TITLE

W-L Doles $125M to Zantac, resets Rolaids

AUTHOR(S)
Mehegan, Sean
PUB. DATE
April 1996
SOURCE
Brandweek;4/22/96, Vol. 37 Issue 17, p5
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Reports on Warner-Lambert's advertising strategy for its Zantac 75 heartburn remedy. Review of brand management for first-generation antacid Rolaids; Amount spent for promotions; Challenges faced by Warner-Lambert.
ACCESSION #
9604302896

 

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