ACK

Certificate

Company profile

Advertising in pharma industry

1) Overview of pharma industry 2) Indian pharma industry 3) Marketing in pharma 4) Advertisement in pharma industry a) Overview of advertisements b) In pharma
5)

Project on MSD elocon

6) Research work 20 mr 7) Conclusiomn

8) Brand medicine: the role of branding in the pharmaceutical industry
9) By Tom Blackett, Rebecca Robins 10) 11) 12) 13) http://www.scribd.com/doc/6917017/Tata100307
Devendra_Belani_2656

http://www.drugs.com/elocon.html http://www.webmd.com/drugs/drug-4835-Elocon+Top.aspx?

drugid=4835&drugname=Elocon+Top 14) http://www.authorstream.com/Presentation/sourabh990-128805-ad-

agency-presentation-education-ppt-powerpoint/ 15) 16) http://www.docstoc.com/docs/22707907/MBA-Project-on-Advertising http://www.ascionline.org/index.php/asci-industry

17)

http://www.docstoc.com/docs/3414257/TYPES-OF-ADVERTISING-

AGENCIES 18) http://www.mbaknol.com/marketing-management/types-of-advertising-

agencies/

ABSTRACT
Pharmaceutical industry mechanics are changing at an incredible rate. Millions of dollars are being spent in drug discovery, which is followed by a rigorous clinical trial process leading up to the drug administration agencys approval to allow the drug to hit the market. The drug development process thus has a typical cycle time of 10-15 years. A great deal more is spent on marketing these drugs to boost sales. The window of profitability lies only until the patent is alive after which generic companies can manufacture and market the same drug. To maximize revenue returns, drug-marketing cycle needs to be more efficient. Over the years, revenue per sales person is falling and sales force effectiveness is reducing. While sales representatives are being added, the increase in revenue is not aligned to this cost. Companies are looking at initiatives to increase revenues without increasing sales headcount, by reducing operational costs and other downtime. While most other sectors have taken up Business Intelligence and Performance Management drives more easily, Pharmaceutical firms have been a little reluctant

to embracing this emerging technology. The current shift in the marketing strategy is work by multinational pharmaceutical Companies .It is now high-end (rather than adaptive) development that is being carried out by leading companies. And, increasingly, other companies are finding themselves competing against, or working with, new innovation-based companies.

INTRODUCTION
The pharmaceutical industry is the world's largest industry due to worldwide revenues of approximately US$2.8 trillion. Pharma industry has seen major changes in the recent years that place new demands on payers, providers and manufacturers. Customers now demand the same choice and convenience from pharma industry that they find in other segment

Revenue Rank 2008 1 2 3 4 5 6

Company

Country

Total Revenues(USD millions) 67,809 53,324 45,987 44,200 42,813 37,020

Pfizer Novartis Merck & Co. Bayer GlaxoSmithKli ne Johnson

USA Switzerlan d USA Germany United

Kingdom and USA

7 8 9 10

Johnson Sanofi-Aventis France HoffmannLa Switzerlan Roche AstraZeneca Abbott Laboratories d United Kingdom USA

35,645 33,547 26,475 22,476

The Indian pharmaceutical industry today is in the forefront of nations sciencebased industries with wide ranging capabilities in the complex field of drug manufacture and technology. A highly organized sector, the Indian pharmaceutical industry is estimated to be worth $4.5 billion, growing at about 8-9% annually. The Indian pharmaceutical industry ranks very high in the third world in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made indigenously. Playing a key role in promoting and sustaining development in the vital field of medicines, the Indian pharmaceutical industry boasts of quality producers, and many units are approved by regulatory authorities of United States of America and United Kingdom. Indian companies have stimulated, assisted and spearheaded this dynamic development in the past 55 years and helped to put India on the pharmaceutical map of the world. The Indian Pharmaceutical sector is highly diversified with more than 20,000 registered units. It has expanded drastically in the last two decades. The leading 250 pharmaceutical companies control 70% of the market, with market leader holding nearly 7% of the market share. It is an extremely fragmented market with severe price competition and government price control. The pharmaceutical industry in India meets around 70% of the countrys demand for bulk drugs, drug intermediates, pharmaceutical formulations, and chemicals. There are 250large

units and about 8,000 small-scale units that form the core of the pharmaceutical industry in India (including 5 central public sector units).\ These units produce the complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations. Indian Pharmaceutical Industry is poised for high consistent growth over the next few years, driven by a multitude of factors. Top Indian Companies like Ranbaxy, DRL CIPLA and Dabur have already established their presence. The pharmaceutical industry is a knowledge driven industry and is heavily dependent on Research and Development for new products and growth. However, basic research (discovering new molecules) is a time consuming and expensive process and is thus, dominated by large global multinationals. Indian companies have only recently entered the area. The Indian

pharmaceutical industry came into existence in 1901, when Bengal Chemical & Pharmaceutical Company started its maiden operation in Calcutta. The next few decades saw the pharmaceutical industry moving through several phases, largely in accordance with government policies.

