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药品广告是近年来发展较快的广告品种,铺天盖地的医药广告充斥着各地的报章和屏幕。有关资科表明:2000年全国广告市场营业额是712亿元,其中药品广告的投放量就达到了74.29亿元,占全国广告总投放量的10.52%,虽然这一比例较1999年已有所下降,但仍占各类广告品种的第一位。通过加大广告投放量来获取消费者对品牌和功效的认知是目前多数药品企业或广告公司常用的手段,众多的药品广告业主因此给人留下了出手大方的印象。然而,如今看来,消费者似乎并不为此所动。相反,除一些药品广告因误导消费者,严重损害了消费者的身体健康而遭唾弃外,另有相当一部分的药品广告因过多过滥而引起了人们的反感。药品行业中人为如何在广告投放的量与质中寻求平衡而感困惑。药品广告自有其特殊性,与一般日用品、食品等明显不同的是它的针对性强,理性的成分多,在药品广告的功能诉求中不仅要考虑有需求
Drug advertising is a rapidly growing variety of advertisements in recent years. Overwhelming medical advertisements are flooded with newspapers and screens around the country. Relevant information shows that in 2000 the national advertising market turnover was 712 billion yuan, of which drug advertising volume reached 7.429 billion yuan, accounting for 10.52% of the total national advertising volume, although this ratio has been higher than in 1999 Decline, but still accounted for the first variety of ad types. By increasing the advertising volume to obtain consumer awareness of the brand and efficacy is the most commonly used means of drug companies or advertising companies, many drug advertisers thus give the impression left generous. However, consumers do not seem to be moving now. On the contrary, except for some drug advertisements that have been cast aside by misleading consumers and seriously damaging the health of consumers, a considerable part of drug advertisements have caused people’s resentment because of excessive abuse. People in the pharmaceutical industry feel confused about how to balance the amount and quality of advertisements. Drug advertising its own particularity, and general daily necessities, food, etc. is obviously different from its strong, rational ingredients and more in the functional appeal of the drug ads not only to consider the demand