Digital / Direct Response Advertising, Sales Promotion, And Research Within Advertising

Magazines are popular in the United States; they can be found in stores, offices, and houses. They are popular for advertising. Television, news, radio, billboards and online websites are just a few forms of media that companies use to advertise their products or services. Companies use advertisements to influence the consumer to either buy or use their products and services. Advertisements are used to manipulate consumers in many ways.

What does an ad say about a society? When viewing a product advertisement, many people never stop to think why the ad and product appeals to them. However, when a more critical look is taken, it’s easy to see precisely how ads are carefully tailored to appeal to trending values of a targeted demographic, and how that makes it easy to examine the society of those whom the ad is targeted at. In the analytic writing Advertisements R Us, Melissa Rubin provides an excellent example of this, as she crafts a logical and clear analysis of a 1950’s Coca-Cola magazine ad which thoroughly explains how advertisements can reveal quite a great deal about the society in which they were created.

The United States and New Zealand are the only developed countries that allow direct-to-consumer advertising. Whether the practice of direct to consumer advertising is beneficial to the consumers or not is a highly debated subject with both positions presenting sound reasoning for their position. Whether the practice is beneficial or not to the consumer is not the question, but rather, is advertising prescription drugs directly to consumers ethical? To analyze this question I will use Rawls’s second principle of distributive justice for analysis.

Newspapers, Magazines, Television, Online… advertising is everywhere. Within the myriad of advertisements displayed in front of viewers every day, there are appeals. Society neglects and overlooks these marketing strategies that toy with their minds, resulting in skyrocketing purchases after the release of an advertisement. In “Advertising’s Fifteen Basic Appeals,” Jib Fowles identifies the appeals he believes are implemented in advertisements. These appeals include sexual innuendos, powerful images, or comforting displays which draw the audience into the desired product. After analyzing the ads within the Vogue January 2018 edition, an extremely popular fashion and lifestyle magazine, the demographics can be determined as a market with expensive taste. The graphics are extremely feminine and contain Fowles’s previously mentioned appeals, like the “need for prominence.” Although not all of the fifteen appeals apply to these advertisements, Fowles’s list is still valid and does not need revisions as the readership of Vogue magazine is just a small sample of the population. Through the appeals of each advertisement, this clear readership is developed, rather than using all of the Fowles’s appeals and not addressing the correct audience.

My artifact for society today is a bunch magazine advertisements because I feel like the world runs on advertisements. Our minds are constantly being sold to advertisers. Anywhere we look, we will always see some form of advertisement. Billboards, posters, magazine covers, and other print media are visible almost everywhere. If Julianne hough or Katy Perry never advertised for pro active would any of us really try it? I mean they’re famous and they would “never” lie to their fans right? If kate Hudsons photoshopped abs of steel were not on the front page cover of “Women's Health” would we really believe the capitalized bolded words under it that says “Crazy-Hot ABS! in 15 minutes - shortcuts to a lean, sexy belly” with a arrow to her abs. advertising

Pharmaceutical companies spend billions of dollars advertising pharmaceutical drugs to consumers, medical journals, and healthcare providers. In fact, according to Mahon’s publication “Impact of Direct-To-Consumer Advertising on Healthcare Providers and Consumers,” for every one dollar that pharmaceutical companies spent on advertising, the sales quadrupled to a shocking $4.20 (417). What is even more frightening, is that this extremely profitable return on advertisements is continuing to grow as pharmaceutical companies are increasing their spending on advertisements. As Fottler, Ford, and Heaton point out in the book “Achieving Service Excellence: Strategies for Healthcare,” the pharmaceutical industry is very competitive, so in order

3. The marketing tactics in the case include payments, gifts and other financial lures to doctors and government officials, off-label uses of drugs, overpricing of the drugs resulting in the higher costs of Medicaid and Medicare programs and false advertisement. All of these marketing tactics have resulted from the desire to increase revenue and profits for the firm. Although the main focus of a business is to maximize profits, these marketing methods have resulted in harm to the society and have resulted in unethical behavior. The direct-to-consumer advertisements can be justified to an extent. Through this the industry educates the public about various drugs and their benefits, it could help educate the general population, and in a world

