Lecture 6Alcoholstates have regulatory restrictions so that minors cant drinkself regulationprimary means of alcohol regulationvoluntarymedia outlets also have voluntary restrictionsany particular station can say no were not going to view thatspirits industry decide to advertising on TV, radio, print in 1996- $2 billion/year on these adscant put the alcohol content in advertising.Permits fragmentation to reach minority consumersEx. Malt liquor marketing in communities of colorAlcohol and hip hop800 most popular songs from 2005-200725% mention specific brand name of alcoholSt Ides Malt Liquor Ice Cube: “Get your girl in the mood quicker, get your jimmy thicker, with St. Ides Malt Liquor.”So a lot of high profile artists are asked to create songs about productsAdvocated against marketing to those under 25, but no consequence for violation200-2009 a 70% increase in marketing to people under 25self regulations: Social mediaInstagram-like promotionsScan-able label (GR codes)Smirnoff cab serviceOnline drink recipesNewcastle “Pay to Follow”Tweet-A-BeerPush for “responsibility marketing”Budweiser dog adHeineken light commercial with Neil Patrick HarrisNo laws limit alcohol consumptionThe regulations are only against excessively drinking or promoting an over excessive drinking industryThe rules are voluntary and done by each network as guidelinesPharmaceutical advertisingEarly patent medicines- media industry regulatesEdward Bok of Ladies Home Journal refused patent medicine ads that were unsafe/misleadingFood and drugs act of 1906Patent medicine was main targetForced to accurately label contentsOften included narcotics like cocaine, heroin, opiumAnd it was totally legal, as long as it was put in the ingredient list until……….1937- OTC medicationsstrep throat medicationno pre-testingavailable over the counter107 killed (mainly children)led to federal food, drug, and cosmetics act (1938)mandated pre-testingstart of “prescription” meds1950’s1962: FDA granted oversight on prescription medicine marketing (so most of this advertisement was geared towards doctors)rulesadvertised drugs must be safe and effective, ads must not be false or misleadingads must present a fair balance of risks/benefitsads must contain facts about advertised usespromotional material must include a “brief summary”- all info from labeling to side effectsprescription drug advertising1930’s-1980’s: marketed exclusively to doctorslogic: only people who can prescribe themdrug makers chose not to advertise to consumers1985: FTW approves Direct-To-Consumer (DTC) adspromoting prescription drugs directly to consumers (DTC)Publicize drug so that patients will ask doctors3 kinds of DTC adshealth-seeking: ads about a condition(does not mention branded drug)reminder: contains name of branded drug but no claims about product/conditionbrand: contains brand name And product-specific info about the drug1999 FDA regulationsbrief summary no longer required for TV adsreplaced with “major statement” (contains drug’s major risks ) AND “adequate Provision” (info on where to find full brief summary)(basically if you want to have an ad that that is of the ad and the product it treats you have to put in the info about the risks and tell where the consumer can get more information.Print ads must include brief summarySimultaneous approval submission & airing adsAd industry reactionAgencies create healthcare divisionsHuge rise in pharmaceutical spending in result of this advertising.Intended effectsConsumers learn about healthcare choicesDevelops trust in messages and medicationsIncreases awareness of medical conditionsUnintended effectsIncreased compliance with treatmentIncomplete product information(35% had inadequate side effect info)media costs often higher than development costsunnecessary prescriptionschallenge to physician’s authorsyet DTC advertising still only accounts for a sliver of the pharma. industry’s marketing budgets2008: 14% (4.66 billion)remaining 86%: target doctorsevents, premiums, sales literature, etc.ex. Documentary Big Bucks, Big PharmaVioxx: Arthritis1999: Approved by FDA2003: Global sales of $2.5 billionAd budgets: =$100 million per year2004: taken off the marketlined to heart attacks and strokes2000:first major study identifying linkOff-label UsesUse of medical products for “off label” usesUsually cosmeticHuge market: $10.5 million in 2010No FDA approval necessaryNot tested for alternative uses and alternative populationEx Sarafem and ProzacRebrandingSlightly tweak drugApply it to a new group of symptomsResult: extends patentIssue: do we want companies trying to figure out how to extend patents or find new cures?Ex. Paula Deen and Novo Nordisk (a cholesterol drug)6 million dollar dealtobacco, alcohol, pharmaceutical industries:varying levels of regulatory successJAMS 214 1st EditionLecture 6Alcohol- states have regulatory restrictions so that minors cant drink self regulation- primary means of alcohol regulationo voluntaryo media outlets also have voluntary restrictionso any particular station can say no were not going to view that- spirits industry decide to advertising on TV, radio, print in 1996- $2 billion/year on these adso cant put the alcohol content in advertising.- Permits fragmentation to reach minority consumerso Ex. Malt liquor marketing in communities of color- Alcohol and hip hopo 800 most popular songs from 2005-2007 25% mention specific brand name of alcohol- St Ides Malt Liquor Ice Cube: “Get your girl in the mood quicker, get your jimmy thicker, with St. Ides Malt Liquor.”o So a lot of high profile artists are asked to create songs about products- Advocated against marketing to those under 25, but no consequence for violationo 200-2009 a 70% increase in marketing to people under 25- self regulations: Social mediao Instagram-like promotionso Scan-able label (GR codes)o Smirnoff cab serviceThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o Online drink recipeso Newcastle “Pay to Follow”o Tweet-A-BeerPush for “responsibility marketing”o Budweiser dog ad- Heineken light commercial with Neil Patrick Harriso No laws limit alcohol consumptiono The regulations are only against excessively drinking or promoting an over excessive drinking industryo The rules are voluntary and done by each network as guidelines