基于信息传播视角的公立医院广告策略

广告既有经济的本质功能,也具有信息传播的基本功能.从信息传播的视角对公立医院的广告宣传进行探讨,提出公立医院广告应以品牌形象的建立为目的,明确广告定位,设计新颖独特的广告内容和表现形式.通过媒介传递生动形象的医院服务和健康服务广告信息,为公众就医提供必要的信息指导,并在公众心中塑造良好的品牌形象.

Advertising Strategy from Information Communication Perspective in Public Hospital

Advertising has the basic function of information communication. From the perspective of information communication, we have explored the advertising strategy of public hospital. Public hospital advertising should base on the purpose of brand image, clear the position of the advertising, design unique contents and styles, and build the brand image by transmiting information of hospital services and health services, to provide guidance for the public to seek for medical service.