advertising as technology and the marketing of psychiatric drugs
TRANSCRIPT
Advertising as Technology
And the marketing of psychiatric drugs
Rank’s Model of Persuasion
• Intensify/Downplay Schema• Emphasise: to something MORE obvious
• Downplay: To make something LESS obvious
Persuaders can choose to:
• Emphasise their own good points.
• Emphasise the weak points of their competition or opponents.
• Downplay their own bad points.
• Downplay the good points of their opponents or competition.
Three techniques of Emphasis
• Repetition
• Association
• Composition
Repetition
• The repeated use of certain words (“Just do it”).
• Ad campaigns such as the Fido ads.
Association
• To link your product or ideas with something the audience already likes.
• To link the product or ideas of your opponent’s with something the audience already dislikes.
Association: Joe Camel to Joe Chemo
Composition
• Changing the way the message looks to emphasize your good points or your opponent’s bad points.
U$A
Three Techniques to Downplay
• Omission
• Diversion
• Confusion
Omission
• This is when you do not mention your opponent’s good points or fail to mention your own weaknesses.
Diversion
• To distract attention from your negative points, or your opponents good points.
• Ad Hominem arguments (against the man)
• Humor
Confusion
• To confuse your audience by using technical language to downplay your weaknesses or a competitor’s strengths.
Marketing & Psychiatry
• Ads
• Marketing budgets
• Cost of drugs
• The marketing of Paxil
From the American Journal of Psychiatry
• Ads directed at psychiatrists. Look for:
• Repetition
• Association
• Composition
• Omisson
• Diversion
• Confusion
Financial statements for:
Eli LillyEli Lilly
GlaxoSmithKlineGlaxoSmithKline
&
Eli Lilly
• R & D is 19 % of annual sales
• Marketing is 31 % of annual sales
• The marketing budget is nearly twice as much as R & D. (4,284 to 2,691)
GlaxoSmithKline
• R&D is 13 % of sales
• Marketing is 35 % of sales
• The marketing budget is 2.5 times bigger than R & D. (£7,061 to £2,839)
Eli Lilly makes
Cialis
20 mg X (4 pills) = $49.05
Zyprexa
7.5 mg X (100) = $525
10 mg X (100) = $729
5 mg X (100 pills) = $370
Prozac
And of course ...
100 Pills
$198.88
GlaxoSmithKline makes:
Paxil
100 Pills
$193
Paxil: “Your Life is Waiting.”
“Every marketer's dream is to find an unidentified or unknown market and develop it. That's what we were able to do with social anxiety disorder”
--Marketer, Barry Brand
