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Sepracor Lunesta Ads Are Top At Brand Recognition, IAG Research Finds

Executive Summary

Sepracor's television ads for its sleep aid Lunesta create brand recognition better than other new prescription drug direct-to-consumer ads, according to an analysis performed by IAG Research

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Television ads for Sepracor's insomnia agent Lunesta are the top two most recalled new prescription drug ads from the 2006/2007 TV season, according to a survey by IAG Research. Lunesta DTC ads, which feature a luna moth, were most effective at stimulating brand recall last year as well (1"The Pink Sheet" Dec. 4, 2006, p. 12). Pfizer and Schering-Plough's allergy medicines Zyrtec and Nasonex came in third and fourth respectively, and another sleep aid, Takeda's Rozerem, scored fifth highest on the recall index. Three cholesterol-lowering therapies - Pfizer's Lipitor, AstraZeneca's Crestor and Merck/Schering-Plough's Vytorin - tie for sixth...

Lunesta ads not lulling people to sleep

Television ads for Sepracor's insomnia agent Lunesta are the top two most recalled new prescription drug ads from the 2006/2007 TV season, according to a survey by IAG Research. Lunesta DTC ads, which feature a luna moth, were most effective at stimulating brand recall last year as well (1"The Pink Sheet" Dec. 4, 2006, p. 12). Pfizer and Schering-Plough's allergy medicines Zyrtec and Nasonex came in third and fourth respectively, and another sleep aid, Takeda's Rozerem, scored fifth highest on the recall index. Three cholesterol-lowering therapies - Pfizer's Lipitor, AstraZeneca's Crestor and Merck/Schering-Plough's Vytorin - tie for sixth...

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