Tags |
|
|
Links |
|
|
Main Subject - What Is Most Important - Copy Or Pic?
When, some little time ago now, I first descended upon the advertising scene, we were a good deal more concerned than most people seem to be today about the nature of the business we found ourselves in. We were always holding d
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
ebates – in the saloon bar of the Coach & Horses in New Bond Street, to be tiresomely precise – about the meaning of advertising, the significance of advertising, and the past, present and future of advertising. And an unconsci
; 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
nably serious lot we no doubt were. Not to mention drunk.
Among the hardy perennials of our debates was the relevance of sex in advertising, and also the question of whether the copy element in ads was more important than the
Among the hardy perennials of our debates was the relevance of sex in advertising, and also the question of whether the copy element in ads was more important than the
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
isual or vice versa.
Of course, these were the days when it was possible for agency personnel to slope off round the pub during working hours and nobody on the management side of things turned so much as a hair at our absence.
Of course, these were the days when it was possible for agency personnel to slope off round the pub during working hours and nobody on the management side of things turned so much as a hair at our absence.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
Just so long as the work got done on time, nobody gave so much as a tinker’s cuss whether you were doing it in the office or down at the dog track. These days, agencies are a little more sanguine in their approach to creative
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
people; and I recently heard of a designer being sacked on the spot for turning up at a client meeting wearing jeans – and I kid you not.
But back to our hardy perennials. The ‘sex in advertising’ question was a hotly debated
But back to our hardy perennials. The ‘sex in advertising’ question was a hotly debated
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
opic, mainly because the copywriters and designers in my milieu were always anxious to attend the relevant photo-shoots, and not because sex was liable to help sell anything. Thus, we were constantly coming up with speculative
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
d campaigns that featured semi-clad females so that we might catch a glimpse of a naked thigh or better. Few of these concepts saw the light of day, but it was always worth a try.
As to the copy versus pic argument, this has s
As to the copy versus pic argument, this has s
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ill not been resolved to this day. Then, as now, I was on the side of the angels, holding that around 80 per cent of ads could, at a pinch, do without illustrations, whereas only about 2 per cent could do without words. (In reg
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
ard to the other 18 per cent, you can make your own arrangements.)
Such an argument, as you’d expect, was met with widespread alarm by the designers, who saw that I was presaging their redundancy. Then as now, they would do ev
Such an argument, as you’d expect, was met with widespread alarm by the designers, who saw that I was presaging their redundancy. Then as now, they would do ev
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
rything they could to give their illustrations the prominence they thought they deserved. This usually resulted in a design in which the pic took up four-fifths of the ad, while the copy was relegated to eight-point solid and r
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
ndered practically illegible.
My attitude, obviously, was simply a debating stance – true though it undoubtedly is. I am not suggesting for a moment that 8 out of 10 ads should be wholly typographical. But if you take a dispas
My attitude, obviously, was simply a debating stance – true though it undoubtedly is. I am not suggesting for a moment that 8 out of 10 ads should be wholly typographical. But if you take a dispas
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
ionate look around you, you might agree with me that a whole lot of ads (and brochures and websites, too, come to that) carry pictures for pictures’ sake; and that in quite a few cases the pictures, far from helping the transmi
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
ssion of a message, actually hinder it.
The biggest offenders in this respect are what might be describes as semi-industrial ads. Just leaf through a trade mag (or brochure or website) and you’ll see irrelevance in illustratio
The biggest offenders in this respect are what might be describes as semi-industrial ads. Just leaf through a trade mag (or brochure or website) and you’ll see irrelevance in illustratio
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
well carried out. You’ll see, for instance, pictures of the factory or, as they call it these days, the production operation. You’ll see pics of two obvious male models in white coats staring idiotically at a computer screen o
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
a blueprint. And you’ll see pics of two obvious male models, plus a female model, in white coats staring idiotically at a computer screen. The female is included in the latter pic because the designer had originally planned fo
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
her to be shot with her clothes off.
Here’s what I think. With today’s wonderful digital photography opportunities, with an instant replay of whatever has been shot, one might hope that illustrations in ads, brochures and web
Here’s what I think. With today’s wonderful digital photography opportunities, with an instant replay of whatever has been shot, one might hope that illustrations in ads, brochures and web
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
sites might be made more relevant. They might actually show the product in action – demonstration is, after all, the soul of advertising. But, no, we still get pics which have nothing whatsoever to do with the product or its be
.
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
efits.
I don’t mind admitting that there can be few people in the whole wide world who know less about photography than I do. What I do know, however, is that promotional material is far better off without an illustration if t
I don’t mind admitting that there can be few people in the whole wide world who know less about photography than I do. What I do know, however, is that promotional material is far better off without an illustration if t
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
at illustration does not augment the sales message. So, in this respect, copy is more important than illustration.
Mind you, there is a lot of copy around that doesn’t augment the sales message either. But that’s another story
Mind you, there is a lot of copy around that doesn’t augment the sales message either. But that’s another story
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/7313/mainsubjects-What-Is-Most-Important--Copy-Or-Pic.html">What Is Most Important - Copy Or Pic?</a>
BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/7313/mainsubjects-What-Is-Most-Important--Copy-Or-Pic.html]What Is Most Important - Copy Or Pic?[/url]
Related Articles:
Small Business Loans? - Opt For Better Options!
Advertising Blimps Boldly Booster Business
Bookmark it:
|