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从1999年起,医药(含保健、器械)广告一跃成为中国行业广告第一大户。在2001年央视黄金时段广告招标大会上,医药类企业更是冷门频爆、风光尽现,勇夺新世纪“集体标王”。可惜老大的感觉刚刚找到,便“祸不单行”: 最大的打击来自国家药品监督管理局颁布的《处方药与非处方药分类管理办法》,该办法对处方药在大众媒体的广告宣传进行明确限制; 其次是国家税务总局的红头文件:企业年广告支出超过销售额2％的部分,将不得计入成本在税前扣除;
Since 1999, the advertisement of medicine (including health care and equipment) has become the largest advertisement in Chinese industry. In 2001 CCTV prime time advertising bidding conference, the pharmaceutical companies is popular, the scenery is full, won the new century “collective standard king.” Unfortunately, the boss’s feeling has just been found, then “misfortunes never stop”: the biggest blow from the State Drug Administration promulgated the “prescription drugs and over-the-counter drugs classified management approach” that the prescription drugs in the mass media advertising clearly limited; followed by the national tax The red flag documents of the General Administration of Administration: The part of enterprises whose annual advertising expenditures exceed 2% of the sales amount shall not be included in the deduction of costs before tax;