Advertising as Technology

1
Advertising as Technology
And the marketing of psychiatric drugs
2
Ranks 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 opponents
  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 opponents bad points.

UA
9
(No Transcript)
10
Three Techniques to Downplay

• Omission
• Diversion
• Confusion

11
Omission

• This is when you do not mention your opponents
  good points or fail to mention your own
  weaknesses.

12
Diversion

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

13
Confusion

• To confuse your audience by using technical
  language to downplay your weaknesses or a
  competitors strengths.

14
Marketing Psychiatry

• Ads
• Marketing budgets
• Cost of drugs
• The marketing of Paxil

15
From the American Journal of Psychiatry

• Ads directed at psychiatrists. Look for
• Repetition
• Association
• Composition
• Omisson
• Diversion
• Confusion

16
Financial statements for
Eli Lilly

GlaxoSmithKline
17
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)

18
GlaxoSmithKline

• RD 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)

19
Eli Lilly makes
Cialis
20
20 mg X (4 pills) 49.05
21
Zyprexa
22
5 mg X (100 pills) 370
7.5 mg X (100) 525
10 mg X (100) 729
23
And of course ...
Prozac
24
100 Pills
198.88
25
GlaxoSmithKline makes
Paxil
26
100 Pills
193
27
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
28
www.paxil.com