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Main Subject - Brand Positioning Using Web-Video
As Web-video presentations increase in popularity as a means of delivering marketing messages over the Internet, there will be the inevitable major successes and unfortunate failures. It is only a matter of time before Web-video becomes the dominating vehicle for businesses that are serious about marketing communication.
The businesses that will be successful will learn how to use the med
The businesses that will be successful will learn how to use the med
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
ium beyond its technical implementation, focusing instead on the psychology elements that communicate beyond mere surface meaning.
Multimedia Modeling and Vicarious Observation
Albert Bandura, distinguished psychologist and expert in the field of social learning theory, points to television commercials as an important influence on social learning through multimedia modeling and vi
Multimedia Modeling and Vicarious Observation
Albert Bandura, distinguished psychologist and expert in the field of social learning theory, points to television commercials as an important influence on social learning through multimedia modeling and vi
; 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
arious observation.
We often forget that like all creatures human beings are subject to our hardwired instinct for survival, one of the most important being our ability to learn through vicarious experiences rather than just direct encounters. We may learn not to touch a hot stove by putting our hand on a hot heating element, but it is far less dangerous to learn the same lesson by watchi
We often forget that like all creatures human beings are subject to our hardwired instinct for survival, one of the most important being our ability to learn through vicarious experiences rather than just direct encounters. We may learn not to touch a hot stove by putting our hand on a hot heating element, but it is far less dangerous to learn the same lesson by watchi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ng someone else do it, even if that observation is fabricated as in a commercial.
Marketing Campaigns Are Learning Experiences
All marketing campaigns are learning experiences for the target audience in that advertisers are attempting to manipulate viewers' behavior by vicarious demonstration of brand benefits resulting from product or service use.
Cost has limited the use of bro
Marketing Campaigns Are Learning Experiences
All marketing campaigns are learning experiences for the target audience in that advertisers are attempting to manipulate viewers' behavior by vicarious demonstration of brand benefits resulting from product or service use.
Cost has limited the use of bro
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
dcast television commercials to all but the most deep-pocketed of advertisers, but the broadband Web and digital technology has changed all that. The means to produce reasonable-cost Web-video is at hand, witness the explosion of numerous video sites like YouTube and Google Video, plus the advent of Web-commercial venues like Google Video Ads. Unfortunately many businesses cannot see past
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the proliferation of uneven quality viral videos that lack any serious commercial purpose to see the real opportunity that exists.
It is inevitable that a period of DIY (do it yourselfers) will ensue, as businesses that don't understand the medium will try to implement video campaigns without taking the time to learn that mastering the technical use of software and hardware is not what ma
It is inevitable that a period of DIY (do it yourselfers) will ensue, as businesses that don't understand the medium will try to implement video campaigns without taking the time to learn that mastering the technical use of software and hardware is not what ma
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
es vicarious-experience video-observation work.
The Four Communication Elements of Web-Commercials
If businesses are to be successful in getting people to do what they want them to do through the implementation of Web-commercials, they will need to learn that success ultimately depends on an understanding of the psychological influences behind the four communication elements that
The Four Communication Elements of Web-Commercials
If businesses are to be successful in getting people to do what they want them to do through the implementation of Web-commercials, they will need to learn that success ultimately depends on an understanding of the psychological influences behind the four communication elements that
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
constitute effective Web-presentations: scenario, sight, sound, and score.
Scenario: The Brand Story
Every business has a brand story to tell, but often that story gets lost in the minutiae of product specifications, service details, and self-congratulating biz-speak. There is no point in spending time telling your audience that you have the highest quality, lowest price and best
Scenario: The Brand Story
Every business has a brand story to tell, but often that story gets lost in the minutiae of product specifications, service details, and self-congratulating biz-speak. There is no point in spending time telling your audience that you have the highest quality, lowest price and best
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
taff. Nobody cares, and if they do care, few will believe you, and if they do believe you, your competitor is saying the same thing. Have you presented anything that defines you, makes you different, or provides something memorable?
People remember stories, linear narratives that are constructed with a beginning, middle and end. This enables an audience to process the information and reta
People remember stories, linear narratives that are constructed with a beginning, middle and end. This enables an audience to process the information and reta
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
in the essence of the message for future reference. In developing your brand story, less is always more. It's your brand story that creates the position you will hold in your audience's mind.
