TITLE

TV sellers save a chair out front for drug marketers

AUTHOR(S)
Goetzl, David
PUB. DATE
May 1999
SOURCE
Advertising Age;5/10/1999, Vol. 70 Issue 10, ps48
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article discusses issues regarding the uncertainty surrounding the U.S. Food and Drug Administration's (FDA) approval of drugs and oversight of direct-to-consumer (DTC) pharmaceutical advertisements as of May 1999. Since FDA loosened its rules on DTC television advertising in mid-1997, overall DTC spending has grown from $1.3 billion in 1998 in all measured media. According to media buyers, the uncertainty as to when the FDA will give clearance to drugs such as Vioxx, can make upfront buying less palatable to some marketers. Judy Franks, a senior partner and group media director for Euro RSCG Tatham, stated that regulatory barriers might affect negotiations with television networks with regards to advertising activities.
ACCESSION #
1870715

 

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