Scott Extra Soft Bath Tissue Mega Roll, 12 Roll Sheets, (Pack of 4)

!±8± Scott Extra Soft Bath Tissue Mega Roll, 12 Roll Sheets, (Pack of 4)

Brand : Scott | Rate : | Price : $50.60
Post Date : Dec 29, 2011 17:38:32 | Usually ships in 24 hours

Scott Extra Soft Bath Tissue Mega Roll- 12 rolls of 469 sheets (Case pack of 4)

• Discover a Whole New Softness!
• New SCOTT® Extra Soft tissue gives you softness that lasts.
• It's safe for septic tanks too, so it makes sense for your family.
• Long Lasting Rolls

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FMCG Marketing and Selling Strategies Questioned With Pharmaceuticals - Case Study

!±8± FMCG Marketing and Selling Strategies Questioned With Pharmaceuticals - Case Study

Big Pharma has enjoyed a bit of success borrowing tricks of the trade from mass marketers of FMCGs or fast moving consumer goods; products like toothpaste, mouthwash, cola, catsup, Charmin, candy bars and chocolate. You have seen the advertisements on TV for the latest new drugs; "If you have any muscle pain or weakness, ask your doctor about Zyxylitol and see if it's right for you!" Does this strategy work when trying to move pharmaceutical products?

Indeed, it does and it would not take a rocket scientist to realize that if it didn't work, the Big Pharma companies would not be spending 100s of million dollars a year with this form of advertising. Of course, there is a bit more going on behind the scenes. For instance, they have to make sure the doctors understand the products, and they do this by giving them samples and information; white papers, research report and technical articles in their journals of medicine and professional trade journals.

So, what happens is the consumer has a sore back, leg, unresponsive sexual organ or maybe a head ache and then he or she goes to the doctor to request this Zyxylitol product. The doctor has to answer the patient and tell him or her if they should be taking it. If the doctor says no, many times the patient consumer will say, "I want Zyxylitol, I need it, if you do not prescribe it, I'll get a new doctor!" Then the doctor thinks to themselves; "Whooh, slow down, what did the patient just say?"

This is one issue that ethicists question when it comes to marketing pharmaceuticals in the same fashion as FMCGs or fast moving consumer goods. Should Pfizer and GlaxoSmithCline be selling pharmaceuticals the way that Proctor and Gamble sells toilet paper? The jury is still out, but many believe such ads are causing hypochondriac emotional purchases and training people that if they don't feel good, they should be taking a drug.

Sure, this type of marketing is tried and proven and it helps Big Pharma make billions, it is a brilliant strategy and a great study in what works, still we must understand the realities and consider the unintended consequences. Perhaps this is something you might consider.

FMCG Marketing and Selling Strategies Questioned With Pharmaceuticals - Case Study

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Charmin Sensitive Toilet Paper Rolls 6 Giant Rolls, (Pack of 8) 48 Total Rolls

!±8± Charmin Sensitive Toilet Paper Rolls 6 Giant Rolls, (Pack of 8) 48 Total Rolls

Brand : Charmin | Rate : | Price : $55.92
Post Date : Dec 13, 2011 17:54:06 | Usually ships in 24 hours

A soothing clean. Charmin Sensitive contains soothing lotion with a touch of aloe and Vitamin E. It has also been dermatologist-tested to be gentle on sensitive skin. Charmin Sensitive toilet paper provides a soothing clean to help pamper skin.

• Contains gentle and soothing lotion with a touch of aloe and vitamin E
• Dermatologist tested to be gentle on sensitive skin
• 6 Giant Rolls of charming sensitive toilet paper
• Has earned the good housekeeping seal
• Unscented; Septic safe

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Sometimes Less is More

!±8± Sometimes Less is More

This morning a full page ad consisting of only 9 words, one graphic, a logo and A LOT of white space, caught my eye.

Apparently Mr. Whipple is no longer with us. On page 12D of USA Today (yes, I'm traveling and it's the morning paper I found outside my door) a cleverly placed add, packs a punch.

The graphic is one of the Charmin bears, roll of tissue in hand, dabbing a teary eye with quilted toilet paper. Below the graphic the text reads: In memory of Dick Wilson. "Mr. Whipple" 1916-2007. Then, of course, the signature "Charmin" font treatment logo.

I understand the importance of using your real estate in advertising effectively. I know it makes sense to say whatever you need to say to make the sale. At the same time, I cannot discount how emotional impact can help shape and support a brand. More... I found myself remembering Mr. Whipple and oddly felt an emotional connection with the weeping animated bear. I'll probably hear "Don't squeeze the Charmin" for the rest of my drive back to Idaho, today.

I am continuously asked if long copy out-performs short copy. Direct response authorities Dan Kennedy and Bill Glazer have statistical proof that it does. And, at the same time, short copy can pack quite a punch, especially if the short copy hits an emotional chord.

While the full page Charmin ad, sporting tons of white space, minimal words and graphics might not be designed to sell, it will do so by default. The ad agency handling this account is well aware of the nostalgic feelings "Mr. Whipple" brings. Creating emotions in the cartoon bear connects women to the product (after all, in most two person households, women are the TP purchasers). Plus, a tasteful farewell to an advertising icon positions the company as caring. These elements coupled with the softness of Charmin, definitely sells.

My point: Use both long and short copy when appropriate. My background started in traditional ad agency "short copy" mentality. Studying the direct response masters like Kennedy and Glazer (and implementing long copy tactics) has proved to be quite profitable. For the most part, I masterfully blend the two to create messages that support my own personal flair.

Do what works for you and your business.

Sometimes Less is More

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