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Advertising as Technology

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.

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Advertising as Technology

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  1. Advertising as Technology And the marketing of psychiatric drugs

  2. Rank’s Model of Persuasion • Intensify/Downplay Schema • Emphasise: to something MORE obvious • Downplay: To make something LESS obvious

  3. 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.

  4. Three techniques of Emphasis • Repetition • Association • Composition

  5. Repetition • The repeated use of certain words (“Just do it”). • Ad campaigns such as the Fido ads.

  6. 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.

  7. Association: Joe Camel to Joe Chemo

  8. Composition • Changing the way the message looks to emphasize your good points or your opponent’s bad points. U$A

  9. Three Techniques to Downplay • Omission • Diversion • Confusion

  10. Omission • This is when you do not mention your opponent’s good points or fail to mention your own weaknesses.

  11. Diversion • To distract attention from your negative points, or your opponents good points. • Ad Hominem arguments (against the man) • Humor

  12. Confusion • To confuse your audience by using technical language to downplay your weaknesses or a competitor’s strengths.

  13. Marketing & Psychiatry • Ads • Marketing budgets • Cost of drugs • The marketing of Paxil

  14. From the American Journal of Psychiatry • Ads directed at psychiatrists. Look for: • Repetition • Association • Composition • Omisson • Diversion • Confusion

  15. Financial statements for: Eli Lilly & GlaxoSmithKline

  16. 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)

  17. 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)

  18. Eli Lilly makes Cialis

  19. 20 mg X (4 pills) = $49.05

  20. Zyprexa

  21. 5 mg X (100 pills) = $370 7.5 mg X (100) = $525 10 mg X (100) = $729

  22. And of course ... Prozac

  23. 100 Pills $198.88

  24. GlaxoSmithKline makes: Paxil

  25. 100 Pills $193

  26. 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

  27. www.paxil.com

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