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Advertising as Technology And the marketing of psychiatric drugs Rank’s Model of Persuasion • Intensify/Downplay Schema • Emphasise: to something MORE obvious • Downplay: To make something LESS obvious 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. Three techniques of Emphasis • Repetition • Association • Composition Repetition • The repeated use of certain words (“Just do it”). • Ad campaigns such as the Fido ads. Association • To link your product or ideas with something the audience already likes. • To link the product or ideas of your opponent’s with something the audience already dislikes. Association: Joe Camel to Joe Chemo Composition • Changing the way the message looks to emphasize your good points or your opponent’s bad points. U$A Three Techniques to Downplay • Omission • Diversion • Confusion Omission • This is when you do not mention your opponent’s good points or fail to mention your own weaknesses. Diversion • To distract attention from your negative points, or your opponents good points. • Ad Hominem arguments (against the man) • Humor Confusion • To confuse your audience by using technical language to downplay your weaknesses or a competitor’s strengths. Marketing & Psychiatry • • • • Ads Marketing budgets Cost of drugs The marketing of Paxil From the American Journal of Psychiatry • • • • • • • Ads directed at psychiatrists. Look for: Repetition Association Composition Omisson Diversion Confusion Financial statements for: Eli Lilly & GlaxoSmithKline 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) GlaxoSmithKline • R&D 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) Eli Lilly makes Cialis 20 mg X (4 pills) = $49.05 Zyprexa 5 mg X (100 pills) = $370 7.5 mg X (100) = $525 10 mg X (100) = $729 And of course ... Prozac 100 Pills $198.88 GlaxoSmithKline makes: Paxil 100 Pills $193 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 www.paxil.com