{"id":3492,"date":"2004-02-01T00:00:00","date_gmt":"2004-02-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2004\/02\/01\/pmn32-article04\/"},"modified":"2019-02-18T18:03:37","modified_gmt":"2019-02-18T18:03:37","slug":"pmn32-article04","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn32-article04\/","title":{"rendered":"Super Bowl DTC Debut: Was It Good for You?"},"content":{"rendered":"<p>Super Bowl DTC Debut        Was It Good for You?<br \/>The brouhaha over the Super Bowl XXXVIII half-time show brought some unwelcome attention as well to direct-to-consumer (DTC) advertising. A Comedy Central skit after the game, for instance, included blurred video of Janet Jackson&#8217;s breast, an ad featuring a flatulent horse, and the Cialis logo. Not an auspicious Super Bowl debut for DTC advertising!  <\/p>\n<p> Prior to the Super Bowl, Cialis ads, like those for Viagra and Levitra &#8212; all of which are indicated for erectile dysfunction (ED) &#8212; were of the &#8220;reminder&#8221; type in which no disclosure is required because no indication is mentioned. At the Super Bowl, however, Cialis became the first drug in this category to mention erectile dysfunction. <\/p>\n<p> Was it appropriate to run these ED drug ads during the SuperBowl? Which DTC campaign-including Viagra, which did not run and ad during the game-is most effective and why? These questions and others were included in a survey of PHARMA-MKTING listserv members. The results are summarized in this article. <\/p>\n<p><b>Read this article now. It&#8217;s FREE&#8230;<\/b> <\/p>\n<p><b><a href=\"http:\/\/www.news.pharma-mkting.com\/pmn32-article04.pdf\">Download PDF file<\/a><\/b><\/p>\n<\/p>\n<p>  PMN32-04<br \/> Issue: Vol. 3, No. 2: February 2004<br \/> Word Count: 1319  <\/p>\n<p> <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li>Glossary Terms: <a href=\"http:\/\/www.glossary.pharma-mkting.com\/directtoconsumer.htm\">Direct-to-Consumer (DTC)<\/a> <\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a> <\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The Super Bowl debut of DTC advertising was tainted by all the brouhaha over the half-time show. Perhaps as many people complained about the erectile dysfunction (ED) ads of Cialis as complained about the half-time show. Was it appropriate to run these ED drug ads during the SuperBowl? Which DTC campaign-including Viagra, which did not run and ad during the game-is most effective and why? These questions and others were included in a survey of PHARMA-MKTING listserv members. The results are summarized in this article.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[53,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Super Bowl DTC Debut: Was It Good for You? - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn32-article04\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Super Bowl DTC Debut: Was It Good for You? - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"The Super Bowl debut of DTC advertising was tainted by all the brouhaha over the half-time show. Perhaps as many people complained about the erectile dysfunction (ED) ads of Cialis as complained about the half-time show. Was it appropriate to run these ED drug ads during the SuperBowl? Which DTC campaign-including Viagra, which did not run and ad during the game-is most effective and why? These questions and others were included in a survey of PHARMA-MKTING listserv members. 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