Ran k

Company

Revenue 2010(Rs cro re)

1 2

Ranbaxy Laboratories Dr. Laboratories

4,198.96

Reddy's 4,162.25

Cipla

3,763.72

4 5 6 7 8 9 10

Sun Pharmaceutical Lupin Ltd Aurobindo Pharma GlaxoSmithKline Cadila Healthcare Aventis Pharma Ipca Laboratories

2,463.59 2,215.52 2,081.19 1,773.41 1,613 983.80 980.44

Commencing with repackaging and preparation of formulations from imported bulk drugs, the Indian industry has moved on to become a net foreign exchange earner, and has been able to underline its presence in the global pharmaceutical arena as one of the top 35 drug producers worldwide. Currently, there are more than 2,400 registered pharmaceutical producers in India. There are 24,000 licensed pharmaceutical companies. Of the 465 bulk drugs used in India, approximately 425 are manufactured here. India has more drugmanufacturing facilities that have been approved by the U.S. Food and Drug Administration than any country other than the US. Indian generics companies supply 84% of the AIDS drugs that Doctors without Borders uses to treat 60,000 patients in more than 30 countries.

However, total pharmaceutical market is as follows:

It is very much evident from above fig.1 that chronic therapy area (Gastro Cardiac, Respiratory, Neuro Psychiatry and Ant diabetics) is dominating the market in long run.

The Changing Pharmaceutical Industry Pharmaceutical firms often correlate their sales force size with the success of sales and marketing drives. Over the years, it has been found that size of the sales force alone cannot tackle competition. While the sales representatives are being added, increase in revenue is not aligned to this cost and revenue per sales person is falling. As is indicated in the graph (fig 1) (Source: Eye For Pharma) increase in Sales Force Effort after a certain period only leads to marginal improvement in sales response.

Figure 1 - Sales Response vs. Sales Force Effort (Source: Eye For Pharma)

The Pharmaceutical Industry spends more than $10 billion, largest amount spent on sales force by any industry .Marketing spend is 2.5 times the R&D spend for top 9 pharmaceutical firms. Adding to this are the increased regulatory issues and faster patent expirations facing pharmaceutical firms, which lead to longer review cycles followed by shorter periods to corner a market.

As practitioners are becoming overwhelmed with the increasing number of patients, they have very little time to spend with sales representatives learning about new drugs. Apart from doctors, hospitals, regarding clinical new administrators as well and who patients are make decisions drugs becoming increasingly

participative about their treatments. Therefore, at a time when clinical trials are already becoming more complex and data intensive sales force optimization has become a big challenge Advantage India Competent workforce: India has a pool of personnel with high managerial and technical competence as also skilled workforce. It has an educated work force and English is commonly used. Professional services are easily available. Costeffective chemical synthesis: Its track record of development, particularly in the area of improved cost-beneficial chemical synthesis for various drug molecules is excellent. It provides a wide variety of bulk drugs and exports sophisticated bulk drugs. Legal & Financial Framework: India has a 53-year-old democracy and hence has a solid legal framework and strong financial markets. There is already an established international industry and business community. Information & Technology: It has a good network of excellent educational institutions and established strengths in Information Technology. Globalization: The country is committed to a free market economy and globalization. Above all, it has a 70 million middle class market, which is continuously growing. Consolidation: For the first time in many years, the international pharmaceutical industry is finding great opportunities in India. The process of consolidation,

which has become a generalized phenomenon in the world pharmaceutical industry, has started taking place in India.

Pharma Marketing Process And Its Challenges While many pharmaceutical companies have successfully deployed a plethora of strategies to target the various customer types, recent business and customer trends are creating new challenges and opportunities for increasing profitability. In the pharmaceutical and healthcare industries, a complex web of decisionmakers determines the nature of the transaction (prescription) for which direct customer of pharma industry (doctor) is responsible. Use of medical representatives for marketing products to physicians and to exert some influence over others in the hierarchy of decision makers has been a time-tested tradition. Typically, sales force expense comprises an estimated 15 percent to 20 percent of annual product revenues, the largest line item on the balance sheet. From organizational perspective the most prominent performance related issues are a) Increased competition and shortened window of opportunity. b) Low level of customer knowledge (Doctors, Retailers, Wholesalers). c) Poor customer acquisition, development and retention strategies d) Varying customer perception. e) The number and the quality of medical representatives

f) High training and re-training costs of sales personnel. g) Very high attrition rate of the sales personnel. h) Busy doctors giving less time for sales calls. i) Absence of analysis on the amount of time invested on profitable and not-so profitable customers and lack of time-share planning towards developing customer base for future

