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Digg It - Forget Enron - The Biggest Scam Is Still To Be Exposed
As you may already have ascertained, it is our view that current, conventional advertising has been beset with problems from the very beginnings. Probably the principal problem advertising has is …accountability. Or rather the lack of it!
As we have said before, the real di
As we have said before, the real di
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
fferences that exist between competing products is frequently perceived as no longer significant.
The result is that it is not self evident just what an advertiser has to sell that is so different and worthy of consideration.
Therefore, if no significant point of difference
The result is that it is not self evident just what an advertiser has to sell that is so different and worthy of consideration.
Therefore, if no significant point of difference
; 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
is apparent, why is that product more deserving of the customer’s money than any other?
It was partially because of this that we have seen a dramatic rise in the acceptance of own-label products and now services, in this country as elsewhere.
Tesco, Sainsbury, Asda and so
It was partially because of this that we have seen a dramatic rise in the acceptance of own-label products and now services, in this country as elsewhere.
Tesco, Sainsbury, Asda and so
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
on, all developed their own-label offerings and the manufacturers, along with their agencies observing on the sidelines, sat back and let them do it.
In some cases they were complicit in doing so.
Now own-label has become so acceptable to consumers that they not only cover
In some cases they were complicit in doing so.
Now own-label has become so acceptable to consumers that they not only cover
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
grocery products and with a differentiation between value and premium, the brand extensions encompass, motor insurance, home insurance, life cover and a multitude of offers that did not exist only a few years ago.
And it is unlikely to stop there. Sainsbury’s have at the tim
And it is unlikely to stop there. Sainsbury’s have at the tim
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e of writing, announced plans to enter the scratchcard market as a rival to Camelot, despite being an outlet for the purchase of the latter’s own scratchcards.
It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded pro
It is also interesting to note that we are now subjected to messages that not only extol the virtues of branded pro
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
ducts, they even go so far as to make a point that certain companies do not make own-label, to justify their premium pricing.
You have to take your hat off to the ad man who came up with that little gem of building a campaign out of that one.
Sadly, for the client, the hors
You have to take your hat off to the ad man who came up with that little gem of building a campaign out of that one.
Sadly, for the client, the hors
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
had already bolted. But the ad men, as usual, were pocketing their fees and laughing all the way to the bank!
It is no surprise then that with more and more competition, now including own label, there has been a significant increase in the number of advertisements, vying fo
It is no surprise then that with more and more competition, now including own label, there has been a significant increase in the number of advertisements, vying fo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
r customers’ attention. So, more competition in the marketplace and more competition to attract the viewer/reader to engage with the message, so what’s the solution?
“We don’t show many Clients this…” is a statement we have actually heard in the agency environment, (& didn’t
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
we all think that agencies were a service industry there to tell their Clients everything in their best interests!).
Here is an example of what they are not telling. It is from America but we see no reason why it should be any different in any marketplace. The research ques
Here is an example of what they are not telling. It is from America but we see no reason why it should be any different in any marketplace. The research ques
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tioned whether the expensively produced advertisements shown on TV were actually getting anywhere.
The figures began with the average numbers of hours Americans watch TV each week – forty-seven.
This consisted then, of forty-three and a half-hours of network, local independ
The figures began with the average numbers of hours Americans watch TV each week – forty-seven.
This consisted then, of forty-three and a half-hours of network, local independ
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
ent or cable TV, two and three-quarters hours of playback of recorded video, and fifty minutes of pre-recorded rented or bought video.
Those figures applied to the average home in the average week.
Out of that time, TV provided seven and a half hours of commercials however
Those figures applied to the average home in the average week.
Out of that time, TV provided seven and a half hours of commercials however
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
because of zapping – or people talking or going to the bathroom. Together with all the other things that people choose to do when the commercials come on, the seven and a half hours falls to one hour twenty-seven minutes of commercials actually seen.
Translated that means th
Translated that means th
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
at each individual sees about 120 television advertisements a week. The Networks average about 4,000 commercials a week.
So let’s emphasise because these are true figures that demonstrate why the advertising industry waste is bigger than Enron, only 120 advertisements are s
So let’s emphasise because these are true figures that demonstrate why the advertising industry waste is bigger than Enron, only 120 advertisements are s
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
en each week by the average viewer!
Is this an isolated piece of research? If only.
The Royal Mail in the UK commissioned research that produced a similar picture. It showed that more that a quarter of the people who had watched an edition of News at Ten had seen none o
Is this an isolated piece of research? If only.
The Royal Mail in the UK commissioned research that produced a similar picture. It showed that more that a quarter of the people who had watched an edition of News at Ten had seen none o
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
f the commercials. Great news? Not so. Of the remaining 75%, 26% simply hadn’t paid attention, 21% had made a drink, 20% left the room, 11% were preoccupied with other things, 8% switched channel, 6% went to the bathroom and 5% talked to someone!
It is clear from the likes o
It is clear from the likes o
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
f the above that TV advertising is not seen by many of the audience out there.
However the advertising industry tries to get around this by quoting reach and frequency.
OK not everyone views at the same time but run enough ads and this will counter this. Does this really ho
However the advertising industry tries to get around this by quoting reach and frequency.
OK not everyone views at the same time but run enough ads and this will counter this. Does this really ho
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ld true?
As we have already talked about the majority of the ads that are ‘seen’ very often, never ‘break through’.
The human mind cannot give weight to everything that comes its way; the brain decides not to bother with most ads at all, or, if it does, it rapidly forgets t
As we have already talked about the majority of the ads that are ‘seen’ very often, never ‘break through’.
The human mind cannot give weight to everything that comes its way; the brain decides not to bother with most ads at all, or, if it does, it rapidly forgets t
.
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
hem.
Remember, the client who told us that every adult in this country is subject to 3,000 advertising messages every day and that was then now talk is of in excess of 8,000!
According to Consumer Behaviour, an industry textbook, “Only about one third of those commercials
Remember, the client who told us that every adult in this country is subject to 3,000 advertising messages every day and that was then now talk is of in excess of 8,000!
According to Consumer Behaviour, an industry textbook, “Only about one third of those commercials
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
a person is exposed to, make any active impression in the memory.
Of those which make any impact, only about half are correctly comprehended and fewer than 5% are actively recalled for as long as twenty-four hours.”
And we thought Enron was the biggest business scandal ever
Of those which make any impact, only about half are correctly comprehended and fewer than 5% are actively recalled for as long as twenty-four hours.”
And we thought Enron was the biggest business scandal ever
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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