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Monday, May 03, 2010
Where Do You Want Your Customers to Go When they See Your Ads?
Suppose you're an independent dealer and sell nothing but Ford Mustangs. You have a website dedicated to your inventory of Mustangs. You decide to spend millions in an ad campaign on TV, radio, newspaper, and even a pay-per-click campaign in the search engines. Imagine if each of your advertisements told the viewer/reader/listener to search for Ford Mustangs on Autotrader.com to see your stuff. Doesn't make a lot of sense, does it? You wouldn't send them there where they can easily see your competitors inventory or click on advertisements for a Camaro, Charger, etc., would you? So why does the pharmaceutical industry consistently do this?
The only thing I can think of as a possible reason is that for the drugs that are targeted toward the elderly demographic, perhaps they're more likely to get a magazine than visit a website. Even if this is the case though, I see virtually all drug commercials pointing consumers to their magazine ads, even for those that are used in younger adults who likely have internet access. Even if they wanted to target non-internet using adults with their product, wouldn't it be better to provide a phone number so the company can get the "ups" while they're still hot?
And I thought some car dealers made poor advertising decisions...
My guess would be that the drug companies have a reciprocal deal with the magazine that gives them a break on the advertising if they mention the magazine in the commercial- those several page ads can be pretty expensive!
I think you are comparing apples to oranges. Saying "see our ad in..." is most likely an attempt to make the product look more credible. The two business's work differently: I would assume that there isn't much competition with a product that would be advertized the way you described, so whoever spends more on advertizing gets more sales. There isn't enough knowlege in the consumer base for them to distinguish between one 'proprietary blend' or another.
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