本文選題：藥品廣告　切入點(diǎn)：廣告效益　出處：《沈陽藥科大學(xué)》2005年碩士論文

【摘要】：近年來，藥品廣告包括醫(yī)藥保健品廣告已經(jīng)成為媒體廣告的重要組成部分，同時(shí)藥品廣告在醫(yī)藥企業(yè)銷售費(fèi)用中所占的比重也逐年提高。但在風(fēng)光的藥品廣告背后，卻存在著諸如廣告投入與廣告效果不協(xié)調(diào)，高投入導(dǎo)致研發(fā)無力等問題。在國際跨國醫(yī)藥集團(tuán)紛紛進(jìn)入我國醫(yī)藥市場的情況下，我國醫(yī)藥企業(yè)廣告存在的問題將更加突出，如不改進(jìn)將直接影響我國醫(yī)藥企業(yè)的生存和發(fā)展。本文首先分析了我國藥品廣告的現(xiàn)狀和存在的問題，接著從我國醫(yī)藥企業(yè)的廣告戰(zhàn)略、廣告受體、廣告訴求、表達(dá)方式、媒體、投放等方面結(jié)合實(shí)例提出建議和對策，以達(dá)到節(jié)約企業(yè)資源、充分發(fā)揮廣告在促進(jìn)產(chǎn)品的銷售、樹立品牌方面作用的目的。通過分析，本文認(rèn)為應(yīng)當(dāng)正確設(shè)計(jì)廣告戰(zhàn)略、廣告戰(zhàn)略目標(biāo)和廣告策略，擺脫廣告運(yùn)作的盲目性、提高科學(xué)性；做好廣告受眾研究，使廣告有的放矢，少做無效廣告；正確地訴求，使廣告更有效果；使用比較廣告等行之有效的信息表達(dá)方式；重視包裝廣告這個(gè)最基本媒體和新興的網(wǎng)絡(luò)廣告媒體運(yùn)用，并且根據(jù)藥品的周期合理安排廣告媒體組合；發(fā)布時(shí)間上提倡減少廣告發(fā)布的集中發(fā)布，提高廣告發(fā)布的連續(xù)性，在發(fā)布地域上強(qiáng)調(diào)區(qū)域集中。 總之，，藥品廣告要求在科學(xué)的戰(zhàn)略安排下，在正確的產(chǎn)品生命周期內(nèi)，在合適的媒體上，通過有效的表達(dá)方式，以恰當(dāng)?shù)念l率向明確的廣告受眾發(fā)布正確的藥品廣告內(nèi)容，才能獲得預(yù)期效果。
[Abstract]:In recent years, drug advertising, including health products advertising, has become an important part of media advertising, and the proportion of drug advertising in the sales expenses of pharmaceutical enterprises has been increasing year by year.But behind the beautiful drug advertisement, there are many problems, such as the incongruity between the advertisement and the advertising effect, and the weakness of R & D caused by the high investment.With the international multinational pharmaceutical groups entering the Chinese pharmaceutical market one after another, the problems existing in the advertisement of Chinese pharmaceutical enterprises will become more prominent. If not improved, it will directly affect the survival and development of Chinese pharmaceutical enterprises.This paper first analyzes the current situation and existing problems of drug advertising in China, and then puts forward some suggestions and countermeasures from the aspects of advertising strategy, advertising receptor, advertising appeal, expression, media, delivery and so on.In order to save enterprise resources and give full play to the role of advertising in promoting product sales and establishing brand.Through the analysis, this paper thinks that we should design the advertisement strategy, the advertisement strategy target and the advertisement strategy correctly, get rid of the blindness of the advertisement operation, improve the science, do well the research of the advertisement audience, make the advertisement have the aim, do not do the invalid advertisement;To make the advertisement more effective; to use effective information expression methods such as comparative advertising; and to attach importance to the use of packaging advertising as the most basic media and the emerging network advertising media.According to the cycle of drugs, the advertising media combination should be arranged reasonably. In the release time, the centralized distribution of advertising should be reduced, the continuity of advertising should be improved, and the regional concentration should be emphasized in the distribution area.In a word, under the scientific strategic arrangement, in the right product life cycle, in the right media, through effective expression, the drug advertisement should be released to the definite advertising audience with the right frequency.In order to achieve the desired results.
【學(xué)位授予單位】：沈陽藥科大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2005
【分類號】：F713.8;F426.7

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 尼木格日勒;新疆違法藥品廣告現(xiàn)狀及監(jiān)管研究[D];北京中醫(yī)藥大學(xué);2012年

2 孫書月;論商業(yè)廣告的著作權(quán)保護(hù)[D];西南大學(xué);2012年

本文編號：1728896