Turnout for termites

Krol, Carol
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, p20
Trade Publication
This article examines the advertising strategy applied by Bayer Corp. for its Premise insecticide in March 1999. Bayer Corp. is employing the tactics of direct response and pharmaceutical marketing for the insecticide. A $3 million television and print campaign that breaks today from Bayer's agriculture division includes a toll-free number to reach consumers, even though the termiticide is only sold to exterminators. Hence, this is the first time Bayer has aimed marketing for the 3-year-old brand at consumers.


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