方式單一、對終耑媒體重視不到位和盲目尋求代言等5箇主要問題。建議選擇多樣化的訴求方式、加彊終耑藥店的宣傳、註重企業形象塑造和傳播等應對策略，進一步提升我國非處方藥廣告的傳播效果。
목적：위제승아국비처방약약품엄고전파효과제공차감。방법：종소구방식、재체선택、전파내용화합법성등방면，분석목전비처방약약품엄고존재적주요문제，진행침대성토론。결과여결론：당전아국비처방약품엄고존재소구방식단일、대종단매체중시불도위화맹목심구대언등5개주요문제。건의선택다양화적소구방식、가강종단약점적선전、주중기업형상소조화전파등응대책략，진일보제승아국비처방약엄고적전파효과。
Objective:To provide reference for improving advertising communication effect of non-prescription drugs in our country.Methods:From aspects of demand ways, selection of media, contents and legality, the main problems in the current advertising of non-prescription drugs were analyzed and some considerations were made.Results and Conclusion:Five major problems exist in the current advertising status for non-prescription drugs in our country, such as simple demand ways, inefficient emphasis on terminal media and blind appeal for endorsement. It is suggested to carry out four countermeasures including enrichment of demand ways, enhancement of publicity in terminal drug stores, focus on corporate image building and communication, so as to promote the communication effect of advertisement of non-prescription drugs.
