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OTC Analgesics - World Marketing & Advertising Trends - 2003
ADKiT Ltd (SCS Reports), Jan 2003
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 ad spend?
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