浅谈比较广告在医药行业的使用策略

Strategy of Comparative Advertisement Use in Medical Profession

目 的:探讨比较广告在医药行业的使用策略。方法:分析比较广告的优点和不足,结合实例提出比较广告在医药行业的 使用策略。结果与结论:只有结合实际,合理选择策略且独辟蹊径、力图创新,才能真正发挥比较广告应有的作用。

OBJECTIVE： To discuss the strategy of comparative advertisement use in medical profession. METHODS： The excellence and the shortcoming of comparative advertisement were analyzed in case study, and the strategy of comparative advertisement use in medical profession was put forward. RESULTS＆CONCLUSIONS： The use of comparative advertisement in a practical, rational and innovative way helps advertisement to play its potentials.