Tags |
|
|
Links |
|
|
Main Subject - We're Off To See The Wizard, The Wonderful Wizard Of ...
…Interaction, however before we do, let us review something recently written and published in Marketing Magazine, the author is Marc Ritson, Assistant Professor of Marketing at The London Business School.
"A pipe bursts in your house. When the local handyman arrives, he is carrying a large toolbox.
Without even looking at the pipe, he opens the box to reveal only one tool: a hammer. He takes it out and brings
"A pipe bursts in your house. When the local handyman arrives, he is carrying a large toolbox.
Without even looking at the pipe, he opens the box to reveal only one tool: a hammer. He takes it out and brings
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
it crashing down on the broken pipe - for an hour. With the pipe destroyed, he asks for ?100 and leaves.
This provides an accurate analogy for the state of the marketing communications industry.
The fanfare that greeted the emergence of integrated marketing communications in the early 90s has died away, leaving the industry uncomfortably aware that it still represents a series of one-trick ponies.
Advertising
This provides an accurate analogy for the state of the marketing communications industry.
The fanfare that greeted the emergence of integrated marketing communications in the early 90s has died away, leaving the industry uncomfortably aware that it still represents a series of one-trick ponies.
Advertising
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
agencies still espouse solutions that centre on advertising.
PR agencies always suggest PR; direct agencies suggest direct marketing and so on.
Like our handyman, each fails to diagnose the problem correctly and opts to solve all their clients' communications issues with one tool.
Ask WPP chief executive Sir Martin Sorrell. He recently bemoaned the fact that most agencies 'redefine every problem in terms of t
PR agencies always suggest PR; direct agencies suggest direct marketing and so on.
Like our handyman, each fails to diagnose the problem correctly and opts to solve all their clients' communications issues with one tool.
Ask WPP chief executive Sir Martin Sorrell. He recently bemoaned the fact that most agencies 'redefine every problem in terms of t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
heir proposed solution.'
As Sir Martin knows, different communications tools have different strengths.
This has two implications. First, a company must completely diagnose the communications challenge before it assigns the communications tools to be used in its strategy.
For many Clients, tools such as advertising, PR or sponsorship will prove entirely ineffective no matter how well they are applied because t
As Sir Martin knows, different communications tools have different strengths.
This has two implications. First, a company must completely diagnose the communications challenge before it assigns the communications tools to be used in its strategy.
For many Clients, tools such as advertising, PR or sponsorship will prove entirely ineffective no matter how well they are applied because t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ey are wrong tool for the job.
Second, by combining two or more communication tools into an integrated campaign, a company is likely to realise significant synergies.
An integrated strategy that spreads its budget across a combination of PR, direct marketing and events marketing is guaranteed to have a greater impact than a campaign that opts to spend the total budget on just one of them.
The ideal model is o
Second, by combining two or more communication tools into an integrated campaign, a company is likely to realise significant synergies.
An integrated strategy that spreads its budget across a combination of PR, direct marketing and events marketing is guaranteed to have a greater impact than a campaign that opts to spend the total budget on just one of them.
The ideal model is o
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
bvious: a handyman with a variety of tools, who first studies the problem, then selects a combination of tools to solve the problem.
But this model has proved impossible to replicate in marketing communications terms. Despite owning an impressive list of different organisations that represent every major communications tools, WPP, for example, has consistently failed to get its organisations to work together fo
But this model has proved impossible to replicate in marketing communications terms. Despite owning an impressive list of different organisations that represent every major communications tools, WPP, for example, has consistently failed to get its organisations to work together fo
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
their clients' common good.
The concept of an integrated campaign in which BPRI does the research, Added Value positions the brand, Landor designs the new corporate identity, Y & R does the media advertising, Burson-Marsteller does the PR and Ogilvy Direct runs the customer relationship management strategy, remains a pipe dream.
Integration on the supply side it seems, will never occur.
Turf wars, egos and a
The concept of an integrated campaign in which BPRI does the research, Added Value positions the brand, Landor designs the new corporate identity, Y & R does the media advertising, Burson-Marsteller does the PR and Ogilvy Direct runs the customer relationship management strategy, remains a pipe dream.
Integration on the supply side it seems, will never occur.
Turf wars, egos and a
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
lack of common systems and understanding means agencies will remain segregated. The only potential site of integration resides on the demand side with the client. It is up to clients to diagnose their problems, select and motivate these groups to work in a single strategic agenda.
Unfortunately, clients with these skills, power and confidence to achieve this are thin on the ground. For now, integration will re
Unfortunately, clients with these skills, power and confidence to achieve this are thin on the ground. For now, integration will re
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ain the Holy Grail of marketing.
In 1776, Thomas Paine wrote in Common Sense, “We have it in our power to begin the world over again. A situation, similar to the present hath not happened since the days of Noah until now.” In that same year the American Revolution and the building of that New World was underway.
On the threshold of a new millennium, Interactive Communication has given us, the power to build
In 1776, Thomas Paine wrote in Common Sense, “We have it in our power to begin the world over again. A situation, similar to the present hath not happened since the days of Noah until now.” In that same year the American Revolution and the building of that New World was underway.
On the threshold of a new millennium, Interactive Communication has given us, the power to build
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
a New World.
But as in Thomas Paine’s time, most have yet to grasp how different the newly forming world will be from the world that is passing. And many that are aware are afraid to embrace it, being so steeped in the status quo. and used to working only with hammers!
In 2003, we stand wide-eyed at the portal of another New World. Some of us, fearful of what is to be, look backward, pining for a simplicity
But as in Thomas Paine’s time, most have yet to grasp how different the newly forming world will be from the world that is passing. And many that are aware are afraid to embrace it, being so steeped in the status quo. and used to working only with hammers!
