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Each year, advertisers with super sized budgets sink millions of dollars into Super Bowl advertising. While most of us do not have a large enough budget to advertise on the Super Bowl, the commercials -- both past and present -- demonstrate several marketing techniques we can apply elsewhere.

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

Here are some lessons for us all, as demonstrated by Super Bowl advertisers:

Make Advertisements Entertaining

The primary focus of Super Bowl advertisements is usually entertainment. After the fact, discussion and analysis revolve around how amusing or interesting the commercials wer

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

. Little or no mention, however, is made of how effective they were in advertising the product.

I love an entertaining commercial as well as the next person, but entertainment value can be a two-edged sword. Sometimes, the creators get so caught up in the entertainment aspect they forget the u

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

timate goal -- to sell more product.

To me, the advertisers guiltiest of forgetting to sell are those that give no branding clue until the very end. People come away thinking how cute, funny, or otherwise entertaining the advertisement, but with little or no idea of the actual product.

There

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

re, however, ways to entertain while communicating your brand throughout the commercial. Remember the frogs -- Bud, Weis, and Er? Total entertainment, yet who didn't know it was a Budweiser commercial?

You can do the same with your own marketing. Whatever form of entertainment you choose -- g

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

mes, performances, contests, etc. -- remember to simultaneously reinforce your brand or business. A couple of ideas: (1) display your logo prominently and (2) give premiums, coupons, or other discounts to participants.

Gain Celebrity Endorsements

Celebrity endorsements are frequent i

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

Super Bowl advertisements. Past and present endorsements include Coke's Mean Joe Green (1980), McDonald's Larry Bird and Michael Jordan (1993), and MasterCard’s Homer Simpson (2004).

Celebrity endorsements are a way to draw initial attention to a product or company, which creates an opportuni

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

y to deliver the marketing message. If the celebrity is highly regarded by your target audience, endorsements can also give credibility to a brand.

If you do not have a large enough budget to hire a national celebrity, try redefining "celebrity" by thinking in niche terms. Your "celebrity" cou

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

d be someone well known in the industry -- one of your customers or suppliers, for example.

Another way to redefine "celebrity" is to think locally. Brainstorm a list of people who are well known locally in certain circles. Your list could include well-regarded business people, minor league sp

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

rts personalities, and other high-profile citizens. Then, approach your favorites with a proposal. The key is hiring someone known and respected by your target customers.

Demonstrate an Important Product Benefit or Feature

My favorite Super Bowl commercial of all time is the 1998 Tab

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

sco commercial. The commercial shows a man sitting, eating pizza on his front porch. Before each bite he splashes on a liberal dose of Tabasco. A mosquito flies in, bites the guy on the hand, and flies off. A second later, we see the mosquito explode in a mass of flames. Cut to the guy chewing

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

and smiling, Tabasco bottle clearly displayed on screen.

Besides being incredibly entertaining, the commercial demonstrates the product's primary benefit in a way that is simple and straightforward. All the while, very clearly communicating the brand.

There are many ways to demonstrate an imp

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

rtant product feature to your audience. Think of other commercials you've seen and adapt the technique to your own budget and situation.

Detergent commercials, for example, often show how the product removes stains better than the competition. You can set up your own comparison and communicate

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

it through print ads, on a Website, or in a retail store.

Target The Audience

Have you noticed an abundance of fast car, junk food, and beverage commercials during the Super Bowl? A major reason for this is targeting. Smart marketers try to get their products seen in places where the

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

r target audience hangs out.

It is not too much of a stretch to imagine that folks attracted to testosterone-laden football may also like speedy cars. And if you watch football, you most certainly like to snack during the game. Hence, we see an abundance of junk food, beer, and soda commercial

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

.

When putting together your own marketing programs, try to imagine where your target audience can be found and think of ways you can be seen in those venues. If you are a Virtual Assistant, for example, participating online in small business groups makes much more sense than being seen in spo

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ts groups.

Associate Your Brand with a Mascot or Symbol

My favorite commercial from this year's Super Bowl was the donkey that wanted to be a Budweiser Clydesdale. I must confess the Clydesdales are near and dear to my heart (I live less than a mile from Grant's Farm where they breed

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

and raise the Budweiser Clydesdales). I'm pretty sure, though, I'd love this commercial anyway.

Besides telling a cute, heartwarming story, the entire commercial reinforces the connection between the Clydesdales and Budweiser beer. It's a connection that Anheuser Busch has worked hard to estab

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ish and maintain over the years. Today, I'm sure most people immediately think "Budweiser" when catching a glimpse of the famous Clydesdales.

So you don't have billions of dollars and decades of time to invest in a mascot? Think smaller.

How about hiring a freelance illustrator or art student

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

to develop a character, then begin using that character at key points of contact with your audience. To name a few, you could use your "mascot" in a logo, on postcards, on your Website, and/or on store signage.

Take these techniques to heart, apply them diligently, and watch your business grow

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Thinking of selling your software company or technology company? Read this article for insights into establishing the proper business valuation.

Since Darren Skanson is the only investor in the company so far, the return on equity figures are somewhat relative, showing relation between the net income and Darren's investment into the company. However, the figures, as those of net profit margin, show the trend towards return on equity decreasing. This indicates growing expenses of the firm with relatively stable income, which along with the sales volume grows, but not in the rate comparable to the expenses. To be attractive for potential investors, the company has to leverage its income and expenses figures.

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