TITLE

Xenical set to debut weighty $75 mil campaign

AUTHOR(S)
Goetzl, David
PUB. DATE
September 1999
SOURCE
Advertising Age;9/27/1999, Vol. 70 Issue 40, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the planned advertising efforts for Hoffman-La Roche's anti-obesity drug Xenical. The company is set to launch its direct-to-consumer television campaign on October 4, 1999. Accompanying print work will run in weekly magazines. The campaign is from Lowe Consumer Healthcare, a newly created unit of the Lowe Group specializing in direct-to-consumer drug advertising. The effort, moreover, may prove a larger-than-expected boon for weekly publications as the marketer may shift dollars to them that had been earmarked for monthly publications.
ACCESSION #
2308009

 

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