BUSINESS
ENVIRONMENT
1. Advertising's Image of Women
2. Listerine & Corrective Advertising
3. Advertising Headaches
Group ...
Case Summary:
 US children between ages 2-5 watch an
average of 30hrs television every week
Average young person watch s...
Questions:-
1. What kind of influence has advertising had on your own
views of beauty, attractiveness and sexuality?
2. Ho...
Advertising's Image of Women
SENSUAL TOUCH
Advertising's Image of Women
Sexual Touch
Advertising's Image of Women
SOCIAL TOUCH
Case Summary:
The Federal Trade Commission.
Methods used for remedying descriptive
advertisements.
Listerine Claim “Pre...
Questions:-
1. Was the FTC justified in issuing the corrective advertising order for
Listerine? Are different First Amendm...
Listerine & Corrective Advertising
Listerine & Corrective Advertising
Aspirin
Paracetamol
Ibuprofen
Advertising Headaches
Case Study: Summary
• Currently India OTC is on 11th rank in international market.
Growing at the rate of 10-12%.
• In nex...
• Medications: Prescription and non-prescription based
(OTC)
• Non prescription pain reliever market: 2 billion USD
• Pain...
• Aspirin Story:
• Anacin-1944: Added caffeine in Aspirin: Combination is
superior than Aspirin. (Insight Pharmaceuticals)...
These Ads does not disclosed that
this “ingredient” was plain Aspirin
(Acetaminophen story)
& Questions:
Advertising Headaches
Questions:-
• If you applied both the “reasonable consumer” and the
“ignorant consumer” standards, w...
Advertising Headaches
THANK YOU
Advertising Image of Women_Listerine & Corrective Advertising_Advertising Headaches
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Advertising Image of Women_Listerine & Corrective Advertising_Advertising Headaches

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Business Environment Presentation on three topics

- Advertising Image of Women
- Listerine & Corrective Advertising
- Advertising Headaches

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Transcript of "Advertising Image of Women_Listerine & Corrective Advertising_Advertising Headaches"

  1. 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. 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. 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. 4. Advertising's Image of Women SENSUAL TOUCH
  5. 5. Advertising's Image of Women Sexual Touch
  6. 6. Advertising's Image of Women SOCIAL TOUCH
  7. 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. 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. 9. Listerine & Corrective Advertising
  10. 10. Listerine & Corrective Advertising
  11. 11. Aspirin Paracetamol Ibuprofen Advertising Headaches
  12. 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. 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
  14. 14. • 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
  15. 15. These Ads does not disclosed that this “ingredient” was plain Aspirin (Acetaminophen story) & Questions:
  16. 16. 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?
  17. 17. Advertising Headaches
  18. 18. THANK YOU
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