The Growth Scenario The Indian growing and aged population is expected to reach more than 1.4 billion by 2020. The population in India is even forecast to become larger than China (today 1.3 billion) after 2035, thus becoming the worlds most populous country with 1.6 billion Indians. The percentage of people aged 65 and above will increase from 4.3% to 6.3% till 2020.The healthcare expenditure in India is expected to increase from approximately US$ 44 billion in 2009 to US$ 53 billion by the end of 2010. Indias per capita spending a year on medicine is expected to increase from US$ 15 in 2009 to US$ 31 in 2014.

Steps To Strengthen The Industry Indian companies need to attain the right product-mix for sustained future growth. Core competencies will play an important role in determining the future of many Indian pharmaceutical companies in the post product-patent regime. Indian companies, in an effort to consolidate their position, will have to increasingly look at merger and acquisition options of either companies or products. This would help them to offset loss of new product options, improve their R&D efforts and improve distribution to penetrate markets. The marketing of medication has a long history. The sale of miracle cures, many with little real potency, has always been common. Marketing of legitimate nonprescription medications, such as pain relievers or allergy medicine, has also long been practiced. Mass marketing of prescription medications was rare until recently, however. It was long believed that since doctors made the selection of drugs, mass marketing was a waste of resources; specific ads targeting the medical profession were thought to be cheaper and just as effective. This would involve ads in professional journals and visits by sales staff to doctors offices and hospitals. An important part of these efforts was marketing to medical students.

Direct And Indirect Marketing To Health Care Providers Physicians are perhaps the most important component in pharmaceutical sales. Influencing the physician is the key to pharmaceutical sales. Historically, a large pharmaceutical sales force did this. A medium-sized pharmaceutical company might have a sales force of 1000 representatives. The largest companies have tens of thousands of representatives around the world. Sales representatives called upon physicians regularly, providing information and free drug samples to the physicians. This is still the approach today; however, economic pressures on the industry are causing pharmaceutical companies to rethink the traditional sales process to physicians. There are several channels by which a physician may be influenced, including self-influence through research, peer influence, direct interaction with pharmaceutical companies, patients, and public or private insurance companies. There are also web-based instruments that can be used to determine the influencers and buying motives of physicians. There are a number of firms that specialize in data and analytics for pharmaceutical marketing.

THE PHARMACEUTICAL PRODUCT LIFECYCLE

Pharmaceutical marketing activities depend largely on the stage in which a particular product is within the product lifecycle. Following represents a generic pharmaceutical product lifecycle. (Products may vary greatly and the lifecycle stages may not manifest uniformly for all products)

Introduction Stage: A new product is introduced to the physicians and either cures a disease in a different manner than existing therapies or is a very new treatment in its own right. At this stage, sales future is uncertain and direct competition is very low.

Growth Stage: The new product receives widespread acceptance from the medical community and number of competitors increase. Promotion activities at this stage focus on advocating their own brands and sales volumes increase.

Maturity Stage: The effectiveness of the product is well established at this stage and promotional activities focus on selling the product to large volume buyers. Competition on the product line reaches an all time high.

Saturation Stage:

The product is typically used for all indications it is found useful for at this stage. A number of product variants such as dermatological, tablets, capsules etc. appear and promotional activities focus on adding extra value.

Decline: Decline may or may not happen and is primarily caused by identification of certain areas where the product was thought to be effective but is not. Some competitors leave the market at this stage.

As indicated in figure (3) increase in sales volume is highest at the Growth stage and becomes stable at the Maturity stage before falling gradually at saturation stage when generic marketing takes hold. It is at this stage that new products must be launched to sustain the organizations steady growth.

MARKETING MIX
Pricing: The New Era Pharmacy's prices will be better than traditional pharmacies. Distribution:

The products should be distributed throughout the nation. Advertising and Promotion: The most successful advertising campaigns will be targeted advertisements. Customer Service: Obsessive customer service is the norm. All employees have to be trained to ensure that all customer's expectations are exceeded. This will occur at any short term expense, realizing that this is needed to build a successful business.

