Mar/02/2008 08:22
As
broadcast ratings continue to erode and marketers
lose faith in TV as the go-to reach medium, the onus
is on buyers and sellers to show its accountability
and effectiveness. Of course this doesn't apply to
DTC marketers who continue to view the effectiveness
of TV with glasses that were made in the 60's. To
most DTC marketers TV is the only way to waste
dollars and make themselves stars. The Web? Oh yeah
they will have a push website that is based on
talking to rather then with consumers.
Read
More...
Feb/22/2008 06:20
Well the list of the
most recalled pharma TV ads is out and some DTC
marketers and agency people will be running to
management with a "look what we did" attitude. Only
the smart and seasoned executives however will ask
the tough questions of marketers like "what did it do
to share" and "now that we have a high awareness how
do we translate that into new Rx's"? Unfortunately
most marketers don't know how to take that awareness
and translate into new Rx's they feel that someone
will see the ad and go running to their doctor to ask
for an Rx. Notice to DTC marketers: that model
doesn't work anymore Read
More...
