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J&J, You're No Elvis Presley!Posted: March 20, 2007According to TNS Media Intelligence, "the highest growth rate [in measured media ad spending] among the top 10 [advertiser] categories was registered by Pharmaceuticals which jumped 13.8 percent to $5.29 billion. Bucking this trend was Johnson and Johnson, which cut its ad spending by 19.8%! Advertising Age suggests that J&J shifted $250 million from TV to the Internet -- presumably search marketing. AdAge is lauding J&J as the Elvis of marketing: "Staid Johnson & Johnson is proving to be marketing's Elvis Presley: While rivals talk up nontraditional marketing without changing measured-media spending habits much, J&J's adopting the King's refrain: 'A little less conversation, a little more action.'" However, I have reason to believe that J&J is more like Scrooge McDuck than Elvis! Find out why by reading today's post to Pharma Marketing Blog. For more posts in related topic areas, see: If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe.
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Special Supplement Direct-to-Consumer Advertising Volume Two: DTC in the New Era 
DTC advertising is set for major changes in light of public criticism, but also in reaction to the changing reality of the marketplace where there is less need for a one size fits all solution. DTC must evolve and marketers must pay more attention to measuring and improving its effectiveness. Otherwise, billions of dollars will continue to be wasted. This volume is devoted to DTC best practices with a focus on techniques for improving DTC efficacy and return on investment, which is generally considered to be declining.
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