The ads/promotions I have chosen to discuss are 2nd generation over the counter non-sedating antihistamines for the relief of seasonal or perennial allergic rhinitis. Allergic rhinitis is broken down into two types, seasonal or perennial. Seasonal allergic rhinitis occur in spring, summer and/or early fall due to increased levels of pollen from trees, grasses, or weeds, and or growth of mold spores. Perennial allergic rhinitis causes year-round symptoms with the culprit generally being sensitivity to dust mites in the home, animal dander from household pets, and cockroaches and/or mold spores found within the home or office. According to the American College of Allergy, Asthma, and Immunology (ACAAI), Allergic Rhinitis affects up to 50 million Americans each year in the United States, which corresponds to almost 30% of the adult population and 40% of children (ACAAI, 2014). Another study published in 2013 in the scientific journal of the American College of Allergy, Asthma and Immunology found that 75 percent of asthmatic between the ages of 20- to 40-years-old, and 65 percent of asthmatic adults aged 55 years and older, have at least one allergy as well (ACAAI, 2013). This represents a tremendous target population consisting of a large portion of the U.S population having a need for an antihistamine at some point for themselves, or their child. 1st generation antihistamines include drugs like Benadryl (diphenhydramine), Chlor-trimeton (chlorpheniramine), and Tavist (clemastine). Many of these are readily available over the counter and are fairly inexpensive. Major marketing campaigns have been launched for the second-generation antihistamines like Claritin (loratidine), Zyrtec (cetirizine), and Allegra (fexofenadine) because they...
... middle of paper ...
... on You Tube, will others follow?, Retrieved on March 30th, from website: http://www.pharmaspective.com/2011/11/zyrtec-went-viral-on-youtube-will-others-follow.html
World Allergy Organization (WAO). White book on allergy. Milwaukee (WI): World Allergy Organization; 2011;Available at: http://www.worldallergy.org/UserFiles/file/WAO-White-Book-on-Allergy_web.pdf
Yankelovich, Daniel and Meer, David (2006), “Rediscovering Market Segmentation, Harvard Business Review Online
Zyrtec website (2014) Retrieved on March 25th from website: http://www.zyrtec.com/
Zyrtec Facebook Page (2014) Retrieved on March 25th from website: https://www.facebook.com/#!/ZYRTEC
Zyrtec You Tube Ad (2009) Retrieved on March 25th from website: http://www.youtube.com/watch?v=trzJ3Y-i5-Q
Zyrtec You Tube Ad (2011) Retrieved on March 25th from website: http://www.youtube.com/watch?v=kq3W6TvCB74
The advertising budget was increased 0.5 million to convince them Allround is the best. “Chest congestion” was removed as it was perceived by customers as ineffective. We added “minimize side effects” to target families. We increased benefits and reminder to emphasize the changes to benefits, and remind customers of our brand. We chose Dryup as the comparison because it has the best brand perception for effectiveness. We increased the Point of Purchase to attract customers, so we decreased Newspaper Coupons. We created a logo and advertisement for Allround, and chose Facebook and Twitter for the Special section.
In America today, many people are in need of medical help. In fact,the Federal Trade Commission estimates that 75% of the population complain of physical problems (Federal Trade Commission 9). They complain, for example, of fatigue, colds, headaches, and countless other "ailments." When these symptoms strike, 65% purchase over-the counter, or OTC, drugs. In order to take advantage of this demand, five billion dollars is spent by the pharmaceutical industry on marketing each year . This marketing, usually in the form of advert...
DTC advertisements aim to persuade that their possibly less effective drugs work better than other drugs rather than to inform consumers of correct information about drugs. The reason that pharmaceutical companies abuse the power of DTC advertising is because the pharmaceutical industry does not have a strong ethical code for advertising; their sales are so obsessed with profits. To solve this problem, policy makers should prohibit indiscreet DTC advertisements on air and fund more informative services about new drugs so that patients could make clever
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
Direct-to-consumer prescription drug ads are dangerous and can have serious effects on the health of the general public. In the article “Pros & Cons Arguments: ‘Should prescription drugs be advertised directly to consumers?’”, the pros and cons of the advertising of prescription drugs are compared. The negative aspects of these ads outweigh that of the positives. DTC prescription drug ads misinform patients, promote over-usage, and pressure medical providers. The counter side argues that these ads inform patients, create a positive impact on patient compliance with medication, and cause patients to confront their doctors.
