Asian Journal Of Social Pharmacy

Abstract: Objective To provide references for OTC enterprises to select appropriate advertisement media by analyzing the characteristic differences between new media and traditional media. Methods Literature review, expert interviews and comparative methods were used to study the advertisement features and profit points that new media and traditional media will bring to OTC enterprises respectively. Results and Conclusion OTC advertisement features of traditional media and new media were, firstly, compared. Secondly, quantitative analysis from 7 aspects such as economy, timeliness, coverage, target, interaction, audience recognition and the richness of content were analyzed from 10 kinds of media forms. Lastly, the effect of advertisements and the profit points of OTC enterprises were investigated. Different media advertisement can bring different profit points for OTC enterprises. Therefore, when choosing advertisements, OTC enterprises should select the appropriate media based on OTC advertisement target to distribute the costs. In addition, traditional media and new media should be integrated to bring the enterprise benefits.

Key words: OTC advertisement, new media, traditional media, profit point