In 2003, we stand wide-eyed at the portal of another New World. Some of us, fearful of what is to be, look backward, pining for a simplicity
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
hat in reality we probably never experienced.
Others may be more like Dorothy who, after being cyclonically blown away from the greyness of Kansas, suddenly found herself standing in wide-eyed wonderment amid the colourful splendour and magic of Oz.
We may be tentative as Dorothy was; not quite sure of the meaning of all we see in this New World, but we are ready to move on. We want to see what the Wizard of
Others may be more like Dorothy who, after being cyclonically blown away from the greyness of Kansas, suddenly found herself standing in wide-eyed wonderment amid the colourful splendour and magic of Oz.
We may be tentative as Dorothy was; not quite sure of the meaning of all we see in this New World, but we are ready to move on. We want to see what the Wizard of
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
Interaction has in store for us.
There is plenty of evidence available to us now as to the Interactive Wonders available to us right now.
On the cost effectiveness of just one exposure to an interactive programme, Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing had this to say after studying all the independent research:
“The Shopper’s Voice participating advertisements
There is plenty of evidence available to us now as to the Interactive Wonders available to us right now.
On the cost effectiveness of just one exposure to an interactive programme, Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing had this to say after studying all the independent research:
“The Shopper’s Voice participating advertisements
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
generated recall scores that are more than 50% productive than normal advertising. The effect on purchase intention is just as impressive if not much more”.
All these productivity increments are attainable at a reasonably inexpensive budget. One Shoppers’ Voice Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Shopper’s Voice budget of
All these productivity increments are attainable at a reasonably inexpensive budget. One Shoppers’ Voice Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Shopper’s Voice budget of
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
0.5 million . This 1:10 ratio has been experienced in Shopper’s Voice in other countries.”
Sources: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.
Many marketers seem unconcerned about the advent of Interactive Communication because they are not yet persuaded about the powerful benefits to be gained by using the technique despite the evidence.
Probably less concerned are research houses, h
Many marketers seem unconcerned about the advent of Interactive Communication because they are not yet persuaded about the powerful benefits to be gained by using the technique despite the evidence.
Probably less concerned are research houses, h
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
owever, the richness of personal information provided by consumers through the process of Interaction will significantly depreciate the value of standard research.
Consumers have generally tolerated uninvited marketing messages as a somewhat necessary evil. It was a price that had to be paid for access to most broadcast and print media.
Interactive Communication has laid down the foundation for changing this.
Consumers have generally tolerated uninvited marketing messages as a somewhat necessary evil. It was a price that had to be paid for access to most broadcast and print media.
Interactive Communication has laid down the foundation for changing this.
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
Reminiscent of a Gary Larson cartoon, in which a deer peers at a hunter through the cross hairs of his own rifle, companies are becoming the target of consumers.
In this scenario and with the aid of interaction, consumers will manage their own marketing relationships, not vendors or marketers.
And in such a scenario, when a consumer has no need of a company, company access to that consumer will be shut off.
In this scenario and with the aid of interaction, consumers will manage their own marketing relationships, not vendors or marketers.
And in such a scenario, when a consumer has no need of a company, company access to that consumer will be shut off.
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
Interactive Communication participants find it refreshing that they can get information in ways that track the personal grammar of their views, values, needs and lifestyle.
However, before advertisers can start reaping the benefits if interactive advertising, they must rise to the creative challenge posed by interactive services.
Although the cultural shift being demanded of the notoriously conservative adver
However, before advertisers can start reaping the benefits if interactive advertising, they must rise to the creative challenge posed by interactive services.
Although the cultural shift being demanded of the notoriously conservative adver
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ising industry is huge and represents one of the major obstacles that the new media services will have to overcome, the new services do have one argument in their favour: they will eliminate waste.
They will reach targeted consumers and the commercial message can be immediately translated into a sales opportunity or even a sale.
What of the advertising agencies?
In terms of numbers, the laid back attitude of
They will reach targeted consumers and the commercial message can be immediately translated into a sales opportunity or even a sale.
What of the advertising agencies?
In terms of numbers, the laid back attitude of
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
many agencies seems at first glance to be justifiable. Despite the huge proliferation of new interactive services and products in the past few years, the economics of the advertising business have barely been affected.
The vast majority of advertising revenue is spent on traditional media and, the growth of direct mail notwithstanding; the advertising agencies still control the transactions which take place be
The vast majority of advertising revenue is spent on traditional media and, the growth of direct mail notwithstanding; the advertising agencies still control the transactions which take place be
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ween the advertiser and the media owner.
Yet as traditional spot and display advertising becomes less dominant, and as expenditure on commercials gives way to targeted selling using interactive technology.
Giving the consumer the opportunity to respond directly to the advertiser), the role of agencies as an interface between the advertiser and the customer will decline and a new productive age will have dawned
Yet as traditional spot and display advertising becomes less dominant, and as expenditure on commercials gives way to targeted selling using interactive technology.
Giving the consumer the opportunity to respond directly to the advertiser), the role of agencies as an interface between the advertiser and the customer will decline and a new productive age will have dawned
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.mainsubjects.org.ua/article/25959/mainsubjects-Were-Off-To-See-The-Wizard-The-Wonderful-Wizard-Of-.html">We're Off To See The Wizard, The Wonderful Wizard Of ...</a>
BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/25959/mainsubjects-Were-Off-To-See-The-Wizard-The-Wonderful-Wizard-Of-.html]We're Off To See The Wizard, The Wonderful Wizard Of ...[/url]
Related Articles:
The Double Sided Card, is It a Good Idea?
Got A Meeting Planned? Ask This Question
Bookmark it:
|