Otc Drug Ad Targeting

Since the implementation of categorization management of medicine in China, the medicine consume structure in our country has changed. The medicine market is divided into prescriptive drugs market and non-prescriptive drugs market. Compared with prescriptive drugs, OTC drugs have obvious functions of the common commodities, and it needs to be popularized by marketing strategies. The present market is competitive, more and more pharmaceutical enterprises are involved in tailor market, wishing to create their own brands of non-prescriptive drugs by advertising and sales promotion.This thesis explicates the features, current situation, and developmental tendency of OTC market, researches the theoretical foundation of OTC market's advertising direction, analyses the competitive situation of the market, and obtains the consumer-oriented principles of OTC market. After the sub-division of OTC market, choosing the target market and direction analysis, I propose the principles and strategies of OTC market' direction, and research the orientation and transmission of brand, and I propose the perspective of moderate modification of OTC market' advertisement based on the theory of advertisement- reorientation.