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Burnett Tries Varied Approaches In Bringing Antidepressant To TV
CHICAGO–Eli Lilly & Co. has joined the pharmaceutical industry’s move into direct-to-consumer TV advertising with three spots for its Prozac prescription antidepressant.
The ads are a test, said a representative for Indianapolis-based Lilly, both of the general effectiveness of TV, compared to print ads, in generating responses, and of various creative approaches within the medium itself. The spots all include a toll-free number offering more detailed information.
Three 60-second spots, from Leo Burnett here, began airing last week on cable networks, including CNBC, Discovery and USA.