SlideShare a Scribd company logo
1 of 8
Elements of Pharmaceutical Ad Copy © Amanda Strong http://www.medicalcommunications.ca [email_address] Prepared for CE2769 - Spring 2008
Copy Elements ,[object Object],[object Object],[object Object]
Copy Elements ,[object Object],Headline In this case the headline is more a creative play on words Logo Includes generic name Tagline Part of the logo (usually) It’s the brand ‘sign off’ (for example: Nike-Just Do It) Body Copy Contains the selling messages
Copy Elements ,[object Object],Indication statement This is a US ad, they do not need to include full indication. In Canada, the FULL indication must be included. Contraindication If the PM contains any contra-indications other than sensitivity to any components of the drug, then it must be included WITH the indication statement Balancing copy This is most common  side effects and IMPORTANT warnings and precautions
Copy Elements ,[object Object],Qualifiers (Footnotes) These provide additional information to the body copy, for example definitions or disclosure of study design, dosing, duration, etc Sign-offs These usually include a statement directing the physician to the product monograph for more information References? In journal ads, these can appear with the prescribing information that must appear somewhere in the journal pages
[object Object],Copy Elements Headline This is a more typical headline (but would not get past PAAB in Canada!) Logo Includes generic name Tagline Part of the logo (usually) Flash Ad contains two flashes They sort of pop or flash out  at the reader
Copy Elements ,[object Object],Indication statement Flash also serves as to statement of indication Contraindication Full contraindications must be disclosed Balancing copy This is most common  side effects and IMPORTANT warnings and precautions; bolded warning in the monograph MUST be included prominently Body Copy Contains selling messages
Copy Elements ,[object Object],Qualifiers (Footnotes) No qualifiers appear on this ad; in Canada they would be required but may appear with prescribing information on later pages Sign-offs Directs physician to the product monograph for more information Also gives manufacturer, web site and date of ad References In this ad the references appear directly on the ad and not in the prescribing information

More Related Content

Similar to Copy Elements

INDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docx
INDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docxINDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docx
INDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docx
jaggernaoma
 
Sheet1My Required Rate of Return is based on return to be greater .docx
Sheet1My Required Rate of Return is based on return to be greater .docxSheet1My Required Rate of Return is based on return to be greater .docx
Sheet1My Required Rate of Return is based on return to be greater .docx
lesleyryder69361
 
Short Answer questions Part 11.What is the difference between.docx
Short Answer questions Part 11.What is the difference between.docxShort Answer questions Part 11.What is the difference between.docx
Short Answer questions Part 11.What is the difference between.docx
maoanderton
 
Assignment 1Positioning Statement and MottoUse the provi.docx
Assignment 1Positioning Statement and MottoUse the provi.docxAssignment 1Positioning Statement and MottoUse the provi.docx
Assignment 1Positioning Statement and MottoUse the provi.docx
braycarissa250
 
CASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPAN
CASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPANCASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPAN
CASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPAN
ogglili
 

Similar to Copy Elements (13)

Project 2  consumers and marketing(your name)
Project 2  consumers and marketing(your name)Project 2  consumers and marketing(your name)
Project 2  consumers and marketing(your name)
 
A brand is forever
A brand is foreverA brand is forever
A brand is forever
 
Assignment 3
Assignment 3Assignment 3
Assignment 3
 
Ad-Promo Search Engine Marketing Presentation
Ad-Promo Search Engine Marketing PresentationAd-Promo Search Engine Marketing Presentation
Ad-Promo Search Engine Marketing Presentation
 
Pharmaceutical companies and SEO search results compliance
Pharmaceutical companies and SEO search results compliancePharmaceutical companies and SEO search results compliance
Pharmaceutical companies and SEO search results compliance
 
INDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docx
INDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docxINDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docx
INDUSTRY and COMPETITION ANALYSIS”Use the template below to f.docx
 
Current State of Paid Search Marketing
Current State of Paid Search MarketingCurrent State of Paid Search Marketing
Current State of Paid Search Marketing
 
Sheet1My Required Rate of Return is based on return to be greater .docx
Sheet1My Required Rate of Return is based on return to be greater .docxSheet1My Required Rate of Return is based on return to be greater .docx
Sheet1My Required Rate of Return is based on return to be greater .docx
 
