Am I Dreaming, or Is This a Rozerem Ad?

A recent Wall Street Journal article entitled "Am I Dreaming, or Is This a Sleeping-Pill Spot?" is all about the Rozerem Lincoln and Beaver ad campaign, which I have been criticising in Pharma Marketing Blog for months.

Maybe the article should have been entitled, "Am I Dreaming, or Is This a Rozerem Ad?" because it sure isn't journalism worthy of the WSJ.

The article serves mainly as a vehicle for the Takeda product team and its ad agency to give themselves credit for a job well-done despite the fact that the investment in the campaign has a negative return on investment, something the WSJ article does not point out. Quite the contrary, the article ends on the upbeat note that the ad "seems to be working".

If you believe that, then I have a bridge to sell you in Brooklyn!

For more on this, including ROI analysis, comments on the ad from Mad Ave execs and more on "sock puppet" journalism, see today's post to Pharma Marketing Blog.

For more posts in related topic areas, see:

• Buzz/Public Relations/Image
• DTC Advertising
• Sleep Aid Drugs

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The collection of articles and commentary in this first Pharma Marketing News Special Supplement dedicated to DTC advertising chronicles the emergence of issues and debates that have lead up to the industry's self-regulatory principles.

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