SWOT ANALYSIS

SALES AND MARKETING OF PHARMA PRODUCTS

Pharmaceutical Sales and Marketing processes can be classified under three main categories: Business-to-Business Marketing

 Sales

Figure 2 - Pharmaceutical Sales and Marketing Business Process Spectrum B2B: The onus of winning large deals lies on B2B sales. B2B specialists constantly work with large hospitals, clinics, managed care, and ILTC facilities to build and sustain long-term relationships and negotiate multi-million dollar contracts. Sales: Pharmaceutical sales force is perhaps the most dynamic work force across all verticals. Sales function today is not just about sampling and detailing the drugs to the doctors. It has taken a completely new dimension in using the latest technology and multimedia to target the most influential physicians and converting them into high volume prescribers. Marketing: Pharmaceutical marketing is a strategic function. The marketing efforts vary from campaigning for a new product launch to conducting Direct-toCustomer road shows promoting patient awareness. The organic growth of the internet and google-ization (extensive internet searches using engines such as

Google) of masses has made the consumer highly informative and curious about patient treatment. The traditional DTP route of marketing the drug to the doctors has gradually yet significantly shifted to innovative DTC marketing. The pharmaceutical consumer marketing in itself is more challenging than conventional DTC. As shown in Figure (2) consumer marketing is any intervention that influences consumer attitude/behavior towards an Rx product. This makes it more complex as compared to marketing in other industry sectors. The subtle marketing channels such as gaining interest of various thought leaders to generate favorable ideas on a drug are being employed by almost all pharmaceutical majors.

Controversy The mass marketing to consumers of pharmaceuticals is controversial. It is banned in over 30 industrialized nations, but not in the US and New Zealand, which is considering a ban. Some feel it is better to leave the decision wholly in the hands of medical professionals; others feel that consumer education and

participation in health is useful, but consumers need independent, comparative information about drugs (not promotional information). For these reasons, most countries impose limits on pharmaceutical mass marketing that are not placed on the marketing of other products. In some areas it is required that ads for drugs include a list of possible side effects, so that consumers are informed of both facets of a medicine. The number and persistence of pharmaceutical representatives has placed a burden on the time of physicians. "As the number of reps went up, the amount of time an average rep spent with doctors went downso far down, that tactical scaling has spawned a strategic crisis. Physicians no longer spend much time with sales reps, nor do they see this as a serious problem."

Marketing strategies

What is the secret behind these successes? For one, the company operates in niche formulations (chronic) segments such as psychiatry, cardiovascular, gastroentology and neurology. While most of the top Indian companies have

focused on antibiotics and anti infectives (acute), but few also focused on therapeutic areas such as depression, hypertension and cancer. While the industry was affected to a large extent by a slowdown in the domestic formulations market, Sun Pharma logged a growth of 26% in revenues. Over the years Sun has also used the strategy of acquisitions and mergers to grow quickly. It acquired Knoll Pharmas bulk drug facility, Gujarat Lyka Organics, 51.5% in M. J. Pharma, merged TamilNadu Dadha Pharma & Milmet Labs and acquired Natcos brands. Post Merger with TamilNadu Dadha Pharma the company gained presence in gynecology and oncology segments. One of the constants of pharmaceutical company strategy over the past decade has been increasing scale. Only by growing larger are companies able to afford the considerable costs of drug development and distribution. Within this broad approach, at least two business models are discernable:

The second picture presents market share of top therapeutic segment in the year 2001 with projection made for year 2010.However product choice will depend largely on the internal capabilities of the companies. Here it is very much evident from this projection that lots of opportunities lies with chronic therapy segment however growth is initially slow but it may generate good revenue in long run. (i) Super Core Model involving the search for, and distribution of a small number of drugs from Chronic Threapy Area that achieve substantial global sales. The success of this model depends on achieving large returns from a small number of drugs in order to pay for the high cost of the drug discovery and development process for a large number of patients. Total revenues are highly dependant on sales from a small number of drugs. (ii) Core Model in which a larger number of drugs from Acute Threapy Area are marketed to big diversified markets. The advantage of this model is that its success is not dependant on sales of a small number of drugs.

Marketing Approaches Of Super Core Model

In pharmaceutical market, there has been a significant shift from Acute towards Chronic Therapy area. Chronic segments are driving the growth of the market as leading prescribers in these segments are specialists as opposed to general practioners. Medical representatives are rearranged throughout the new companies. Some of the sales representatives are now afraid of losing their job, due to the changing scenario and the possible layoffs. On the other hand, the new, bigger, pharmaceutical companies are competing more and more with one another, and, in order to stress their products, might adopt a more aggressive sales strategy. For example, sometimes in the same geographical area there are five representatives for just one company, or different representatives for the same drug in different settings. As a result of the new, aggressive strategy, the aggressiveness of representatives has also been increasing, since the larger stress exerted by their companies might affect their stay in the company. Therefore, they tend to have more frequent visits to encourage doctors to prescribe drugs and thus increase sales. In this model medical representatives are the key actors for example in a small oncology unit almost 40 sales representatives interacting with doctors, and most of them are coming for a visit on a regular once-a-month basis as this is the restriction put by doctors of meeting only once in a month that to on a fix time only, in order to stress the usefulness of their products and push clinicians towards the use of their drugs. This means that, basically, there are at least two representatives every day in busy clinic asking for a short meeting to support their product. Pharmaceutical marketing is a specialized field where medical representatives form the backbone of entire marketing effort. Pharmaceutical companies also appoints medical representatives and assign them defined territories. Medical representatives meet doctors, chemists and stockiest as per company

