TITLE

Unique approach yields sales bonanza

AUTHOR(S)
Goetzl, David
PUB. DATE
February 2000
SOURCE
Advertising Age;2/28/2000, Vol. 71 Issue 9, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents information on an advertising strategy employed by LecTec Corp. for its TheraPatch line of topical treatments in February 2000. Traditional commercials may create the most buzz, but an unorthodox combination of 10-second promotional messages and 60-second direct-response spots may have been a better prescription for one small consumer healthcare company. LecTec turned to the combination as it tried to raise awareness for its 18-month-old TheraPatch line of topical treatments. The company bought an array of 10-second messages during daytime syndicated shows such as Sally Jessy Raphael and ran 60-second direct response spots on syndicated shows such as Jeopardy and Home Improvement. The push, specifically for TheraPatch Vapor for Kids cough suppressant, marked the first time the company had tried television.
ACCESSION #
2841508

 

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