Marketers asking more of TV, except pharma marketers of course

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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...
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TV Ad recall, does it mean anything?

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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...
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