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Did Pfizer Run a Chantix "Bookend" Ad During 60 Minutes?Posted: January 14, 2008Last night, while watching 60 Minutes on CBS, there was an "NFL Today" playoff update break with James Brown. As the spot came on, Brown first mentioned that the break was sponsored by CHANTIX, Pfizer's smoking cessation pill and program (see "A Pill, a Plan, a Profit? -- Chantix!"). The CHANTIX logo was right next to him, big and large near the center of the screen. After about 30 seconds of playoff scores came the ad, which was a "non-branded" Pfizer ad for the "My Time to Quit" web site (http://www.mytimetoquit.com). My question is this: is the sequence [brand sponsorship message -- 30 seconds of show -- non-branded ad associated with the previously mentioned brand] a "Bookend Ad"? For more on this and the answer to the question, see 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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