May/06/2007 07:23 Filed in:
Current
DTC
Starbucks
is one of the best known brands i the world yet
this marketer spends less than 2% of its annual
budget on advertising. They probably realize that
spending $100 million, primarily on TV, to reach
certain awareness levels is old school marketing
that provides little ROI for the brand. There are
a lot of innovative ways to reach your target
audience and raise awareness of the brand but
most pharma marketers would rather continue to
spend millions of TV or Golf because they are
stuck in the past where marketers told consumers
what to buy. Read
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Tags: DTC Dollars
Mar/25/2007 03:03 Filed in:
Current
DTC
Have to hand to
the folks at Takeda. Rozerem, in 2006, spent $110
million in DTC and only managed to get a 2%
market share. The agency that developed the spots
continues to beat their chests like they are
proud of the Lincoln-beaver campaign but believe
me they need to get shown the door and someone
needs to lock it to ensure that AT is not let
back in ! Read
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Tags: DTC Dollars