norms.Medical representatives try to influence prescription pattern of doctors in favor of their brands. Here patient is end customer and doctor is direct customer for any pharmaceutical company. Nevertheless, for doctor customer is more important so he wants an effective supply chain management from prescribed company. For marketing of these type of products companies require more and more skilled field force to develop good rapport with their direct customer (doctor). Moreover field force should have good product knowledge and USP of their products over other so as to convince doctors and PULL the demand for their products i.e. from Doctor to Retailer to Stockist to CFA to company. Pull System Working In Chronic Therapy Segment CORE CUSTOMER (Doctor) END-CUSTOMER (Patient) NONCORE CUSTOMER (Retailer) CUSTOMER (Stockist) CUSTOMER In this system, doctors are the core customers and the major thrust is given to build and retain these customer because they are pulling the demand for products hence companies also give main emphasis in building and retaining these customers. For retaining and developing customers, the companies normally provide gifts like sponsorship for various conferences like RSSDI, FOGSI, APICON, UPCON etc.

Marketing Approaches Of Core Model In present scenario companies are focusing more and more on the availability of products so as to enjoy good image in their cutomers (doctors) chamber.For marketing of these type of products companies require more and more field force to remind their products on daily basis to their direct customer (doctor). Moreover field force should have good knowledge of product schemes and offers. Also field force is required to have a good rapport with retailers. Field force also required to ensure good availability of their products to convince doctors and PUSH their products i.e. from to Stockist to Retailer to Doctor.It has been observed that sometimes there are more than fifteen or sixteen representatives in a day are meeting with their customer and requesting for same type of products. The doctors are, in general, sneaking away, trying to hide from sales representatives, since there are too many, they are too pushy, and there is too little time, and the representatives probably have noticed that the reluctant doctors have always less time for short meetings and less interest and tend to reduce the time of the visit . The relationship between clinicians and representatives has always been good and pharmaceutical companies have provided, and still provide, the major economical support for customers' continuous medical education. Something needs to be done to find a solution to this problem that takes into account the needs of both pharmaceutical companies and their representatives on one side and physicians on the other, for a better professional interaction.

Push System Working In Acute Therapy Segment In this system, doctors and retailers are the core customers and the major thrust is given to build and retain these customers. Here retailers are also core customer as most of the times they are substituting the products based on their own discretion. For retaining and developing customers, the companies normally provide gifts like sponsorship for various conferences like small gifts & sponsorship to remind the products on daily basis. CORE CUSTOMER (Doctor) END-CUSTOMER (Patient)

CORE CUSTOMER (Retailer)

CORE CUSTOMER (Stockist) CUSTOMER (C & FA)

Normally the chances of dumping of goods at stockist and retailer level are reported also payment recovery of companies is also not very good. Supply Chain Managers can provide considerable value to their companies by understanding the customers' delivery

requirements. A very powerful tool for understanding these requirements is account segmentation. A company can use account segmentation to identify market segments Such as Acute & Chronic therapy market. Which is well positioned to serve and then organize its product range and even SKUs and service in a superior way.

ADVERTISING
Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional magazines, television media; including mass media such as newspaper, commercial, radio advertisement, outdoor

advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement.

Types of advertising
Advertising is the promotion of a companys products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows: Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Thus, several reasons for advertising and similarly there exist various media which can be effectively used for advertising? Based on these criteria there can be several branches of advertising. Mentioned below are the various categories or types of advertising. Mainly advertisements fall into two main categories digital and print advertisements which are further classified as follows:-

Digital advertising
Television advertising / Music in advertising The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. Television advertisements have been very popular ever since they have been introduced. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted. The majorities of television commercials feature a song or jingle that listeners soon relate to the product

Advertising on television usually means running a TV commercial, typically between 15 and 60 seconds in length, but TV advertising can also include sponsorships and product placement within television shows.

Radio advertising Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. Some of the popular radio stations are as follows : Radio mirchi Radio city Red fm Fm rainbow Radio one Big 92.7

Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search, banner ads, Rich Media Ads, Social network advertising, ads, online, advertising networks and e-mail marketing, including e-mail spam.

