Business Environment Presentation on three topics - Advertising Image of Women - Listerine & Corrective Advertising - Advertising Headaches

1. BUSINESS
ENVIRONMENT
1. Advertising's Image of Women
2. Listerine & Corrective Advertising
3. Advertising Headaches
Group 6
Swati Kadam 22
Amit Maisheri 29
Ramesh Mallya 30
Vipin Menon 31
Yogesh More 32

2. Case Summary:
 US children between ages 2-5 watch an
average of 30hrs television every week
Average young person watch some 3,50,000
television commercials by end of high
school.
Average American will have seen some 50
Million commercials by age 60
Advertisements on women – Normalcy and
sexuality, Motivate, inferior to earth to other
women & to men, feelings of guilt and
inadequacy
Advertising's Image of Women

3. Questions:-
1. What kind of influence has advertising had on your own
views of beauty, attractiveness and sexuality?
2. How does advertising influence our understanding of
social role based on gender?
3. To what degree have your family, friends and classmates
been socialized by advertising?
Advertising's Image of Women

4. Advertising's Image of Women
SENSUAL TOUCH

5. Advertising's Image of Women
Sexual Touch

6. Advertising's Image of Women
SOCIAL TOUCH

7. Case Summary:
The Federal Trade Commission.
Methods used for remedying descriptive
advertisements.
Listerine Claim “Prevents, cures or alleviates symptoms
of colds and sore throats”.
FTC’s conclusion & actions against the claims made by
Listerine.
Challenge on FTC decision in court by Warner-
Lambert.
Factors cited by court of Appeals in support of FTC.
Listerine & Corrective Advertising

8. Questions:-
1. Was the FTC justified in issuing the corrective advertising order for
Listerine? Are different First Amendment issues raised by “cease and
desist,” “ affirmative disclosure,” and “corrective advertising” orders?
2. Might Warner-Lambert cite the fact that consumers continued to
purchase Listerine as evidence that consumers did not believe the
false claims? Might they claim that a cease and desist order and
market forces alone would end the mistaken beliefs by consumers?
3. The Court ruled that the phrase “contrary to prior advertising” would
“humiliate” Warner-Lambert and could be required only if the FTC
could show that there was an “egregious case of deliberate
deception.” Do you agree with this decision?
Listerine & Corrective Advertising

9. Listerine & Corrective Advertising

10. Listerine & Corrective Advertising

11. Aspirin
Paracetamol
Ibuprofen
Advertising Headaches

12. Case Study: Summary
• Currently India OTC is on 11th rank in international market.
Growing at the rate of 10-12%.
• In next 5 years Indian market will be on 9th rank in OTC. In 2009,
Indian OTC market was1.8 billion USD.

13. • Medications: Prescription and non-prescription based
(OTC)
• Non prescription pain reliever market: 2 billion USD
• Pain relievers (analgesics): Aspirin, Acetaminophen
(Paracetamol), Ibuprofen
• No existence of clinically significant differences.
• Competition purely based upon
pricing & ADVERTISING.
Case Study: Summary

15. • Aspirin Story:
• Anacin-1944: Added caffeine in Aspirin: Combination is
superior than Aspirin. (Insight Pharmaceuticals)
• Anacin-1960s: “fast, fast relief ”
• Bufferin: “Twice as fast as aspirin” – Bufferin (Bristol-Meyer)
• St Joseph’s Aspirin: “Faster than other leading pain relief
tablets”
• Bayer Aspirin: “Fastest Relief of Pain”
• Anacin: “3 out of 4 doctors recommend the ingredients in
Anacin”
• Anacin: “Greatest pain fighter ever discovered”
Case Study: Summary

16. These Ads does not disclosed that
this “ingredient” was plain Aspirin
(Acetaminophen story)
& Questions:

17. Advertising Headaches
Questions:-
• If you applied both the “reasonable consumer” and the
“ignorant consumer” standards, would these ads be
deceptive? Are they unfair business practices?
• How might a defender of the free market life Milton
Friedman analyze this scenario? Is this a case of market
failure or the result of business ignoring market principles?
• Should there be more regulation of advertising of medicines?
Would such regulation involve undue government
paternalism?

18. Advertising Headaches

19. THANK YOU