Short Answer questions Part 11.What is the difference between.docx
Short Answer questions Part 11.What is the difference between.docxShort Answer questions Part 11.What is the difference between.docx
Short Answer questions Part 11.What is the difference between.docx
 
Branding concept
Branding conceptBranding concept
Branding concept
 
Assignment 1Positioning Statement and MottoUse the provi.docx
Assignment 1Positioning Statement and MottoUse the provi.docxAssignment 1Positioning Statement and MottoUse the provi.docx
Assignment 1Positioning Statement and MottoUse the provi.docx
 
Case analysis week 6outline and grading guide (100 points)c
Case analysis week 6outline and grading guide (100 points)cCase analysis week 6outline and grading guide (100 points)c
Case analysis week 6outline and grading guide (100 points)c
 
CASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPAN
CASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPANCASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPAN
CASE TO BE ANALYZED LISTED BELOW THE ASSIGNMENTCOMPAN
 

Recently uploaded

Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...
Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...
Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...
adilkhan87451
 
🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...
🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...
🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...
Call Girls In Delhi Whatsup 9873940964 Enjoy Unlimited Pleasure
 
Call Girls in Gagan Vihar (delhi) call me [🔝 9953056974 🔝] escort service 24X7
Call Girls in Gagan Vihar (delhi) call me [🔝  9953056974 🔝] escort service 24X7Call Girls in Gagan Vihar (delhi) call me [🔝  9953056974 🔝] escort service 24X7
Call Girls in Gagan Vihar (delhi) call me [🔝 9953056974 🔝] escort service 24X7
9953056974 Low Rate Call Girls In Saket, Delhi NCR
 
Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...
Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...
Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...
chetankumar9855
 

Recently uploaded (20)

Call Girls Vasai Virar Just Call 9630942363 Top Class Call Girl Service Avail...
Call Girls Vasai Virar Just Call 9630942363 Top Class Call Girl Service Avail...Call Girls Vasai Virar Just Call 9630942363 Top Class Call Girl Service Avail...
Call Girls Vasai Virar Just Call 9630942363 Top Class Call Girl Service Avail...
 
9630942363 Genuine Call Girls In Ahmedabad Gujarat Call Girls Service
9630942363 Genuine Call Girls In Ahmedabad Gujarat Call Girls Service9630942363 Genuine Call Girls In Ahmedabad Gujarat Call Girls Service
9630942363 Genuine Call Girls In Ahmedabad Gujarat Call Girls Service
 
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
 
Andheri East ) Call Girls in Mumbai Phone No 9004268417 Elite Escort Service ...
Andheri East ) Call Girls in Mumbai Phone No 9004268417 Elite Escort Service ...Andheri East ) Call Girls in Mumbai Phone No 9004268417 Elite Escort Service ...
Andheri East ) Call Girls in Mumbai Phone No 9004268417 Elite Escort Service ...
 
Jogeshwari ! Call Girls Service Mumbai - 450+ Call Girl Cash Payment 90042684...
Jogeshwari ! Call Girls Service Mumbai - 450+ Call Girl Cash Payment 90042684...Jogeshwari ! Call Girls Service Mumbai - 450+ Call Girl Cash Payment 90042684...
Jogeshwari ! Call Girls Service Mumbai - 450+ Call Girl Cash Payment 90042684...
 
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
 
Low Rate Call Girls Bangalore {7304373326} ❤️VVIP NISHA Call Girls in Bangalo...
Low Rate Call Girls Bangalore {7304373326} ❤️VVIP NISHA Call Girls in Bangalo...Low Rate Call Girls Bangalore {7304373326} ❤️VVIP NISHA Call Girls in Bangalo...
Low Rate Call Girls Bangalore {7304373326} ❤️VVIP NISHA Call Girls in Bangalo...
 
Premium Bangalore Call Girls Jigani Dail 6378878445 Escort Service For Hot Ma...
Premium Bangalore Call Girls Jigani Dail 6378878445 Escort Service For Hot Ma...Premium Bangalore Call Girls Jigani Dail 6378878445 Escort Service For Hot Ma...
Premium Bangalore Call Girls Jigani Dail 6378878445 Escort Service For Hot Ma...
 
