TITLE

Merck hunts celebrity to hawk flagging Zocor

AUTHOR(S)
Goetzl, David
PUB. DATE
December 1999
SOURCE
Advertising Age;12/20/1999, Vol. 70 Issue 52, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports that Merck & Co. is seeking a celebrity to star in a television and print advertising campaign for its cholesterol-lowering drug Zocor. According to a small ad in Variety, prospective spokespersons for a television and print advertising campaign must currently take the drug, and fit within an age range of 45 to 65. The Variety ad could signal Merck's desire to increase the visibility and appeal of Zocor. On another level, the search for a celebrity serves as another example of how direct-to-consumer prescription drug efforts increasingly resemble general consumer advertising. Merck presumably is looking for a trusted personality with strong name recognition who might be able to raise awareness of high cholesterol.
ACCESSION #
2609716

 

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