TITLE

Honesty is the Best Policy

AUTHOR(S)
Hallahan, Mary; Mordock, Jeff
PUB. DATE
November 1999
SOURCE
Pharmaceutical Executive;Nov99, Vol. 19 Issue 11, p87
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Provides information on the direct-to-consumer advertising for Hoffmann-La Roche's diet drug, Xenical. Budget for the campaign; Analysis of Xenical advertisements; Goal of the campaign.
ACCESSION #
2841977

 

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