Merck crafts targeted buy with 'Parade.'

Goetzl, David
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p32
Trade Publication
This article reports on the target marketing deal between Merck & Co. and Parade Publications as of October 1999. Merck has entered into a deal with Parade Publications to run advertisements in Parade in markets with significant populations of people age 50 and older in the U.S. The program began in September with an unbranded advertisement for osteoporosis drug Fosamax, aimed at women 50 years old and above. It ran in approximately 50 of Parade's 334 markets with a circulation of approximately 15 million; Parade has a total circulation of 37 million. The campaign encourages women in the age group to ask their doctor about a bone density test. Merck is hoping that it will lead to an increase in Fosamax prescriptions. Ellen Oppenheim, senior vice president and media director at FCB Worldwide, hatched the concept of the target marketing campaign.


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