Jazmyn Ewing

2/14/18

ADV 330

And Now, a Word from Our Sponsor

The purpose of this letter is to provide a recommended approach to why Bryant

Pharmaceuticals should approve my idea for product placement.

The issue in the first place was that the pharmaceutical company wanted an alternative

to traditional advertisement, though product placement in television shows and media.

The patent for the arthritis product called Seflex will expire in almost 2 years and

generic brands will have the opportunity to take Bryant Pharmaceuticals customers

along with gaining more people who are still on the fence. This company needed to aim

for a fresher way of doing advertisement to grow into a bigger market for

Pharmaceutical drugs.

Looking at the background of this case an alternative of mine would be to start adding

Seflex in young adult lifestyle movies, showing that the product is used by your peers

while not making it too obvious and in your face. This way the company gets more

exposure outside of posting the basic drug advertisements, brings in a fresher crowd

that may not knew of this brand at all, yet may play sports or just have ailments, while

beating the competition to being a more lifestyle drug as to being strictly serious and

only for 50 year olds and over.

I recommend adding Seflex to movies. This is the best alternative because…

 It meets all the goals management put in place are met (fresh, different form of

advertisement, product placement, gains brand awareness without being

distasteful.)

 The outcome can be controlled and we can have the actors say what we want

(especially considering that the Bryant family is more conservative the

conversation can be censored.)

 Keeps the brand image of Bryant Pharmaceuticals safe

To implement this idea for product placement within Bryant Pharmaceuticals it requires

the next steps.

1. For Warner Bros to Authorize our placement of Seflex in their movies by

2/20/2018

2. To develop the approach the actor should take by 3/1/18

3. Approve script by 3/15/18

4. Finalize decision by 3/16/18

5. Upon approval activate and air by 8/1/18

6. Measure the impact of the movie by 8/12/18

If we do not get the growth we need by this time, we will go with Laura’s idea to bring

Jeanne Alyson to do her interview to promote Bryant Pharmaceuticals.