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1、学校代码：学 号： 广西中医药大学学 士 学 位 论 文浅谈严迪广告的利与弊姓 名：*院 (系)：药学院年 级：2010级专 业：市场营销（医药营销方向）实习单位：*导师姓名：*完成日期：2013年11月15日浅谈严迪广告的利与弊专 业：市场营销申 请 人：*指导老师：*（教授）论文答辩委员会主席：委员： 目 录中文摘要.4英文摘要.51. 引言.62.材料与方法.62.1调查对象 .62.2调查方法 .62.3数据处理.73. 严迪广告利与弊调查结果.73.1调查对象性别分布情况.73.2被调查大学生了解药品广告的途径.73.3被调查大学生选购药品的途径.83.4被调查大学生选购药品时考虑的
2、因素.83.5被调查大学生对严迪广告的关注情况.93.6被调查大学生对严迪广告所要传达信息的理解.93.7被调查大学生购买严迪感冒药的情况.103.8严迪广告对大学生购买严迪感冒药的影响.103.9被调查大学生感冒服用严迪感冒药疗效调查.113.10严迪广告的宣传功效与产品实际功效对比调查.113.11药品做广告的必要性调查.123.12被调查大学生对药品广告的意见和建议.124. 讨论.124.1严迪广告的利.124.2严迪广告的弊.134.3大学生人群通过电视网络关注广告药品.134.4药品广告的宣传功效与产品实际功效.134.5错误的广告宣传 .144.6知名度不是决定药品疗效的绝对因素
3、.144.7大学生盲目自购药品而导致容易轻信药品广告.144.8生活中接触的各类药品广告.155如何更好的管理药品广告的建议.155.1药品广告应符合其真实疗效，避免夸大宣传.155.2社会应减少药品广告的负面影响.165.3企业正确选择传播渠道, 使品牌传播立体化.165.4加强有关部门对药品广告的管理.166结论.16参考文献.17附件.18致谢.19承诺与声明.20 中 文 摘 要目的：了解大学生对严迪广告的注意程度、相关看法及该广告对大学生购买药品的影响，从而分析出严迪广告的利与弊及现在媒体上各类药品广告对广大学生购药的途径、选择等影响，为开展合理看待药品广告及药品广告规范化管理提供依
4、据。方法：通过自行设计问卷，对某高校大学生进行随机调查，进行合理分析。结果：调查显示：大多数大学生都关注过药品广告，并且大多数大学生都是通过电视关注的，他们认为药品有必要做广告以便患者了解药品的功能主治，但是药品广告应符合其真实疗效，避免夸大宣传且药品广告时间不宜过长，重播次数也不宜过多，同时有关部门应加强对药品广告的管理。在对“严迪广告的利与弊”这个问题上，82.35%的大学生见过这个广告，17.65%的大学生从未见过。在严迪广告所传达思想的理解上，23.53%的大学生理解为要注意天气变化，70.59%的大学生则理解为感冒买严迪。在对于严迪药品的购买方面，少部分大学生经常购买，47.06%的
5、大学生偶尔购买，其他的大学生没有购买过。而已购买过的大学生中，有25.49%的大学生是由于严迪广告影响而选择购买；有54.90%的大学生认为严迪感冒药有效，39.22%的大学生认为无效。另外，54.90%的大学生认为严迪广告的宣传功效与产品实际功效符合，但也有39.22%的大学生认为不符。结论：以严迪广告利与弊的调查为例，大学生在对药品的认识、使用方面受药品广告影响较大，有关部门应增加对药品广告相关知识的宣传以及对药品广告的监督力度，提高药品广告的合理性及安全性。关键词：严迪广告，利与弊Discussion of the Yan Di advertising s pros and cons A
6、BSTRACT Objective: In order to understand the students attention and views and the ad affect to buy drugs in college students of Yan Di advertising,to analyze the pros and cons of the Yan Di advertising and the media are now all kinds of drug advertising on consumers the way the majority of students
7、 choose other effects, order to carry out a reasonable view of drug advertising and provide the basis for standardized management of drug advertising. Methods: The self-designed questionnaire, the students of University in Nanning conduct random surveys of university students conduct a reasonable an
8、alysis.Results: The survey showed: Most college students are concerned about drug advertising,and the most college students are concerned about through television.They think drugs that patients understand the need to advertise drugs Indications,but they also think that drug advertising should be con
9、sistent with its true effect,avoid hype and drug advertisings time not too long, not too much replay times,While the relevant departments should strengthen the management of drug advertising.On the issue of Yan Di advertising pros and cons ,82.35% of students have seen this ad, and17.65% of the stud
10、ents had never seen before.In Yan Di advertising ideas conveyed by understanding,23.53% of the students understood to pay attention to weather changes,70.59% of the students are understood as colds buy Yan Di drugs.In the purchase of medicines for serious Di aspects,Students often buy small portion,
11、 47.06% of the students occasionally purchase, the other students did not buy too.And just bought the college students,there are 25.49% of the students is due to the impact of advertising and Yan Di choose to buy;there are 54.90% the students that Yan Di cold medicine effective, 39.22% of the studen
12、ts considered invalid.In addition, 54.90% of the students that Yan Di advertising promotional products, the actual efficacy and effectiveness of compliance, but there are 39.22% of the students that do not match.Conclusion: By the Yan Di advertising pros and cons of survey, for example, students in the understanding of drugs, use of drug ads influenced by, the relevant depar
