药品广告是一个业内人士提起来就颇感棘手的难题。现在的药品广告不诉求疗效,消费者难以理解,引不起对号入座的购买欲望。而诉求疗效又相悖于《广告法》,让消费者对于夸大了的药品广告不屑一顾,甚至反感。所以说如何使药品广告既能准确诉求卖点,又能提高广告的覆盖功能,引起广大消费者的共鸣是广告主和广告商共同面临的问题。笔者结合几年药品广告的电视非黄金时段的运作经验,谈几点粗浅的看法。一、区域药品市场广告现状翻开报纸,整版整版的药品、保健品、医疗广告比比皆是,甚至一个品种在同一张报纸做两版、三版广告的也不鲜见。电视广告也是如此,打开电视,更换频道,充斥电视荧屏的大都是药品广告。电视的非黄金时段基本上被“专 Drug advertising is a very difficult industry to mention the problem. Drug ads now do not demand curative effect, consumers difficult to understand, can not afford to buy into the sequel desire. The appeal and contrary to the “Advertising Act”, so that consumers are exaggerated dismissed the drug advertisements, and even disgusted. So how to make drug ads can not only accurately appeal to selling points, but also to improve the coverage of advertising, arouse the resonance of consumers is advertisers and advertisers are faced with the problem. The author combines a few years of drug advertising non-golden hours of operating experience, talk a few superficial views. First, the status quo of the regional drug market Advertising Open newspapers, full-page full-page drugs, health products, medical advertisements abound, and even a variety in the same newspaper to do two or three ads are not uncommon. The same is true of TV commercials, turning on the TV, changing channels, and most of the television screens are drug advertisements. The prime time for television is basically "dedicated