公众对药品广告认知度的调研与思考  

The Survey and Thought on the Public Recognition of Drug Advertisement

作　　者：陈蕾[1] 王华[2] 黄志禄[1] 杨悦[2] 

机构地区：[1]国家食品药品监督管理局药品市场监督办公室,北京100050 [2]沈阳药科大学工商管理学院,辽宁沈阳110016

出　　处：《中国执业药师》2011年第7期41-45,共5页China Licensed Pharmacist

摘　　要：目的:通过问卷调研的形式,了解公众对药品广告、广告宣传的产品以及广告监管规定的认知度。方法:对5个有代表性城市的540名城乡公众进行问卷调研,对问卷调查结果进行分析。结果与结论:公众对药品广告持中立态度,公众对广告宣传产品的判别能力以及对药品广告监管情况的熟知程度亟待提高,通过对上述调研结果的分析,对药品广告的监管提出建议。In order to find out the public recognition of the drug advertisements, advertising products and the regulations related to drug advertisement, a questionnaire survey was conducted among 540 people chosen from five cities in China and the results were analyzed. The public showed indifferent attitude toward drug advertisements. The public knowledge of advertising products and the related regulations of our country need to be improved.

关 键 词：公众认知度 药品广告 问卷调查 

分 类 号：R95[医药卫生—药学]