tag:blogger.com,1999:blog-8550428.post8121129320171337571..comments2024-03-28T13:38:36.788-04:00Comments on Pharma Marketing Blog: What do Abe Lincoln, a beaver, and a bong have in common?Vladhttp://www.blogger.com/profile/04114063498108633047noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-8550428.post-85552210267073783542007-08-09T18:15:00.000-04:002007-08-09T18:15:00.000-04:00John, I've been following your comments on Rozerem...John, I've been following your comments on Rozerem since back before I'd ever seen any of the ads myself. (I'm more of a morning person.) HOwever, having read all of your comments, and after finally seeing those Rozerem TV ads, AND even after being exposed to multiple Rozerem-branded print impressions, I STILL have no idea what message they're trying to communicate to me. Granted, I don't have trouble falling asleep either, but there is a segment of the population that truly enjoys a clever - whatever, regardless of specific intent - and I can't even get that kind of satisfaction out of the time I've spent with the beaver and his buddies. BTW, what's with the guy in the deep-sea diving suit, anyway?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8550428.post-6474904445897160082007-07-19T13:34:00.000-04:002007-07-19T13:34:00.000-04:00Anyone who believes Rozerem's campaign was the res...Anyone who believes Rozerem's campaign was the result of any serious pre-testing with consumers is delusional. Whatever metrics it was evaluated on had nothing to do with effectiveness measures. The company (or, more accurately, its agency Abelson-Taylor) clearly wanted to stand out from the competition and favored "difference" over "intent to speak with a physician about Rozerem". Pure speculation but if someone from AT reads this I bet in their heart they will confirm! You can't knock DTC ad pre-testing with consumers as a general problem, it's not the fault of the researchers when their clients draw the wrong conclusions from the data.Anonymousnoreply@blogger.com