Following my first sip of milk at the age of one, with the resulting hives and coughing that ensued, I involuntarily joined the community of fifteen million Americans afflicted by food allergies. Living everyday with additional allergies to peanuts, tree nuts, and shellfish has, out of necessity, sharpened my compulsiveness with ingredients and food preparation, but furthermore has spurred me to intervene on behalf of fellow members in this emerging epidemic. The Food Allergy Research and Education (FARE) national organization has been a source of education and support in my own life, and subsequently has aided my efforts to raise awareness among peers, and to nurture my advocacy involvement. Selected as a member of FARE’s Teen Advisory
since the FDA allowed companies to advertise directly to consumers we saw an increase in
Stoppler, Melissa C., and William C. Shiel. "Food Allergy." Medicinenet.com. N.p., n.d. Web. 17 Mar. 2014.
As each product has its own unique segment, target market, and symptoms relief, those differences are going to be essential to promote each product value to prevent cannibalization. Thus the best advertising agency was selected to provide us the best response.
The Paco Rabanne Invictus fragrance for men advert, published in 2013, seems to portray how a modern male should appear: strong, muscular, and heavily tattooed while women are perceived as relationship-oriented, and eye-candies: a lightweight drapery hides their private parts whilst revealing their forms. Thus, it reinforces gender stereotypes. As Buying Into Sexy points out sex sells, and people tend to be heavily exposed to adds as well as “music videos that feature plenty of sexual innuendo”. That is why humongous corporations “(create) a certain environment of images that we grow up in and that we become used to (in order to) shape what we know and what we understand about the world”, states Justin Lewis in Mickey Mouse Monopoly. So, how is the ideology of masculinity represented throughout this ad? The warrior-esque man is physically desirable, and irresistible to women. Even though the audiences are aware of the existed hyperbole, they might focus on the experienced feelings of smelling good.
According to the Food and Drug Administration (FDA), 158 billion dollars was saved by Americans in 2010 simply by purchasing FDA-approved generic drugs instead of brand-name drugs. At that time, generic drugs cost on average 80-85% less than the brand-name medication with eight out ten prescriptions being filled with generic drugs. The reason generic drugs are less expensive than their brand-name counterpart is because the FDA does not require the manufacturers to repeat clinical trials for safety and efficacy and these drugs are typically not advertised, marketed, or promoted (Food and Drug Administration, 2013).
arm up in the air meaning the dog has to walk upon its hind legs).
Human race is known to have developed numerous allergies to various known and unknown allergens. An extreme allergic reaction which can be “life-threatening”. (Mydr.com.au, 2014) is referred to as Anaphylaxis.It is a “medical emergency”(Lloyd & Sisman,2013).Statistics indicate that maximum deaths occur due to allergic reactions of various medicines. The other causative agents can be insects, food, latex, hair dye, etc(Lloyd & Sisman,2013). The most common trigger to stimulate anaphylaxis among children are food products such as peanuts, dairy, seafood etc. Exposure to any of these allergens can result in severe anaphylactic attack within 20 minutes.(Australian Resuscitation council, 2012).However the doctors discuss the history of symptoms occurring in children suffering with peanut allergy before declaring them to be anaphylactic and prescribing medication. (Unknown, 2014). Symptoms of anaphylaxis may occur in varied forms depending upon the severty of the reaction. For instance in mild cases swelling of lips, eyes or face occurs along with hives, rash, tingling of mouth and vomitting accompanied with abdominal pain. Nevertheless in extreme conditions the former symptoms may be accompanied with noisy breathing, wheezing, hoarseness and unconsciousness. (Lloyd & Sisman,2013).
Mold allergy. In (2013). San Diego, CA: American Academy of Allergy, Asthma & Immunology. Retrieved from http://www.aaaai.org/conditions-and-treatments/allergies/mold-allergy.aspx
Allergies are especially unique in the medical field because they differ among patients. An allergy is a specific immunologic reaction to a normally harmless substance, one that does not bother most people. People with allergies are often sensitive to many substances. Common allergens that cause allergic reactions include seasonal, outdoor allergens like tree, grass, and weed pollen, and year-round indoor allergens including dust particles, animal dander, and indoor mold. Most people usually can be cured by various treatments.