Sight: Visual Context and Reference
A moving picture conveys a depth of information that cannot be delivered with text, no matter how clever, or with a still image, no matter how skillfully c
Sight: Visual Context and Reference
A moving picture conveys a depth of information that cannot be delivered with text, no matter how clever, or with a still image, no matter how skillfully c
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
mposed: the nod of the head, the folding of the arms, the look in the eye, in fact, every subtle movement of the presenter communicates something. These subliminal subtleties make it vital to have a professional presenter who understands how to act in front of a camera. Business executives familiar with face to face selling, or even speaking in front of a large audience may think performin
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
g for the camera is easy, but it is not.
Audiences are experts at decoding video presentations; we have all learned from years of watching television how to detect deception and fear in a performance. Acting for a camera requires what Marshal McLuhan called a 'cool' personality. Howard Dean's bid for the Democratic Party's Presidential nomination was disastrously stalled when a speech he
Audiences are experts at decoding video presentations; we have all learned from years of watching television how to detect deception and fear in a performance. Acting for a camera requires what Marshal McLuhan called a 'cool' personality. Howard Dean's bid for the Democratic Party's Presidential nomination was disastrously stalled when a speech he
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
ave in front of a large boisterous audience was captured by television cameras and broadcast on the small screen. When transferred to television, his attempt to speak above a thunderous crowd of supporters made him sound like a wild man, an unfortunate situation that would make one wonder about the integrity of network broadcasters who understand the medium and decided to misrepresent the
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
circumstances for affect. In delivering a commercial message, it is imperative to have professionals who understand the psychology of small screen presentation.
Sound: Sonic Familiarity and Personality
If what people see on screen is important than what they hear is profound. The audio portion of a Web-presentation can be broken down into three separate elements: the on-screen ac
Sound: Sonic Familiarity and Personality
If what people see on screen is important than what they hear is profound. The audio portion of a Web-presentation can be broken down into three separate elements: the on-screen ac
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
or's voice, the voice-over announcer's voice, and the music and sound effects.
The sound of the human voice provides focus, emphasis, familiarity and personality, all of which are necessary in the creation of a meaningful, memorable experience: the ultimate goal of any Web-commercial or presentation.
As much as the business focus of advertising is to motivate people to act immediately to
The sound of the human voice provides focus, emphasis, familiarity and personality, all of which are necessary in the creation of a meaningful, memorable experience: the ultimate goal of any Web-commercial or presentation.
As much as the business focus of advertising is to motivate people to act immediately to
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
buy, you are bound to have more people view your presentation than will respond to it. If your message is constructed only for immediacy, you are losing the vast majority of potential customers. The more memorable you make your presentation the more likely people will ultimately contact you when they are in need of your product or service.
It is the sound of the human voice with its qual
It is the sound of the human voice with its qual
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
ty of tone, cadence and delivery, combined with a finely crafted script that emphasizes rhythm, rhyme, and repetition that gets embedded in people's minds.
Score: Music, Emotion and Focus
One of the most important, but perpetually misused elements in Web-video is music. Often music is just slapped onto a finished video as an after-thought without any real meaningful purpose or des
Score: Music, Emotion and Focus
One of the most important, but perpetually misused elements in Web-video is music. Often music is just slapped onto a finished video as an after-thought without any real meaningful purpose or des
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ign.
A musical score creates an appropriate emotional atmosphere providing audio cues that direct attention and re-enforce memory recall. When we watch a television show, movie or commercial we are rarely cognizant of the music, but the musical score has an enormous impact on the viewing experience: it not only creates the mood and sets the emotional context, it tells the audience what to
A musical score creates an appropriate emotional atmosphere providing audio cues that direct attention and re-enforce memory recall. When we watch a television show, movie or commercial we are rarely cognizant of the music, but the musical score has an enormous impact on the viewing experience: it not only creates the mood and sets the emotional context, it tells the audience what to
.
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
pay attention to and how to react.
An Example of How it Works
The best way to understand how scenario, sight, sound, and score affect an audience's experience, memory and reaction to a Web-video is with an example. To illustrate the importance of these elements we've taken a video and presented it in three ways: video only (no sound), video with voice-over (no musical score), and
An Example of How it Works
The best way to understand how scenario, sight, sound, and score affect an audience's experience, memory and reaction to a Web-video is with an example. To illustrate the importance of these elements we've taken a video and presented it in three ways: video only (no sound), video with voice-over (no musical score), and
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
video with voice-over and musical score. This example can be viewed at http://www.mrpwebmedia.com/SonicPersonality/demowebvideo.html.
Watching the three versions illustrates just how important each element is and how each contributes to the memorable experience you as an advertiser want to create
Watching the three versions illustrates just how important each element is and how each contributes to the memorable experience you as an advertiser want to create
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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