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OTC Analgesics - World Marketing & Advertising Trends - 2003


Description: In the major OTC categories advertising spend is heavy. And likely to get heavier as the mass market storms on, private label grows and de-reimbursement spreads across the globe. But is advertising a truly active ingredient in lifting sales? Or is it more of a placebo? In other words, which brands are creating advertising that adds positive value, and which are in danger of being lost in the visual and aural clutter of consumer marketing? A vital new series of studies, looks at the contribution that advertising is making to the perception and personality of leading brands. The report helps OTC marketers and their ad agencies to reach out for greater advertising effectiveness. Drawing on an international archive of TV and press advertisements, this lively report paints brand profiles that include expert assessment of the role of creative content - strategy, theme, execution and tone of voice - in delivering the brand performance. The report looks at one of the world's most mature OTC markets and covers nine leading analgesic brands; available as individual modules or collectively: - Advil - Aleve - Bayer Aspirin - Excedrin - Nurofen - Panadol - Salonpas - Tylenol - Voltaren Each module splits into 3 sections Position - Putting the brand in context: The brand and its marketers, its markets, the product position vs competition, threats and opportunities. Proposition - What is the proposition, and how is it presented? How good is the communication? How believable? In the brand's major markets, is advertising an active ingredient or a placebo? Performance - So what happened? Where's the brand today - and does the advertising really justify the adspend? You can choose to purchase the details of an individual module(s) or you can buy the entire report providing all 9 modules. Each individual module costs $1250 while the entire report costs $9500. To purchase an individual module please contact help@researchandmarkets.com stating which module you are interested in.


Contents: Each module has the following table of contents: 1. Positioning The brand and its marketers Markets Product position vs competition 2. Proposition Global overview The United States Markets other than USA 3. Performance The United States Markets other than USA


Sample Below are a list of the TV adverts for 2 of the modules in this report: - Advil - Aleve Advil Module 1 Advil/Children's Advil analgesic syrup Mum Phones Doctor For Advice The mother watches her child suffer with a fever as she telephones the doctor who offers her advice. USA 2 Advil/Liqui Gels analgesic capsules Nursery Teacher A nursery teacher has a headache and takes product for relief. USA 3 Anadvil/analgesic tablets Tylenol Or Advil / Cycling Trip A woman has an injury on her leg and is given product to relieve the pain. USA 4 Advil/Liquid-Caps analgesic capsules Bulldozer, Drills and Megaphone Various people sit in pain as loud noises around them worsen their headaches. Netherlands 5 Advil/Cold & Sinus tablets Wife Under Hailstorm The woman suffers under a cloud of cold air then approaches the breakfast oom where she receives the product and recovers. Canada 6 Advil, Gel muscle pain gel Fast Free/Wood Puppets Dancing Wooden dolls dance freely to big band / jazz music. Netherlands 7 Advil, Gel muscle pain gel Fast Free/Wood Puppets Dancing / Spray Animated shot of Advil spray on a black background. Netherlands Module Aleve USA Market - TV Ads 1 Roche/Aleve analgesic tablets Lady Feels Better After Taking Aleve Man at laptop.His VO says how Aleve works for his wife's headaches aswell as his arthritis.Shots of her in pain and looking happier on golfcourse after taking pills. USA 2 Roche/Aleve analgesic tablets Woman Paints 'Thanks Aleve' Woman writes letter to pharmaceutical company. She is seen painfully getting out of bed. Her daughter gives her painkillers. She paints 'thanks aleve' on her house USA 3 Roche/Aleve analgesic tablets Woman On Charity Walk The other product is for colds and sinus trouble. USA 4 Roche/Aleve analgesic tablets Text Compares Aleve And Tylenol This ad is composed of a song and a blue screen where text in white and yellow changes constantly. USA 5 Roche/Aleve analgesic tablets Words On Blue Background This ad is composed of a blue screen and some text in yellow and white as a song goeas along. USA 6 Roche/Aleve analgesic tablets Elderly Baseball Player The older player explains the love of the game, how he felt pain and worrying that he had to abandon the game: he used the product and returned trying to play better. USA USA Market - Press Ads 7 Roche/Aleve analgesic tablets Every day, people just like Henrietta write us... Text and inset box/bottle of Aleve tablets. USA 8 Roche/Aleve analgesic tablets Doug is one of thousands of people who have… Picture of Doug jumping over hurdles, Doug's letter, stopwatch, inset of product + text. USA 9 Roche/Aleve analgesic tablets Hercules vs. The Tooth Fairy King Kong vs... 2 products pictured. USA Markets other than the United States - TV Ads 10 Roche/Aleve analgesic tablets Old Man Cycling Father and son ride bike. Son is worried about father's pain in hands & convinced him to see a Doctor who prescribed him Aleve painkillers. Poland 11 Roche/Aleve analgesic tablets Pilot Pilot talks about job responsibility and how it gives him back pain but with Roche Aleve his pain goes away. Argentina 12 Roche/Aleve analgesic tablets Baby Play Group Woman works in nursery. She changes baby's nappy. She takes a headache tablet. Babies cry Italy 13 Roche/Aleve analgesic tablets Swimmer A woman writes a letter to her friend to recommended Aleve. Before taking it, she had to stop swimming due to a bad back. Now she can finally swim again. Italy 14 Roche/Aleve analgesic tablets Woman & Kids A woman writes an e-mail to a friend saying how pleased she is with Aleve. Inter cut with flashbacks of her with a headache and then playing with her kids. Netherlands 15 Roche/Aleve analgesic tablets Grandmother Has Headache Mature woman has headache when she sees her daughter and grand-daughter arriving. She takes Aleve and feels fine. Germany


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Please fax this form to:
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