I looked at the full page ad for Belviq (Lorcaserin Hcl) and it does not say anything about what it is or what it does. It is colorful but no text other than go to a web site to get clinical data. The slogan says "...it's time."
Time for what? I would think for a brand new diet drug the ad should be a little more descriptive about the purpose of the product. Maybe it's just me but if you buy a full page ad there is lots of room to write stuff.
The ad there seems like it would be for a very mature product like Viagra - it's time? I am thinking if I post a link to that magazine that my post will get deleted but you can search on the magazine name and easily find it if you would like to look at it. I was hoping we would be seeing very persuasive TV ads by now - maybe knock a few of those dam cialis ads off the air for awhile. Man I am tired of those.
Go Long and be happy!
"Time for what?"
Their caption may have others ask that same question which will hopefully pique enough interest of the reader to have them check out their website. That's my hope anyway.
Pharmaceutical ads are not allowed to simply run a one page ad for a drug. When they advertise, rules dictate that they also include all of the (PI), or Patient Indications after the ad in black and white. So a one page ad becomes a 3 or 4 page ad, all which is space that must be paid for...it get's expensive.
This is a fact. That is why the ad is designed to generate curiousity, without saying specifically what the product is. When they run those more descriptive ads, they'll need to include a couple of pages of PI information in black and white. Thumb down is from a basher or somebody who does not know the industry of pharma advertising.
Sentiment: Strong Buy
I watch a lot of TV but I have not watched an ad in about five years. I strongly suggest using a DVR. Do not ever watch anything unless it has been 'DVRd' beforehand. Even with sports, wait at least 1.5 hours before watching.
They don't put ads in OB/GYN magazines for mature audiences.....Sarai was the last of the mature ones....so you just has a baby and you are desperate to lose the 60 LBS you just gained...do you think your OB/GYN might have some advice? Hey! he/she knows about Belviq and Qsomething. Which one do you think he/she will suggest for his / her just pregnant patient that might get pregnant again.... and soon? You got it. Well placed ad. Dang near genus.
The online version of the Belviq ad is right next to an article about obesity and weight gain in pregnancy. Very strategic IMO since Qsymia cannot be used during pregnancy unlike Belviq. And the ad, if clicked, takes you straight to information about Belviq.
Sentiment: Strong Buy
Next month they will run an ad with more information. This is called a teaser and it can be VERY effective if done well.
The idea now is to create a conversation and to pique some interest. By doing it this way the reader of the ad has a little 'vacuum' in his head that will get filled up later with information either through a visit to the web site or through a follow-up ad.
You KNOW what it is. For that reason the ad makes no sense to you. It was designed for someone who does not have a clue and, for a little bit longer, may still not have a clue. Be patient.
Quite a few years ago when the Inifiniti auto brand was being launched they ran ad after ad for many weeks in which all you saw was the word 'Infiniti' and abstract visions of rushing waters and wind blowing leaves and such. For weeks - no cars were shown. These ads were costing a BUNDLE as they were showing up in prime time. The ad gurus KNOW their stuff. They did then and the likely do now too.