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2000年底,药品市场的 PPA 事件,确实让感冒药市场“热闹”一阵,“不含 PPA”成为当时爆光率最高的广告语。作为国内领先的广告媒介研究公司,央视调查咨询中心(Central ViewerSurvey & Consulting Center)希望从广告投放的角度,对2000年的感冒药电视广告市场作全面的回顾,让行业人士准确把握行业发展趋势提供有益的帮助。根据全国370多个主要电视台近两年的广告监测数据显示,98、99年,行业竞争表现为相对缓和,98年、99年的电视广告投放量仅2.26亿元和3.27亿元。但到2000年,由于新医疗改革政策的出台,使感冒药市场竞争顿时激烈起来,行业电视广告投放急剧放大到7.6亿元多、比1999年上升了1倍多,广告成为各品牌为市场销售开路的首选武器。
By the end of 2000, the PPA incident in the drug market did indeed make the cold medicine market “lively” for a while, and “PPA-free” became the highest-rated advertising language at that time. As a leading advertising media research company, CCTV Survey & Consulting Center hopes to make a comprehensive review of the marketing of the cold medicine TV ads in 2000 from the point of view of advertising so that industry professionals can accurately grasp the industry trends Helpful help. According to the monitoring data of advertisements of more than 370 major TV stations in the country in the past two years, the competition in the industry showed relatively ease in 1998 and 1998, with TV commercials hit only 226 million yuan and 327 million yuan in 1998 and 1999 respectively. But by 2000, due to the introduction of the new medical reform policy, the market competition for cold medicine suddenly heated up. The industry’s television advertising was drastically enlarged to more than 760 million yuan, more than double the amount in 1999. Advertising has become the market for various brands Open the preferred weapon.