• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Zeneca's DTC Advertising of Nolvadex

Extracts from this document...

Introduction

Zeneca's DTC Advertising of Nolvadex Q1- What uncertainties (medical and regulatory) did Zeneca face when they decided to advertise Nolvadex direct to consumers? Did the company decisions appropriately take these into consideration when designing the ad. campaign? Q2- What ethical and social ramifications were relevant in developing the ad. Campaign? Were these issues adequately addressed? Q3- Were the Nolvadex ads. irresponsible as the breast cancer activists claimed? Q4- How should Zeneca have managed the protests of the breast cancer activists? Executive Summary This report is prepared about Zeneca direct to consumer advertising campaign for Nolvadex. During the development of this campaign they had to face uncertainties from regulatory and medical point of view. Firstly this report has highlighted these issues in regulatory and medical point of view and also looked at company's decisions when designing the advertising campaign. Secondly it has analysed some issues regarding ethical and social point of view which were raised during the development of advertising campaign and how did company address? Thirdly report has analysed protest from activist groups as they claimed irresponsible campaign and at the end it has come with possible and suitable recommendations for managing the protest of the breast cancer activists. Table of contents Introduction-------------------------------------------------------4 Findings------------------------------------------------------------4 Uncertainties from medical--------------------------------------4 Uncertainties from regulatory-----------------------------------5 Zeneca's decision on DTC campaign------------------------------7 Ethical and social ramifications and Zeneca's response for ...read more.

Middle

FDA's guide lines were influencing the Zeneca's decisions on advertisement campaign. They were trying to follow FDA's regulations but other side they had ignored physicians and activist groups during the development of DTC advertisement campaign and later Zeneca's campaign was concern by these independent groups. They had tried to make branded ad but due to the regulatory it was required full information regarding drug. They were feared that if they disclosed the information regarding drug's benefit and risk it would affect the advertisement effectiveness. That's why they decided not do the branded advertisement. Zeneca's unbranded advertisement was less concern by regulatory in terms of disclosing drug's information but more concern by activist groups because of incomplete information. Also assumptions in advertisement were not appropriately taken into consideration e.g. "women care their body shape more then health or you can only get breast cancer if you have family history" which were concerned by regulatory and activist groups. In brief Zeneca had taken inappropriate decision regarding DTC advertisement campaign. They did not involved patients, physicians, distributors and advocacy groups before developing DTC campaign. They had followed the rules and regulations of FDA but failed to take physicians, patients and activist groups in confidence. 2-Ethical and social ramifications and Zeneca's response for these issues As it mentioned above regarding Zeneca's decisions on DTC advertising campaign were not appropriate which raised some ethical social questions. ...read more.

Conclusion

had done some research on focusing group to understand how women felt about breast cancer but the should do more research on physicians, women and activists groups about their views for Nolvadex and its advertisement before developing DTC campaign o They should protect the confidentiality of patient information because DTC enables drug companies to collect the name of patients and it also encourages them to seek from pharmacies or other sources, the name of patients taking their drug or a competitor's drug o They should avoid unbranded advertisement which could mislead the message to women. Zeneca should use branded advertisement with fair balance of drug benefits and risk and also they should take some responsibility for potential drug's risks. Because if they mention the brief summary about drug then women will get right message, physicians and patients will trust on Nolvadex o They should avoid any noise in whole communication process like incomplete information or incorrect assumptions which could be concern by activist groups o They should be consistence and try not to make any incorrect assumptions which can be concern by regulatory and activist groups. They should use accurate communications of drug indications. To meet this standard, a commercial must mention the limitation on indications. They should make sure that commercial will provide equally prominent and equally communicative language for benefits and risks. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    I did primary research by giving out questionnaires to 15 people all aged 16 or 17. These were distributed in school. The data that I have received is useful as it shows me how many people buy coke and at what quantities and price.

  2. Why has the Got Milk? campaign been so successful?

    Develop at least two new ideas. Be certain to specify the target the audiences, campaign objectives, message themes, and appropriate media to use. a) Theme : the good effects of the milk A teasing ad can be appropriate, opposing a man ( or a family) who is used to drinking milk and who is in perfect health and an hill man (or a family)

  1. This essay concerns a semiotic analysis of advertisements whose similarity is based on the ...

    to be a pragmatic one, in that its signifiers have particular relevance with regards to the context of the advert. One such group of signifiers is the advertisement's colours. Unlike the subtle feminine colours of the Dune advert, the Extreme Polo Sport is consists of a bold, aggressive colour scheme of black)

  2. Analysing TV Advertising - The Guinness surfers advertisement and the Levis Odyssey Advertisement, directed ...

    Sometimes it takes you a while to adjust, and you realize that as they appear to be running along the ground, they are actually running up a tree or a wall. This adds to the whole drama of the advertisement, it is very epic with its incredible editing and special

  1. Influences and effects of advertising on children's health and psychology: Body Image and Diet.

    to chains (http://news.bbc.co.uk/1/hi/health/background_briefings/food_safety/264136.stm); established by Walt Anderson and Billy Ingram on the September 13th 1921 in Witchita, Kansas. Obviously since this time many other chains have risen to the top of the industry and now dominate our towns and city than they'll spend on films, books, magazines, newspapers, videos, and recorded music combined."

  2. Corporate Video

    before the entire production that I make the last week or two an emergency back up weeks, just encase we get behind on schedule or we need more time to edit or reshoot footage. Before going to see the client and discuss the specifications and expectations, I wanted to finish

  1. Evaluation of Make-up Ad Campaign

    Another idea is to have it launched in the winter when there would be a high demand due to Christmas gifts and party season to look glamorous. We chose the name "Glamour and Graffiti" as it sounds a bit edgy but still classy enough for people to want to by

  2. Viral Marketing

    it has to say something. It's not so much about just banging on the product." Asa Bailey, U.K. based Viral Advertising Association. Interviews with Top Interactive Marketing Agencies As part of this project, some of the top agencies in this field were contacted over email and telephone.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work