医药卫生期刊广告发布的质量控制

Quality control of advertisements in medical journals

医药卫生期刊广告是广告主以医学专业期刊为媒介传播医学广告信息的重要途径。广告发布的质量关系到患者健康和生命安全,其广告发布质量控制的措施为:注重客观真实,维护良好信誉;强化法律意识,加强广告管理;实施严格的审核制度,严格履行广告审核程序;选择有实力和形象好的广告客户,发布合适的产品广告信息;提高广告设计水平,丰富广告信息量内涵和艺术效果。

Medical journals are the important media to publish the medical advertisements.The advertisement quality is related to the patients＇ health and safety of life,therefore the quality control is quite important.The specific measures are： describing or portraying realistically;maintenance the good reputation;enhancing the legal awareness;improving the management of advertisements;carrying out the strict auditing and procedure;choosing the powerful clients;publishing the proper products＇ information;strengthening advertising design;holding more information and artistic effects.