浅谈广告策略在非处方药市场中的重要性  

Significance of advertising strategy in OTC market

作　　者：蒋婷 

机构地区：[1]上海罗氏制药有限公司,上海201203

出　　处：《上海医药》2012年第1期42-43,共2页Shanghai Medical & Pharmaceutical Journal

摘　　要：OTC市场已成为制药企业获得经济收益的重要市场之一。由于OTC是一种特殊的消费品,因此广告策略在营销过程中起着举足轻重的作用。合理运用广告策略,是制药企业在这一市场获得成功的关键。OTC market has become one of the important markets to gain economic profits for pharmaceutical companies. Since OTC drug is a special kind of commodity, advertising strategy plays an important role in company＇ s marketing process. A right advertising strategy is the key factor to the market success for all pharmacuetical companies.

关 键 词：非处方药 广告策略 营销 

分 类 号：F713.81[经济管理—广告]