Investigation On Present Situation Of TV Drug Advertisement And Countermeasure Research Of Standard Management

Objective Base on research the present situation of the regulatory and standardized management of domestic and international drug advertisement, through comparative analysis of domestic and international pharmaceutical management situation, combined with the present situation and existing problems of television drug advertisement, aiming to make suggestions for improvement and regulation of government policy, to purify our television drug advertisement environment.Methods This study uses a combination of qualitative and quantitative methods, including①Titerature review:To collect and search literature and books of drug advertisement, media, drug advertisement regulation and foreign drug advertisement, etc.②Survey of present situation:Select CCTV-1, Beijing TV, Tianjin TV, Dragon TV, Chongqing TV, Tianjin public television channel six channels. Take notes drug advertisement airtime, drug name, brand (manufacturer) of drug, forms of advertisement, efficacy of drug, classic advertising slogan from7:00am to12:00pm in twelve days, and then collect and analysis data.③Sampling survey:Select259people who come from urban areas and the four districts around the city of Tianjin to attend questionnaire survey. These people have different occupations, different education, different ages. Meanwhile, the collected information were described and analyzed.④PEST analysis. To in-depth analysis of the present situation and development of TV advertisement in our country from political, economic, social, technical four aspects.Results(1) In the selection of investigation, a total of12240minutes, record AD5764times, involving64kinds of drugs and health foods. TV drug advertisement is variety of types. Star or celebrity endorsement drug advertisement and children’s drug advertisement accounted for44.4%and26.6%, respectively, of the total number of drug advertisement play. False drug advertisements and illegal drugs advertisements are frequent. Recorded False drug advertisements and illegal drugs advertisements504times, accounted for8.7%of total drugs advertisements. There are376times play on satellite TV channel including accounted for7.2%of total drugs advertisements play on satellite TV channel. There are128times play on Tianjin public channels accounted for76.2%of ttotal drugs advertisements play on Tianjin public television channels.(2) Through questionnaire investigation,91.1%of respondents have the habit of watching television.71%of respondents consider that the most impressive way to get drug advertisement is TV. TV media is one of the most extensive coverage media. It also is one of the most important way that people get drug advertisement.In all respondents, the TV drug advertisement recognition rate reached9.4%.76.1%of respondents can perceive drugs advertising information passed from TV.27.8%of respondents think that the number of drug advertising on television is moderate.On the basis of people buy drugs at the time of the study showed that:57.1%of drug choice is to follow the guidance of a doctor, according to the purchase of drugs by drug advertisement accounted for30.9%, it can be seen affect of drugs advertisement for people buy drugs can not be overlooked; Respondents who come from different regions and have different levels of education for the purchase of drugs based on the presence of statistically significant differences (P<0.05).In all survey respondents, the rate of who consider themselves is knowledgeable drugs accounted for30.1%, but the rate of who consider themselves are lack of knowledge of drugs accounted for17.8%. Respondents who come from different regions have knowledge of drug statistically significant is difference (P <0.05). In all survey respondents, only39.4%respondents will take significant complaints to protect their legitimate rights and interests, the performance of respondents to protect their rights and legal is difference between different areas of the survey respondents (P<0.05).Conclusion TV is the most extensive coverage among media, it is the main channel for people to get drugs advertisement. TV drugs advertisement for people to buy drugs have great influence, so to regulate TV drug advertising is significant.According to the survey questionnaire and the impact of TV drug advertisement analysis and comparative study of drug advertising management situation of domestic and international, there are many questions about TV drug advertisement surviving which need efforts of government and relevant departments in the policies and regulations, regulatory aspects. While drug manufacturer, drug advertising operators and TV media also have the responsibility from themselves to purify TV drug advertising market.Due to the impact which comes from the market economy and the demand of development of drugs circulation and TV media, the action of to take some improper profits will be inevitably. The chaos of drugs advertisement on TV is one of the specific performance. To standard drug advertisement on TV is a long-term hard work. On the one hand, leading of government cannot be leaved, to improve the existing regulatory system, the establishment of a unified regulatory review of the punishment system, improve relevant laws, smooth channels for complaints and do promotional work; On the other hand can not be separated with the advertising body. Only by joint efforts of government and society, it can really be achieved normalization of drug advertisement market.