当前4种主要媒体药品广告监管策略分析及建议  

Analysis and Suggestion of the Regulation Strategy of Drug Advertisement from 4 Main Media

作　　者：李延敏[1] 陈蕾[2] 张弛[2] 白玉萍[2] 王华[1] 黄志禄[2] 杨悦[1] 

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

出　　处：《中国药房》2011年第29期2694-2697,共4页China Pharmacy

摘　　要：目的:为探索4种主要媒体药品广告监管策略提供参考。方法:在北京、南京、银川、昆明、南宁5个城市抽样,对公众日常接触的媒体形式及公众印象最深刻的药品广告的获取途径进行调研,在此基础上对电视、报纸、网络、户外4种主要媒体的特点进行分析,并提出其药品广告监管策略建议。结果与结论:公众日常接触的媒体形式排前3位的是电视、报纸、互联网,公众印象最深刻的药品广告的获取途径排前4位的是电视、户外、报纸、网络。电视媒体老少皆宜,应全面监管;报纸媒体灵活性高,应重点监管;网络媒体吸引力大,应加强监管;户外媒体发展前景广,应进行监管。建议通过加强对电视、报纸类药品广告的监测,加大对违法药品广告的处罚力度,各相关行业和部门统筹监管,对网络、户外媒体药品广告创新监管等策略来监管4种主要媒体药品广告。OBJECTIVE： To provide references for regulation strategy of drug advertisement from 4 main media. METHODS： Sample data were collected from 5 cities （Beijing, Nanjing, Yinchuan, Kunming, Nanning）. Media style that the public contacted everyday and the ways that the public gained the impressive drug advertisement were investigated. The characters of 4 main media （television, newspaper, internet and outdoor media） were analyzed and to put forward suggestions on drug advertisement. RE- SULTS ＆ CONCLUSIONS： Top 3 media styles that the public contact everyday are television, newspaper and internet. Top 4 ways that the public gain the impressive drug advertisement are television, outdoor advertisement, newspaper and interact. Televi- sion media is fit to the audiences of any ages, newspaper media is flexible, internet media is attractive, and outdoor media has good prospect. It is suggested to regulate drug advertisement by enhancing supervision of television and newspaper drug advertisement, increase punishment of illegal advertisement, administrate relevant industry and department over all and innovate in the regu- lation of internet and outdoor advertisement, etc.

关 键 词：调研 媒体 药品广告 监管 分析 建议 

分 类 号：R95[医药卫生—药学]