TITLE

Propecia aims $2 mil push at gay men

AUTHOR(S)
Goetzl, David
PUB. DATE
March 2000
SOURCE
Advertising Age;3/20/2000, Vol. 71 Issue 12, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the utilization of specific gay men-targeted creative for a product not used to treat HIV by pharmaceutical marketer Merck & Co. Inc. in the U.S. The estimated 2.5 million to 2 million U.S. dollar campaign from Prime Access Inc. in New York City features a print advertisement of two men during a close moment. The advertisements will run nationally in gay men-targeted publications The Advocate, Genre, Hero and Out and in local publications in the 10 markets with the largest gay populations. The campaign includes an online component which will appear on Web sites such as Gay.com. The campaign may be an indication that Merck wants to find new markets for the hair-loss prevention product. The gay market, especially in large cities, tends to be more affluent than the general population. A Merck spokeswoman denied gay men are a more receptive target than the general population. But gay consumers tend to be more loyal to advertisers that develop specific creative to speak to them.
ACCESSION #
2906910

 

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