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Advice You - Advertising 101 - How to Create Better Ads
INTRODUCTION
"Advertising is a science, not an art"
Definition: The word advertising is from the root Latin advert: ad (to) vertere (turn), which means to call attention to. To advertise means: “to describe or praise publicly, usually to promote for sale.”
Advertising is a special form of communication intended to persuade con
"Advertising is a science, not an art"
Definition: The word advertising is from the root Latin advert: ad (to) vertere (turn), which means to call attention to. To advertise means: “to describe or praise publicly, usually to promote for sale.”
Advertising is a special form of communication intended to persuade con
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
sumers to respond in a positive way toward a product, service or idea. In Washington, DC, the home of many non-profit advocacy organizations it means to persuade or to change minds.
In other words the goal of advertising is to influence people:
-to buy something,
-to think well of something,
-to ask they take a parti
In other words the goal of advertising is to influence people:
-to buy something,
-to think well of something,
-to ask they take a parti
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ular action.
Contrary to popular opinion, advertising is a testable, provable, science, not an art. Effective advertising relies on a few simple strategic formulas. Done well however advertising can be done artfully. And should be.
It pays to advertise.
The basic purpose of advertising is to inform. Often, simply giving basic inf
Contrary to popular opinion, advertising is a testable, provable, science, not an art. Effective advertising relies on a few simple strategic formulas. Done well however advertising can be done artfully. And should be.
It pays to advertise.
The basic purpose of advertising is to inform. Often, simply giving basic inf
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ormation about a product or service is sufficient. i.e., classified ads are simple information ads.
“Top of Mind awareness.”
Memory is the cornerstone of creative strategies in advertising. The basic assumption of this strategy is that the media environment is cluttered and memory is limited. Since memory is limited, it is importa
“Top of Mind awareness.”
Memory is the cornerstone of creative strategies in advertising. The basic assumption of this strategy is that the media environment is cluttered and memory is limited. Since memory is limited, it is importa
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
t that our advertising give customers something worth remembering, otherwise they will simply forget you.
Frequency and repetition is crucial. Frequency and repetition is crucial. How many times do you have to tell a dog to sit in order for her to learn how?
Advertising exists along a continuum. Short-term traffic builders vs. lon
Frequency and repetition is crucial. Frequency and repetition is crucial. How many times do you have to tell a dog to sit in order for her to learn how?
Advertising exists along a continuum. Short-term traffic builders vs. lon
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
-term awareness builders.
1. Pricepoint ads are only sale advertising: Jerks.
2. Awareness and Image: Pulls.
How does Advertising really work? It creates:
1. AWARENESS, which creates:
2. INTEREST, which creates:
3. MOTIVATION, which creates:
4. DEMAND, which creates:
5. ACTION!
THE IMPORTANCE OF STRATEGY
I. Advertising is
1. Pricepoint ads are only sale advertising: Jerks.
2. Awareness and Image: Pulls.
How does Advertising really work? It creates:
1. AWARENESS, which creates:
2. INTEREST, which creates:
3. MOTIVATION, which creates:
4. DEMAND, which creates:
5. ACTION!
THE IMPORTANCE OF STRATEGY
I. Advertising is
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
part of a larger plan
The most successful companies have an advertising or marketing plan as part of their larger business plan. Advertising is only one method of communication in this plan. It must be linked to other communication strategies to be truly effective
II. Starting to advertise
A. Position your product. This means to
The most successful companies have an advertising or marketing plan as part of their larger business plan. Advertising is only one method of communication in this plan. It must be linked to other communication strategies to be truly effective
II. Starting to advertise
A. Position your product. This means to
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
nderstand how your product looks and feels compared to other similar products in the marketplace. Jeep is positioned as an upscale outdoorsy anyplace-anytime vehicle, compared to Volvo, which is positioned as a sensible, safe, financially secure “investment in security”. Position means to be placed in a certain way in the consumers
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mind. Having a unique sales position means you can create a unique sales message:
1. Against other similar products (market segment)
2. In new areas (market penetration)
B. Create a strategy
1. Marketing Strategy is the master plan
a. in which you determine actual product, price,†distribution, promotional effort
b. From Marke
1. Against other similar products (market segment)
2. In new areas (market penetration)
B. Create a strategy
1. Marketing Strategy is the master plan
a. in which you determine actual product, price,†distribution, promotional effort
b. From Marke
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
ing Strategy grows creative strategy
2. Creative Strategy is what you say and how you say it. You can't have a good ad without the following:
Major Checkpoints of Creative Strategy
1. Objective: What the advertising should do
2. Research: Is there any and what does it tell us about perceptions, both positive and negative.
Quali
2. Creative Strategy is what you say and how you say it. You can't have a good ad without the following:
Major Checkpoints of Creative Strategy
1. Objective: What the advertising should do
2. Research: Is there any and what does it tell us about perceptions, both positive and negative.
Quali
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ative vs. Quantitative.
