论中国药品广告的现状和发展方向  

China Drug Advertisement:The Present Situation and Developing Trend

作　　者：闫冠韫[1] 王欣[2] 

机构地区：[1]哈尔滨医科大学,黑龙江哈尔滨150086 [2]黑龙江省哈伊高速公路管理处,黑龙江哈尔滨150526

出　　处：《哈尔滨商业大学学报（社会科学版）》2008年第5期69-72,共4页Journal of Harbin University of Commerce:Social Science Edition

基　　金：黑龙江省教育厅人文社会科学研究项目(11524050)

摘　　要：中国药品广告的发展方向应为理性的观念回归、严谨的市场调研、精准的诉求定位、独到的媒体运作、创新的广告战略、实效的广告代理、高效的广告管理、睿智的广告投资、长远的品牌塑造。The development direction of drug advertisement in China should contain the contents as following： the rational concept regression, the accurate market survey and demand orientation, the unique media operating, the solid terminal advertising, the innovative advertising strategy, the effective advertising agencies, the efficient advertisement management, the sagacious advertising investment, and the long - term brand building.

关 键 词：药品广告 创意 发展方向 

分 类 号：R956[医药卫生—药学]