The Study On Drug Advertisement Communication Strategy

As the pharmaceutical market growing today, the consumptions of drugs have become 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 of issues has been unable to be effectively addressed is our reality. Then we through an advertising audience survey, make the data prove the problem and draw relevant conclusions forcefully, supply reference for the question that how to make drug advertisements being excellent. Finally, based on the communication "Five-W" model, the paper divided the drug advertisement communication strategy into some aspects just as follows: advertisers-who, advertising audience–whom, advertising to–where, advertising broadcasting time–when, advertisements–what, advertising creativeness-how. In the following chapters, the paper expounds each part specifically. Through empirical research and theoretical analysis, the article draw the corresponding conclusions, that is if the pharmaceutical companies want to enhance the effectiveness of drug advertisements, in addition to compliance with the relevant laws and rules, they also should change their mind-set, creative new ideas from the pharmaceutical market research to pharmaceutical advertising creativeness actively.