Product placements
Covert Advertising Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. There is no commercial in the entertainment but the brand or the product is subtly showcased in the entertainment show. Some of the famous examples for this sort of advertising have to be the appearance of brand Nokia which is displayed on Tom Cruises phone in the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Aston Martin cars are featured in recent James Bond films, most notably Casino Royale.

Hayabusa in Dhoom, John Abraham uses Hayabusa in the movie as a thief, from that time only many of Indians came to know about that bike.

Surrogate Advertising Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Common examples include Fosters and Kingfisher beer brands, which are often seen to promote their brand with the help of surrogate advertising.

Physical advertising
The print media have always been a popular advertising medium. Advertising products via newspapers or magazines is a common practice

Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Another form of press advertising is the Display Ad, which is a larger ad (can include art) that typically run in an article section of a newspaper

Billboard advertising:
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.

Mobile billboards
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including: Target advertising, One-day, and long-term campaigns, Conventions, Sporting events, Store openings and similar promotional events, and Big advertisements from smaller companies

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and instore video displays.

Coffee cup advertising

Coffee cup advertising is any advertisement placed upon a coffee cup that is distributed out of an office, caf, or drive-through coffee shop. This form of advertising was first popularized in Australia, and has begun growing in popularity in the United States, India, and parts of the Middle Eas

Celebrity branding
Celebrity branding is a type of branding, or advertising, in which a celebrity uses his or her status in society to promote a product, service or charity. Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, and/or using his or her name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Many singers, models and film stars now have at least one licensed product or service which bears their name.

Public Service Advertising Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on .Oglivy once said, "Advertising justifies its existence when used in the public interest - it is much too powerful a tool to use solely for commercial purposes.". Today public service advertising has been increasingly used in a non-commercial fashion in several countries across the world in order to promote various social causes

Advertising Agency
Getting the best out of advertising is a highly skilled job. It requires the inputs of experts in many different fields like writers, artists, photographers, designers, television production crews and many others. Even the biggest advertisers cannot afford to employ all these experts. Almost all advertising is therefore arranged through an advertising agency which provides the necessary skill to turn the message into a memorable and effective advertisement. Advertising has not only come to reflect pop culture but has also become an important element of economic growth. Today, every person connected with the Indian economy or public should be fully aware what advertising really is and why effective advertising campaigns can be performed by full-service advertising agencies. Advertising agency is one of the most important components of advertising industry. It has played a significant role in the development of modern advertising. The advertising agency has evolved to provide the specialized knowledge, skills and experience needed to produce effective advertising campaigns. It provides a quality range of service greater than any single advertiser could afford or would need to employ. An advertising agency is a firm that specializes in the creation, design and placement of advertisements, and in the planning and execution of promotional campaigns for products and services of their clients. The Association of Advertising Agencies of America (AAAA) defines advertising agency as An independent business organization composed of creative and business people who develop, prepare and place advertising media for sellers seeking to find customers for their goods and services. The glamour, the unlimited expense accounts, and the exhilarating lifestyle all these popular portraits of life in the big-time advertising agency are misleading. Advertising is demanding, challenging, hard work. It is also

interesting and fulfilling. Advertising requires a mix of personal abilities, considerable business skills, and an ability to work under pressure to meet deadlines. Compared to larger industries, there are never many entry-level positions open in advertising agencies (dozens rather than hundreds). And competition is stiff. The industry, however, is constantly on the look 15 Project Report on Advertising Agency out for skilled, bright, articulate, creative and personable men and women with a wellrounded education and a good business sense. An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for their clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, nonprofit organizations and government agencies. Agencies may be hired to produce single ads or, more commonly, ongoing series of related ads, called an advertising campaign.

Advertising Process
The advertising process for professional staff and faculty positions involves five basic steps: 1. Writing an Ad 2. Getting Approval for the Text of the Ad 3. Estimating the Cost of the Ad 4. Placing Ads & Posting Announcements 5. Paying for Ads

STAGE

WORK PERFORMED AT STAGE

Briefing from the client Internal briefing to the creative and media Any research briefing if required Ad campaign and media plan development Internal review and finalization Presentation to client and approvals Any pre-testing if required Budget and estimate approvals Production of film, press ads, collaterals Media Scheduling and media booking All release approvals for creative & media Material dispatch to media Media release monitoring Any post-testing if required Billing and collection

Briefing Stage

Creation Stage

Production Stage

Post Production Stage

Types of advertising agencies

Ad agencies come in all sizes, from small one- or two-person shops to large multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Interpublic Group of Companies and Havas. Some agencies specialize in particular types of advertising, such as print ads or television commercials. Other agencies, especially larger ones, produce work for many types of media. Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms have been classified by some as 'agencies' due to the fact that they are creating media and implementing media purchases of text based (or image based in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency' however with the creation of ads (either text or image) and media purchases they do qualify technically as an 'advertising agency' as well as recent studies suggest that both SEO and SEM are set to outpace magazine spending in the next 3-5 years. Not all advertising is created by agencies. Companies that create and plan their own advertising are said to do their work in house. Today selection of ad-agency is very difficult. The advertiser should make list of all possible agencies that can serve his purpose and the agency best qualified to provide required and effective services are selected. Some advertiser may select more than one advertising agency to handle effectively the various product lines.

