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Direct Response Marketing

Field Reports

1 Oct, 2008 By: Thomas Haire, Jacqueline Renfrow Response


 

Dodge Debuts First Infomercial for Ram Trucks

 

By Jacqueline Renfrow (jrenfrow@questex.com

SANTA ANA, Calif. — Global Media Marketing, a supplier of infomercials and other media products, launched a long-form advertising program for the Dodge Ram line of trucks. This is the first infomercial for the Dodge Ram, Chrysler's top-selling model.

Known as the "Dodge Summer Sell Down Show," it features incentives on Dodge Ram, including offers on the entire 2008 Dodge Ram line up. The 28-minute-and-30-second spots were developed in both English and Spanish. The program will air on weekend mornings, which are seen as increasingly popular times for consumers making automotive buying decisions. Broadcast outlets include CBS, FOX, Telemundo, Univision and more.

Once Global Media was hired by BBDO, Chrysler's agency of record, on Aug. 1, the infomercial was scripted, shot and edited for air by Aug. 8. "We are extremely excited about implementing this program for Dodge and our new relationship with BBDO," says Christian Holiday, CEO of Global Media Marketing. "The fact that this is the first national direct response program of its kind for Dodge, www.dodge.com, and its agency demonstrates their belief that this type of advertising vehicle can be very effective for them in this economic environment."

Dodge s first long-form DRTV campaign promotes the company s best-selling line of Ram trucks. The ads were developed in both English and Spanish to reach as broad a market as possible.
Dodge s first long-form DRTV campaign promotes the company s best-selling line of Ram trucks. The ads were developed in both English and Spanish to reach as broad a market as possible.

Holiday also explains that local Dodge dealers have been happy with customer response to the long-form ad. "The long format helps them showcase their products with more details than a typical 30-second spot," he says.

 

Study Finds DTC Ads Not Effective

 

By Jacqueline Renfrow (jrenfrow@questex.com)

NEW YORK — According to a recently released U.S. and Canadian study, the billions spent by pharmaceutical companies annually on advertising to consumers may have less of an impact than originally believed, reports AdAge.com.

The study — conducted by Harvard Medical School, Harvard Pilgrim Health Care and the Alberta Heritage Foundation for Medical Research — concluded that all the TV spots and multi-page magazine spreads for big pharmaceutical companies' major drugs had a negligible effect on consumer behavior.

"People tend to think that if direct-to-consumer advertising wasn't effective, pharma wouldn't be doing it," says Stephen Soumerai, an author of the Harvard Medical School study. "But as it turns out, decisions to market directly to consumers are based on scant data."

The study chose to look at three drugs: Enbrel, sold by Wyeth and Amgen; Zelnorm, sold by Novartis; and Nasonex, sold by Schering-Plough Corp. All three were on the market for at least one year before their DTC campaigns. The researchers analyzed prescription statistics for each over a five-year period and found that for Enbrel and Nasonex, direct advertising had almost no effect. For Zelnorm, sales experienced a 40-percent increase in English-speaking Canada. However, the jump in prescription rates was over a brief period of time.

Researchers blame the poor sales for the difficult transition of turning advertising into a purchase since a consumer must consult a physician about a drug and obtain a prescription. A report by the Kaiser Family Foundation in April said that 91 percent of adults had seen or heard ads for prescription drugs but only one-third spoke to a doctor about a drug they saw advertised. Then only 54 percent actually filled a prescription.

Drug manufacturers seemed surprised by the results. "We look at direct-to-consumer advertising as an effective way to provide health and treatment information to consumers," says Julie Lux, a representative of Schering-Plough. "As always, it's up to the patient's doctor to prescribe the ultimate treatment."

Currently, only the United States and New Zealand allow drug companies to advertise to consumers.

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