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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
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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
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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
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Advertising's Image of Women SENSUAL TOUCH
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Advertising's Image of Women
Sexual Touch
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Advertising's Image of Women
SOCIAL TOUCH
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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
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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
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Listerine & Corrective Advertising
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Listerine & Corrective Advertising
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Aspirin
Paracetamol
Ibuprofen
Advertising Headaches
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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.
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• 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
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• 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
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These Ads does not disclosed that this
“ingredient” was plain Aspirin
(Acetaminophen story) &
Questions:
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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?
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Advertising Headaches
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THANK YOU