PHARMACEUTICAL ADVERTISING NEED OF PHARMA ADVERTISING

During the 1980s and 1990s, the pharmaceutical industry developed and launched products that provide the ability to treat people with many symptoms associated with chronic diseases. For example, products known as beta-blockers and ACE-inhibitors provided the first highly effective means to treat hypertension. There is substantial evidence that over the past 15 years, products

such as these have contributed significantly to a higher quality of life for millions of people. However, taking medications for chronic disease for many people requires a lifelong consumption of these products to maintain the improved quality of life. Advertising of life-saving drugs and pharmaceuticals will help millions of people throughout the world to lead a happy and healthy life.

ADVERTISING OF PHARMACEUTICALS IN INDIA

The Indian market poses a challenging task to the advertising industry. The advertising message has to reach a billion people, speaking more than 18 different languages and scattered all across the Indian subcontinent. The literacy level also varies from above 90% in some states to below 40% in other states. The per capita income varies from US$90 in poor states up to US$450 in some rich North Indian states like Uttar Pradesh, Delhi, etc.

Advertising of drugs and pharmaceuticals is really a big challenge. The current Indian population has crossed the one billion mark. For public awareness, providing the basic information about safety and efficacy of drugs is a very difficult task. Currently, pharmaceutical companies, in their marketing strategy, target physicians first. The medical representatives of different companies visit practicing physicians personally and give them detailed information of drugs like activity spectrum, strength, side effects, contraindications and mode of use. The medical representatives do most of the advertising of the drugs. The other forms of drug advertising include seminars and workshops organized by companies to provide information about the drugs to the physicians and patients. Nowadays, due to increase in literacy and health consciousness of people, pharmaceutical companies feel the need to approach a large category of people to inform them about their products and to earn more profits. In the Indian population, advertisers can reach their audiences through television, radio, print media, outdoor advertising, sales promotion and the Internet. As technology changes, the advertising medium is also taking new dimensions. With the advent of E-commerce and the Internet, today the Indian pharmaceutical advertising industry is talking about netvertisement (advertising on the net) as the newest medium for the marketers. If satellite channel brought in 50-plus channels to Indian homes, direct to home (DTH) broadcast will probably bring in 500 channels. However, advertising on the net has an equivalent of 500,000 channels. In terms of value, billings by industrial sectors are the largest market segment ranked in decreasing order of size. Among the various advertising media, Newspapers represent 40%, television (including satellite TV) 35%, magazines 15%, radio 5%, and others 5% of the total expenditure in this industry.

METHODOLOGY OF DRUG ADVERTISING

Advertising of pharmaceuticals includes different types like direct-to-consumer advertising, prescription drug advertising, over-the-counter (OTC) drug advertising

I. DIRECT-TO-CONSUMER DRUG ADVERTISING

Direct-to-consumer (DTC) advertising adds a new aspect to the doctor-patient relationship. Many physicians and pharmacists now talk with patients about the side effects, risks and costs of drugs as a result of advertising. Advertising

prescription drugs to consumers benefits the public, improves their knowledge of health, and may reduce health-care costs. People see advertisements for stimulants, tranquillizers, antidepressants, antihypertensive drugs-all available from foreign [Internet] sites. They self-diagnose, order the medication from an Internet site, and take it. Direct-to-consumer advertising helps people to be aware about their health; it plays a vital role in lowering health-care costs and increasing success rates. The earlier a condition is diagnosed, the greater the chances that it can be effectively treated. In addition, early treatment options tend to be less expensive than later and more invasive treatments. Consumers pay attention to both the risk and benefit information in pharmaceutical advertisements. It is no surprise that an earlier FDA study revealed that 87% of respondents heard claims about the benefits of the advertised drug. DTC advertising may be particularly effective in reaching the elderly and lower income consumers who have fewer information sources than high-income consumers. According to a survey, 62% of consumers in United States between the ages of 50 and 64 said DTC had made them more aware of medication options they had not previously considered. Many critics of DTC advertising are concerned that physicians will be pressurized into prescribing pharmaceuticals against their will. However, according to the US FDA survey, only 50% of patients were given a prescription for the drug that they asked about. It may in fact be surprising that this figure is not higher, given the fact that the patients are visitingtheir physician because of a condition similar to that described in the advertisement. Increased spending on direct-to-consumer advertising and R and D indicates that the pharmaceutical industry is becoming still more competitive as companies vie for market share. If market forces are allowed to operate, that competition will eventually lead to lower prices. Competition in a market free of excessive regulation is the best way to keep drug prices low. Price controls almost invariably inhibit research and development and result in shortages and rationing as the experiences of Europe and Canada demonstrate. By contrast, when drug companies face the need to compete more effectively, they voluntarily reduce prices and seek new ways to get innovative products to market faster.

