摘要
目的探讨提高药品广告传播效果的对策。方法通过定量与定性相结合的研究方法,从我国药品广告的广告类型、传播内容、媒体策略、社会责任等角度分析了我国药品广告的传播现状及突出问题。结果与结论只有更新传播战略理念,拓宽视角,将广告传播上升到企业重要战略资源的高度;传播内容上跳出功效诉求的藩篱,升级到品牌责任传播;传播渠道上利用全媒体组合的同时兼顾重点媒体的精耕细作,提高广告传播效率,才能保证药品广告传播效果的全方位、立体化提升。
Objective To explore the countermeasures of improving the drug advertising communication effect.Methods Through quantitative and qualitative method of study,This paper analyzes the view points of the type of drug advertisements,communication contents,media strategies,and the social responsibility,etc.Results and Conclusion Only ascend advertisement to the height of the enterprise important strategic resources,promoted the propagation content to brand responsibility dissemination,improve the efficiency of media channels,can assure the ascension of drug advertising communication effect.
出处
《中国药事》
CAS
2011年第1期39-43,共5页
Chinese Pharmaceutical Affairs
关键词
药品广告
传播现状
有效传播对策
Drug Advertisements
Communication Status
Effective communication Strategies
