Cervical Cancer Ad Review

Contents

Cervarix Vaccine Ad 3

Text of the AD: It starts with a sentence in bold “Want to give your daughter a gift on her wedding? 4

Product Name: Cervarix product name is derived from the Cervix, a part of the reproductive system of women, that will remind the doctors, the prime prescribers of this vaccines about the Disease and the preventive remedy or cure and will help in easy in brand name recall 4

Demonstration: 4

Endorsement by Celebrities: 4

Message Execution: 4

Brief Overview of the Product: 4

Pack Size 5

Product Price 5

Distributors: 5

Dosage: 5

Pakistan’s Pharmaceutical Industry Overview 6

GSK overview: 6

GSK Pakistan: 7

Main Competitor of Cervarix in Pakistan 8

Market Share of Cervarix and Gardasil 9

Percentage of Female cancers prevalent in Pakistan 10

Gardasil Price 11

OFFERING: 11

Introduction

The following public service message from Glaxo Smith Kline (GSK) for fighting against Cervical Cancer appeared in Dawn newspaper of 23rd October, 2010 and also appeared in Jang Sunday Magazine. This advertisement also marks the launch of vaccine Cervarix in Pakistan. First look suggests that it is a well designed and aesthetically balanced advertisement. This is what inspired us into selecting and further analyzing this particular advertisement. And we expect that this analysis would help us polish our skills and would prepare us for challenging world of marketing.

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Annually 270,000 women die of Cervical Cancer. Estimates show that up to 80% of women will acquire a Human Papilloma Virus (HPV) infection in their lifetime, while a staggering 75% of the 1.4 million cases occur in developing countries like Pakistan.

A key study, covering the period from 1995 to 2007, shows a steady increase in the cancer’s incidence rate in Pakistani women. Surprisingly the research shows that cervical cancer’s prevalence is 27% in the financially deprived class and rises up to 48.7% in the affluent classes.

Text of the AD

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