药品广告传播策略研究.pdf

华中科技大学
硕士学位论文
药品广告传播策略研究
姓名:涂琲
申请学位级别:硕士
专业:传播学
指导教师:汪佩伟
20070511
华中科技大学硕士学位论文
摘要
在药品市场不断壮大的今天,药品消费越来越大众化。药品广告层出不穷,但
违法现象屡禁不止,此外药品广告的投入产出比严重失调。面临这样的现状,我们
认为仅仅从法律规制的层面,依靠行业自律和他律来化解这一矛盾是不够的,除了
告诫药企广告主“什么样的药品广告不能做”之外,更需要告诉他们“药品广告应该怎
么做”。因此,本文从广告传播策略这个角度,按照提出问题、分析问题和解决问题
的逻辑思路,提出有关如何提升药品广告有效性的新观点。
文章首先对国内外药品市场进行了现状描述和趋势预测,并概括分析了国家针
对药品广告的相关政策。其次,药品广告虚假、违法等一系列问题一直无法得到有
效解决是我们面临的现实情况。接下来通过一个药品广告受众调查的实证研究,更
加有力地用调查数据说明问题,并得出相关结论,为“药品广告如何做”这一问题提
供借鉴和参考。最后,基于传播学“五 W”模式,本文将药品广告传播策略研究细分
为以下几个方面:广告主-WHO、广告受众— WHOM、广告投放地— WHERE、广
告刊播时间— WHEN、广告内容— WHAT、广告创意— HOW。在接下来的几个章节
中有针对性地对每一个环节进行详尽地论述。通过实证研究和理论分析,文章得出
相应结论,认为制药企业要想提高药品广告的有效性,除了遵守行业规则和相关法
律之外,更应该转变思维,积极开拓出从药品市场研究到药品广告创意的新思路。

关键词:药品广告、广告受众调查、投放策略、刊播策略、创意方法
华中科技大学硕士学位论文
ABSTRACT
As the pharmaceutical market growing today, the consumptions of drugs have
e more and more popular. Drug advertisements appear one after another, but the
illegal phenomena repeat at the same time. In addition, the ratios of the input and output of
drug advertisements are out of balance seriously. Face with such a situation, we consider
that just from the legal regulations, rely on the industry discipline and self-discipline to
resolve this contradiction is far from enough. Apart from warning the advertiser that what
kind of drug advertisements is forbidden, what is more needed is to tell them how to make
drug advertisements being excellent. Therefore this paper from the angle of advertising
communication strategy, make a logic thinking in terms of proposing and analyzing issues
and then solving problems, bring forward new perspectives on how to enhance the
effectiveness of the drug advertisements.
Firstly, the paper make a description and forecast the trends of both the domestic and
international drug markets, at the same time generalize and analyse the policy of drug
advertisements. Secondly, the advertisements are false and illegal, a series o f issues