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Advertising as Technology. And the marketing of psychiatric drugs. Rank’s Model of Persuasion. Intensify/Downplay Schema Emphasise : to something MORE obvious Downplay : To make something LESS obvious. Persuaders can choose to:. Emphasise their own good points. - PowerPoint PPT Presentation
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Rank’s Model of Persuasion
• Intensify/Downplay Schema• Emphasise: to something MORE obvious
• Downplay: To make something LESS obvious
Persuaders can choose to:
• Emphasise their own good points.
• Emphasise the weak points of their competition or opponents.
• Downplay their own bad points.
• Downplay the good points of their opponents or competition.
Association
• To link your product or ideas with something the audience already likes.
• To link the product or ideas of your opponent’s with something the audience already dislikes.
Composition
• Changing the way the message looks to emphasize your good points or your opponent’s bad points.
U$A
Omission
• This is when you do not mention your opponent’s good points or fail to mention your own weaknesses.
Diversion
• To distract attention from your negative points, or your opponents good points.
• Ad Hominem arguments (against the man)
• Humor
Confusion
• To confuse your audience by using technical language to downplay your weaknesses or a competitor’s strengths.
From the American Journal of Psychiatry
• Ads directed at psychiatrists. Look for:
• Repetition
• Association
• Composition
• Omisson
• Diversion
• Confusion
Eli Lilly
• R & D is 19 % of annual sales
• Marketing is 31 % of annual sales
• The marketing budget is nearly twice as much as R & D. (4,284 to 2,691)
GlaxoSmithKline
• R&D is 13 % of sales
• Marketing is 35 % of sales
• The marketing budget is 2.5 times bigger than R & D. (£7,061 to £2,839)
Paxil: “Your Life is Waiting.”
“Every marketer's dream is to find an unidentified or unknown market and develop it. That's what we were able to do with social anxiety disorder”
--Marketer, Barry Brand