3. Target Audience: Who is your consumer exactly. It's ok to have more than one target.
4. Key Consumer Benefit: Why should they buy your product?
5. Support/lnformation: A reason to believe that benefit
6. Tone and Manner: A statement of the product "personality" or the personality of the "statement"
II
3. Target Audience: Who is your consumer exactly. It's ok to have more than one target.
4. Key Consumer Benefit: Why should they buy your product?
5. Support/lnformation: A reason to believe that benefit
6. Tone and Manner: A statement of the product "personality" or the personality of the "statement"
II
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
I. What works best
A. The three parts of any Ad
1. Benefit Statement: Headline
a. Get your basic message here and see it from the consumers side
b. Keep it simple
c. Inject news
d. Don't be afraid of Long Headlines (Research shows more sales)
2. Illustrations vs photos
a. Photos generally better
b. Inject story appeal
c. K
A. The three parts of any Ad
1. Benefit Statement: Headline
a. Get your basic message here and see it from the consumers side
b. Keep it simple
c. Inject news
d. Don't be afraid of Long Headlines (Research shows more sales)
2. Illustrations vs photos
a. Photos generally better
b. Inject story appeal
c. K
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ep it simple
3. Information/support
a. Support claim or promise
b. Don't be afraid of long copy. Resistance does not increase after 100 words.
c. Testimonials help, although cliched
4. Call to action--What do you want the consumer to do?
a. Coupons
b. Telephone
c. Visit
5. Forget everything but Rule 1. Benefit, benefit, ben
3. Information/support
a. Support claim or promise
b. Don't be afraid of long copy. Resistance does not increase after 100 words.
c. Testimonials help, although cliched
4. Call to action--What do you want the consumer to do?
a. Coupons
b. Telephone
c. Visit
5. Forget everything but Rule 1. Benefit, benefit, ben
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
efit
IV. Media Strategy --Winning a place in the consumers mind
A. Campaigns--A series of ads with a single goal similar in style and execution, slightly different in message.
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
IV. Media Strategy --Winning a place in the consumers mind
A. Campaigns--A series of ads with a single goal similar in style and execution, slightly different in message.
B. The importance of frequency
1. Awareness building
2. Opportunity improvement capture
C. Placement
1. Research Media Kits (refer to marketing plan)
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
2. Flight strategies save money
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do q
V. Media
Television
Advantages: Excellent medium for emotional impact and singular message. Fantastic reach.
Disadvantages: If bought with enough Total Rating Point's, it is far too costly. It is hard to target and there would be lots of waste over the entire SMSA. Production costs to do q
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ality advertising are expensive
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through
Cable television
Advantages: Can select geographic areas specifically, television allows for high emotional impact. Cable is affordable.
Disadvantages: Networks skew too heavily toward particular targets
Radio
Advantages: Can be fairly targeted, allows for impact and emotional appeal through
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
broadcast, cost effective.
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information, can target psychographically.
Disadvantages: Very few magazines isolate specific areas, so there's plenty of wasted circulat
Disadvantage: Fair percentage of wasted geographical listenership over SMSA.
Magazines
Advantages: Prestigious environments, color, room for more detailed information, can target psychographically.
Disadvantages: Very few magazines isolate specific areas, so there's plenty of wasted circulat
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
on. Lack of reach with specialty publications. Require many different placements.
Newspaper.
Advantages: Can target specific areas with regional placements, large space units are emotionally impressive, newspaper has an urgent, timely feel, and there's room for longer copy or more photography.
Disadvantages: Normally a retail
Newspaper.
Advantages: Can target specific areas with regional placements, large space units are emotionally impressive, newspaper has an urgent, timely feel, and there's room for longer copy or more photography.
Disadvantages: Normally a retail
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
medium, not usually good for impact or awareness. Limited reach. Poor reproduction
Direct mail
Advantages: Highly targeted, good for long, informative messages.
Disadvantages: Not a prestigious or "important" medium, relatively expensive to produce in 4-color, big impact or large numbers. This medium works best when linked
Direct mail
Advantages: Highly targeted, good for long, informative messages.
Disadvantages: Not a prestigious or "important" medium, relatively expensive to produce in 4-color, big impact or large numbers. This medium works best when linked
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
o response offers. It is private and quiet in nature.
Outdoor and transit advertising
Advantages: Easy to target, great for short "reminder" messages.
Disadvantages: Public transportation users become primary target, uses up too much budget if done right, can't stand alone as primary medium, "good" locations are very limited
Outdoor and transit advertising
Advantages: Easy to target, great for short "reminder" messages.
Disadvantages: Public transportation users become primary target, uses up too much budget if done right, can't stand alone as primary medium, "good" locations are very limited
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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