Archive for the ‘print’ tag
Type safety in print ads
From the AdPharm gallery
When you (or your client) decide to place an advertisement in a publication, there are certain production rules that apply when laying out any ad. Some Art Directors or Graphic designers – and let’s face it, sometimes it’s a client directive – may dare to go past the infamous “type safety area” or “live type area” set by the publication. It’s not a good idea to do so, even when the size of the safety margin seems exaggerated.
We have an example here (the Januvia/Janumet ad on the right) where not much harm was done, but you can see that something is cut off at the bottom right of the page. It’s the information box that the PAAB (Pharmaceutical Advertising Advisory Board) of Canada requires to have in order to direct readers to the drug’s Prescribing Information page. So this is obviously something that should not be cut off.
Type safety, minuscule legal text, ads with too much content… that’s life in the pharmaceutical advertising industry, no matter what country you work in. And there sure is a lot of pharma advertising out there that falls in those categories. We plan on showcasing more examples in the future (and there are lots in the AdPharm gallery). The idea is not to point fingers, because we all know that many great ad concepts and layouts go south once account people, clients, medical departments, regulatory bodies, to name a few get their hands on it. The goal is to help improve and find better ways to build ads. The challenges of creating and laying out pharmaceutical ads are daunting sometimes. Seeing good and not so good examples can help us make better decisions.
So we would love to see other ads examples that got cut off badly.
If you have such examples, please send them to blog@adpharm.net.
Prevacid
Mylan
Actavis
Corocidin
FlexPen
Concert Study
Join and Alzheimer's disease research study
The concert study is a clinical research study with the goal of determining whether the investigational drug Dimebon safely improves cognition…
Brand name: Concert
Generic name/category: Disease research study
Company: Pfizer
Country/Market: USA, North America
Indication(s)/use: Alzheimer's Disease (AD)
Target: Consumers (DTC)
Medium: Print ad
Size/duration: single-page
Publication/Aired: Reader's Digest – September 2009
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Aug 28, 2009
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