{"id":3640,"date":"2005-02-01T00:00:00","date_gmt":"2005-02-01T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2005\/02\/01\/pmn42-article01\/"},"modified":"2019-02-18T18:08:29","modified_gmt":"2019-02-18T18:08:29","slug":"pmn42-article01","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/","title":{"rendered":"You May Walk Like a Duck and Quack Like a Duck, But You&#8217;re No Duck!"},"content":{"rendered":"<p>You May Walk Like a Duck and Quack Like a Duck, But You&#8217;re No Duck!        Brand Advertising vs. Direct Advertising<br \/>There are two kinds of marketers &#8212; brand marketers and direct marketers. In the world according to Jon Roska, CEO &amp; Chief Creative Officer of Roska Direct, a Montgomeryville, PA direct advertising agency, brand marketers are hens (i.e., chickens) and direct marketers are ducks and both vie for the attention of the farmer (i.e., pharma client). The question is, Can chickens and ducks work together to provide the farmer with the best of both kinds of marketing? <\/p>\n<p> This article reviews the observations and ideas on this topic presented in the entertaining book &#8220;Ducks in the Henhouse: The Challenges of Integrating Direct and Brand Advertising.&#8221; Topics covered include:  <\/p>\n<ul type=\"CIRCLE\">\n<li>Brand Advertising vs. Direct Advertising <\/li>\n<li>Can a Duck Work for Chickens? <\/li>\n<li>How About a Chicken in Duck Clothing? <\/li>\n<li>So What&#8217;s Wrong with Chicken Advertising Anyway? <\/li>\n<li>Fusion Marketing <\/li>\n<li>PMs Need DM Education <\/li>\n<\/ul>\n<p> Are you a duck or a chicken? You are a duck if you answer &#8220;yes&#8221; to all four simple questions posed 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\/pmn42-article01.pdf\">Download PDF file<\/a><\/b><\/p>\n<\/p>\n<hr\/>\n<p><b>Update<\/b> (December 2011): See the blog post and article below for a follow up on this issue. Also, to address a requirement of the 2010 Patient Protection and Affordable Care Act  (Affordable Care Act), FDA may be required to revisit this issue (see &#8220;<a href=\"http:\/\/www.forums.pharma-mkting.com\/showthread.php?t=67028\">FDA Summary of Drug Benefits vs Risks<\/a>&#8220;).&#8211;&gt;<\/p>\n<p>  PMN42-01<br \/> Issue: Vol. 4, No. 2: February 2005<br \/> Word Count: 1323  <\/p>\n<p> <b>Find other articles in related Topic Areas:<\/b>  <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNbrandingReprints.htm\">Brand Marketing<\/a> <\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNrmReprints.htm\">Relationship Marketing<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>There are two kinds of marketers &#8212; brand marketers and direct marketers. In the world according to Jon Roska, CEO &#038; Chief Creative Officer of Roska Direct, a Montgomeryville, PA direct advertising agency, brand marketers are hens (i.e., chickens) and direct marketers are ducks and both vie for the attention of the farmer (i.e., pharma client). The question is, Can chickens and ducks work together to provide the farmer with the best of both kinds of marketing?<\/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":[54,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>You May Walk Like a Duck and Quack Like a Duck, But You&#039;re No Duck! - 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\/pmn42-article01\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"You May Walk Like a Duck and Quack Like a Duck, But You&#039;re No Duck! - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"There are two kinds of marketers -- brand marketers and direct marketers. In the world according to Jon Roska, CEO &amp; Chief Creative Officer of Roska Direct, a Montgomeryville, PA direct advertising agency, brand marketers are hens (i.e., chickens) and direct marketers are ducks and both vie for the attention of the farmer (i.e., pharma client). The question is, Can chickens and ducks work together to provide the farmer with the best of both kinds of marketing?\" \/>\n<meta property=\"og:url\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/\" \/>\n<meta property=\"og:site_name\" content=\"Pharma Marketing Network\" \/>\n<meta property=\"article:published_time\" content=\"2005-02-01T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-18T18:08:29+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/03\/pmn-logo-intro-post-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"744\" \/>\n\t<meta property=\"og:image:height\" content=\"419\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pharma Guy\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pharma Guy\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/\",\"name\":\"You May Walk Like a Duck and Quack Like a Duck, But You're No Duck! - Pharma Marketing Network\",\"isPartOf\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\"},\"datePublished\":\"2005-02-01T00:00:00+00:00\",\"dateModified\":\"2019-02-18T18:08:29+00:00\",\"author\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\"},\"breadcrumb\":{\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"You May Walk Like a Duck and Quack Like a Duck, But You&#8217;re No Duck!\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#website\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/\",\"name\":\"Pharma Marketing Network\",\"description\":\"Pharma Marketing Network\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/763fc249c59c91ce203db612d81a75a1\",\"name\":\"Pharma Guy\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/#\/schema\/person\/image\/\",\"url\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"contentUrl\":\"http:\/\/2.gravatar.com\/avatar\/87853617a5e31233716811d09cdefdf7?s=96&d=identicon&r=g\",\"caption\":\"Pharma Guy\"},\"description\":\"Pharmaguy\u2122 is a \u201cconstructive critic\u201d of pharma marketing and publishes commentary on the Pharma Marketing Blog and on Scoop.it.\",\"url\":\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/author\/ehs-pharmaguy\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"You May Walk Like a Duck and Quack Like a Duck, But You're No Duck! - Pharma Marketing Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn42-article01\/","og_locale":"en_US","og_type":"article","og_title":"You May Walk Like a Duck and Quack Like a Duck, But You're No Duck! - Pharma Marketing Network","og_description":"There are two kinds of marketers -- brand marketers and direct marketers. 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