advertising image of women_listerine & corrective advertising_advertising headaches

BUSINESS ENVIRONMENT

1. Advertising's Image of Women 2. Listerine & Corrective Advertising

3. Advertising Headaches

Group 6

Swati Kadam 22

Amit Maisheri 29

Ramesh Mallya 30

Vipin Menon 31

Yogesh More 32

Case Summary: US children between ages 2-5 watch an average of 30hrs television every weekAverage young person watch some 3,50,000 television commercials by end of high school.Average American will have seen some 50 Million commercials by age 60Advertisements on women – Normalcy and sexuality, Motivate, inferior to earth to other women & to men, feelings of guilt and inadequacy

Advertising's Image of Women

Questions:-

1. What kind of influence has advertising had on your own views of beauty, attractiveness and sexuality?

2. How does advertising influence our understanding of social role based on gender?

3. To what degree have your family, friends and classmates been socialized by advertising?

Advertising's Image of Women

Advertising's Image of Women SENSUAL TOUCH

Advertising's Image of Women

Sexual Touch

Advertising's Image of Women

SOCIAL TOUCH

Case Summary:The Federal Trade Commission.Methods used for remedying descriptive advertisements.Listerine Claim “Prevents, cures or alleviates symptoms of colds and sore throats”.FTC’s conclusion & actions against the claims made by Listerine.Challenge on FTC decision in court by Warner-Lambert.Factors cited by court of Appeals in support of FTC.

Listerine & Corrective Advertising

Questions:-1. Was the FTC justified in issuing the corrective

advertising order for Listerine? Are different First Amendment issues raised by “cease and desist,” “ affirmative disclosure,” and “corrective advertising” orders?

2. Might Warner-Lambert cite the fact that consumers continued to purchase Listerine as evidence that consumers did not believe the false claims? Might they claim that a cease and desist order and market forces alone would end the mistaken beliefs by consumers?

3. The Court ruled that the phrase “contrary to prior advertising” would “humiliate” Warner-Lambert and could be required only if the FTC could show that there was an “egregious case of deliberate deception.” Do you agree with this decision?

Listerine & Corrective Advertising

Listerine & Corrective Advertising

Listerine & Corrective Advertising

Aspirin

Paracetamol

Ibuprofen

Advertising Headaches

Case Study: Summary

• Currently India OTC is on 11th rank in international market. Growing at the rate of 10-12%.

• In next 5 years Indian market will be on 9th rank in OTC. In 2009, Indian OTC market was1.8 billion USD.

• Medications: Prescription and non-prescription based (OTC)

• Non prescription pain reliever market: 2 billion USD

• Pain relievers (analgesics): Aspirin, Acetaminophen (Paracetamol), Ibuprofen

• No existence of clinically significant differences.

• Competition purely based upon

pricing & ADVERTISING.

Case Study: Summary

• Aspirin Story:• Anacin-1944: Added caffeine in Aspirin:

Combination is superior than Aspirin. (Insight Pharmaceuticals)

• Anacin-1960s: “fast, fast relief”• Bufferin: “Twice as fast as aspirin” – Bufferin

(Bristol-Meyer)• St Joseph’s Aspirin: “Faster than other

leading pain relief tablets”• Bayer Aspirin: “Fastest Relief of Pain”• Anacin: “3 out of 4 doctors recommend the

ingredients in Anacin”• Anacin: “Greatest pain fighter ever

discovered”

Case Study: Summary

These Ads does not disclosed that this

“ingredient” was plain Aspirin

(Acetaminophen story) &

Questions:

Advertising Headaches

Questions:-

• If you applied both the “reasonable consumer” and the “ignorant consumer” standards, would these ads be deceptive? Are they unfair business practices?

• How might a defender of the free market life Milton Friedman analyze this scenario? Is this a case of market failure or the result of business ignoring market principles?

• Should there be more regulation of advertising of medicines? Would such regulation involve undue government paternalism?

Advertising Headaches

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