Pharma Marketing Network Home

Pharma Marketing News is the monthly newsletter of the Pharma Marketing Network. It is distributed FREE to registered subscribers via email and the Web.

SubscribeToday!



Editorial & Advisory Board
We accept advertising relevant to the interests of our subscribers.
For more information, see:

Media Kit





Published by:
VirSci Corporation
PO Box 760
Newtown, PA 18940
215-504-4164
215-504-5739 (FAX)
E-mail: infovirsci@virsci.com
Pharma Marketing News
The First Forum for Pharmaceutical Marketing Experts

Pharma Marketing News e-Newsletter | Subscribe | Pharma Marketing Online Discussion Forum
Reports | Resources/Links | Glossary | Case Studies | Surveys | Pharma Marketing Blog
Pharma Marketers Vendor Directory | Conference Calendar | Pharma Jobs
Advertising Information | FAQs | About Us | Privacy Policy


Super Bowl DTC Debut: Was It Good for You?

SUMMARY

The brouhaha over the Super Bowl XXXVIII half-time show brought some unwelcome attention as well to direct-to-consumer (DTC) advertising. A Comedy Central skit after the game, for instance, included blurred video of Janet Jackson's breast, an ad featuring a flatulent horse, and the Cialis logo. Not an auspicious Super Bowl debut for DTC advertising!

Prior to the Super Bowl, Cialis ads, like those for Viagra and Levitra -- all of which are indicated for erectile dysfunction (ED) -- were of the "reminder" type in which no disclosure is required because no indication is mentioned. At the Super Bowl, however, Cialis became the first drug in this category to mention erectile dysfunction.

Was it appropriate to run these ED drug ads during the SuperBowl? Which DTC campaign-including Viagra, which did not run and ad during the game-is most effective and why? These questions and others were included in a survey of PHARMA-MKTING listserv members. The results are summarized in this article.

PDFRead the full text of this article.

PMN32-04
Issue: Vol. 3, No. 2: February 2004
Word Count: 1319
TOPICS: Direct-to-Consumer (DTC) Advertising & Marketing | Market Research


Subscribe | Newsletter | Forum | Resources | Cases | Surveys | Vendor Directory | Meetings | Jobs
Home | Advertising Information | FAQs | About Us | Privacy Policy

© 2003 VirSci Corporation. All rights reserved.