Top Quality Call Girl Service Kalyanpur 6378878445 Available Call Girls Any Time
Top Quality Call Girl Service Kalyanpur 6378878445 Available Call Girls Any TimeTop Quality Call Girl Service Kalyanpur 6378878445 Available Call Girls Any Time
Top Quality Call Girl Service Kalyanpur 6378878445 Available Call Girls Any Time
 
Mumbai ] (Call Girls) in Mumbai 10k @ I'm VIP Independent Escorts Girls 98333...
Mumbai ] (Call Girls) in Mumbai 10k @ I'm VIP Independent Escorts Girls 98333...Mumbai ] (Call Girls) in Mumbai 10k @ I'm VIP Independent Escorts Girls 98333...
Mumbai ] (Call Girls) in Mumbai 10k @ I'm VIP Independent Escorts Girls 98333...
 
Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...
Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...
Russian Call Girls Lucknow Just Call 👉👉7877925207 Top Class Call Girl Service...
 
Independent Call Girls In Jaipur { 8445551418 } ✔ ANIKA MEHTA ✔ Get High Prof...
Independent Call Girls In Jaipur { 8445551418 } ✔ ANIKA MEHTA ✔ Get High Prof...Independent Call Girls In Jaipur { 8445551418 } ✔ ANIKA MEHTA ✔ Get High Prof...
Independent Call Girls In Jaipur { 8445551418 } ✔ ANIKA MEHTA ✔ Get High Prof...
 
Coimbatore Call Girls in Coimbatore 7427069034 genuine Escort Service Girl 10...
Coimbatore Call Girls in Coimbatore 7427069034 genuine Escort Service Girl 10...Coimbatore Call Girls in Coimbatore 7427069034 genuine Escort Service Girl 10...
Coimbatore Call Girls in Coimbatore 7427069034 genuine Escort Service Girl 10...
 
Call Girls Rishikesh Just Call 9667172968 Top Class Call Girl Service Available
Call Girls Rishikesh Just Call 9667172968 Top Class Call Girl Service AvailableCall Girls Rishikesh Just Call 9667172968 Top Class Call Girl Service Available
Call Girls Rishikesh Just Call 9667172968 Top Class Call Girl Service Available
 
🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...
🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...
🌹Attapur⬅️ Vip Call Girls Hyderabad 📱9352852248 Book Well Trand Call Girls In...
 
Call Girls Rishikesh Just Call 8250077686 Top Class Call Girl Service Available
Call Girls Rishikesh Just Call 8250077686 Top Class Call Girl Service AvailableCall Girls Rishikesh Just Call 8250077686 Top Class Call Girl Service Available
Call Girls Rishikesh Just Call 8250077686 Top Class Call Girl Service Available
 
(Low Rate RASHMI ) Rate Of Call Girls Jaipur ❣ 8445551418 ❣ Elite Models & Ce...
(Low Rate RASHMI ) Rate Of Call Girls Jaipur ❣ 8445551418 ❣ Elite Models & Ce...(Low Rate RASHMI ) Rate Of Call Girls Jaipur ❣ 8445551418 ❣ Elite Models & Ce...
(Low Rate RASHMI ) Rate Of Call Girls Jaipur ❣ 8445551418 ❣ Elite Models & Ce...
 
Call Girls in Gagan Vihar (delhi) call me [🔝 9953056974 🔝] escort service 24X7
Call Girls in Gagan Vihar (delhi) call me [🔝  9953056974 🔝] escort service 24X7Call Girls in Gagan Vihar (delhi) call me [🔝  9953056974 🔝] escort service 24X7
Call Girls in Gagan Vihar (delhi) call me [🔝 9953056974 🔝] escort service 24X7
 
Call Girls in Delhi Triveni Complex Escort Service(🔝))/WhatsApp 97111⇛47426
Call Girls in Delhi Triveni Complex Escort Service(🔝))/WhatsApp 97111⇛47426Call Girls in Delhi Triveni Complex Escort Service(🔝))/WhatsApp 97111⇛47426
Call Girls in Delhi Triveni Complex Escort Service(🔝))/WhatsApp 97111⇛47426
 
Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...
Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...
Call Girl In Pune 👉 Just CALL ME: 9352988975 💋 Call Out Call Both With High p...
 

Copy Elements

  • 1. Elements of Pharmaceutical Ad Copy © Amanda Strong http://www.medicalcommunications.ca [email_address] Prepared for CE2769 - Spring 2008
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.