In the Hunter/Gatherer section of Omnivore’s Dilemma, Pollan talks about what it takes to accomplish the task of developing a meal on his own; consequently, the people of today’s society are so used to the abundance of food that they have no idea what all is involved in establishing a full meal. Americans take this great abundance of food for granted, which causes an increased craving for more. This is where the world of advertisement has been the strongest. One of the easiest ways to reach people is through their food; therefore, major food industries try to lure people in at all costs just to buy their products. The Fast food industry is the

From the Pharmaceutical industry perspective direct-to-consumer advertising builds a sense of trust between consumer and drug manufactures; as well as providing consumers with knowledge of illnesses and treatment options. The Pharmaceutical Companies feel that exposing viewers/readers to a high level of symptoms it will prompt the consumers will create and open dialog with their physicians about their health issues, due to the advertisement consumers are aware of side effects allowing them under the guidance of a licensed physician make the best suitable drug option (DeGeorge pg320).

Food and Drug Administration (FDA) is the agency that many drug companies go to for advice before releasing any drug related TV ads. These ads are referred to as Direct-to-Consumer Ads(DTCA). According to the FDA, Direct to Consumer ads is published in magazines and newspapers that are distributed to a general audience rather than to healthcare providers such as doctors, nurses, and pharmacists. And can be advertised through television or radio, brochures, booklets, or pamphlets distributed to patients, caregivers, smartphones, computers and tablets.

Healthcare professionals look to the past research studies regarding direct to consumer advertisement (DTCA) for insight as to how to deal with patients. There have been studies that measured the patient’s behavior, the patient-physician relationship, and interpersonal communication, as it pertains to office visits encounters, most of which include socio-demographic analysis. More recently, researchers are starting once again to focus their attention on the progression of the interactive development between the patient and physician because the decision-making process is the focal point of what patient expect from clinicians. The literature reviewed in this study includes primary research and secondary analysis, which include different methods either hand survey and or via telephone.

to consumers. Every one of us have seen the commercials depicting a loving middle- aged couple holding hands by a lake or in a luxurious hot tub together. This brand of advertising known as Direct-to-consumer advertising or DTCA. DTCA is flooding our televisions , internet , and magazines. The spending of the pharmaceutical companies on marketing has surged significantly. Unquestionably, television ads are the most prominent form of health communication

I believe that the role of advertising is to create desire in consumers, rather than needs. These desires need not reflect the needs of the consumers at all. While there are elements of advertising that do not explicitly create desire some advertising may create awareness, for example, the primary role that advertising plays in our society is to manufacture desire. This paper will make the case that the role of advertising is to create demand; it is not a reflection of demand.

Direct-to-consumer advertising, or otherwise known as DTC advertising, is a form of advertising that directs its attention towards patients. Sometimes, DTC advertising refers to how pharmaceutical products are marketed. In chapter two of Drugs For Life - How Pharmaceutical Companies Define Our Health, Joseph Dumit describes how these DTC advertisements become a lucrative way of exploiting patients. In a world of ongoing mass pharmaceutical consumption, if merchants are able to persuade Americans to go to a doctor and request a prescription, “the marginal profits could potentially become more than enough to cover advertising costs.” (Dumit 56). Essentially, Dumit focuses on how grammar and certain images, produced by DTC advertisements, are successful in generating concern and anxiety, which in response drives people to seek medical

Direct response marketing is a marketing effort aimed at driving immediate action from specific action from the targeted audience. Such action could be an opt-in mail, calling to a provided phone number, clicking a link or buy the suggested product. It differs from mass market which simply reminds prospective customers of the existence of products and services for them to purchase. It runs on the idea that the more times clients see a particular ad, the more they are likely to buy. Direct response marketing on the other hand, targets a particular segment in the market and attempts to move the clients to act immediately