II. PRESCRIPTION DRUG ADVERTISING

Prescription drug advertising to consumers is another area that may generate challenges to the right to advertise and which will grow in importance as the nation continues to grapple with the complexities of health-care costs. This is an important legal basis for the activities of pharmacists, since the medicines available without prescription can be supplied to pharmacy customers without a medical prescription. At the same time, a legal framework for the advertising of pharmaceuticals was set up, which clarifies that only medicines available without prescription can be advertised to the public. For the moment, the whole pharmaceutical legislation is in a process of codification. This means that a single piece of legislation will be put together without any change of contents. In the nearby future, this type of drug advertisement in India will be possible.

III. OVER-THE-COUNTER DRUGS ADVERTISING

According to international norms, a drug is often moved from prescription to the over-the-counter category, once its side effects are known. Currently in India, there are no specifications as to which drugs can be sold over the counter. Products on an over-the-counter (OTC) list can also be advertised through mass media. However, no advertising is possible now as no over-the-counter list exists. Advertising for 15-20 products in the home remedies categories does take place on the basis of an unofficial over-the-counter list. Once this list is formulated, any drug on this list can be sold through general stores, cigarette stalls, etc., marginalizing the role played by chemists. Companies will also be able to go in for aggressive advertising for the over-the-counter products and extend their market reach through various types of retail outlets. To formulate an over-the-counter list, the government needs to amend the drugs and cosmetics act. A sub-committee set up by

the drugs consultative committee is investigating the issue under the chairmanship of the joint drugs controller of India and is likely to submit a report within the next 6 months.

AAKANSHA PROFILE

MSD PROFILE

MSD Pharmaceuticals Private Limited is an affiliate of Merck & Co. Inc., USA. (also known as Merck Sharp & Dohme or MSD in many parts of the world), a global research-driven pharmaceutical company dedicated to putting patients first. Established in 1891, Merck Sharp & Dohme currently discovers, develops, manufactures and markets vaccines and medicines to address unmet medical needs. With global headquarters in New Jersey, USA, Merck & Co. Inc. 2007 sales stood at US $24.2 billion with 59,800 employees and product sales spanning 140

countries worldwide. The Merck Manufacturing Division employs more than 12, 000 people at locations in 25 countries. Merck & Co. Inc., USA success has always been based on innovation and scientific research. A commitment to excellence in research is at the heart of its philosophy and strategy. Since the founding of its research laboratories over 70 years ago, Merck & Co. Inc. has developed more than 100 new medicines and vaccines. Currently Merck's priority areas of focus in therapeutic research include Alzheimer's disease, atherosclerosis, cardiovascular disease, diabetes, novel vaccines obesity, oncology, pain, and sleep disorders. These therapeutic areas were carefully chosen based on a set of criteria including unmet medical needs, scientific opportunity and commercial opportunity. Within these therapeutic areas, Merck & Co. Inc. has committed resources to achieve research breadth and depth and to develop best-in-class targeted and differentiated products that are valued highly by patients, payers and physicians.

MSD INDIA
MSD was incorporated in India on 3rd December 2004. Since then the company has moved quickly in laying the foundation for a successful business in India. A business that is differentiated by its focus on putting patients first and launching innovative products those are relevant to India. MSD currently operates within three therapeutic areas, namely critical care, metabolic and vaccines. The company initiatives and new drugs address unmet

medical needs for India. In addition to setting up a sales and marketing structure to market its best in class products in India, MSD is also coordinating research projects with clinical investigators in India's leading hospitals and universities. As a testimonial to MSD's scientific excellence the Indian Council of Medical Research (ICMR) has signed the first public private partnership with MSD. MSD currently employs more than 600 Indian professionals and has aggressive plans for growth.

ELOCON
Generic Name: Mometasone topical (Moe MET a sone) Brand Name: Elocon Elocon is a topical (for the skin) steroid. It reduces the actions of chemicals in the body that cause inflammation, redness, and swelling. Elocon is used to treat the inflammation and itching caused by a number of skin conditions such as allergic reactions, eczema, and psoriasis.

Elocon may also be used for other purposes not listed in this medication guide.