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LEXIS ORAL CONTRACEPTIVE PRICE COMPARISON TV ADS

Executive Summary

LEXIS ORAL CONTRACEPTIVE PRICE COMPARISON TV ADS have been accepted by one CBS affiliate station, according to Lexis VP-Market Development Al McConnell. Lexis has developed two television commercials for its generic oral contraceptive N.E.E. 1/35. Either one or both of the ads are expected to air this month on that station. The television commercials will be the first for oral contraceptives, according to FDA. The three major networks have rejected Lexis' commercials, because it is their policy not to run ads for oral contraceptives, Lexis' public relations firm, Bradskier & Co., said. Both commercials feature Lexis President John Bryer stating that Lexis' generic N.E.E. 1/35 product can provide consumers with up to 50% in savings over Ortho's Ortho-Novum 1/35 and Syntex' Norinyl 1+35 oral contraceptives, McConnell said. The ads are 30- and 60-second spots. The ads also will offer a toll-free number, 800-458-7455, which consumers can call for further information about N.E.E. 1/35. FDA said that if the telephone contact person provides specific product information, the company is required to send the package insert or the equivalent to the consumer. Lexis has consulted with FDA on the commercials to assure that their content is appropriate, according to the agency. The firm is planning to announce its TV advertising campaign for N.E.E. 1/35 with a press conference. The Lexis price comparison consumer print ads for N.E.E. 1/35 first began in the March issue of Ms. magazine ("The Pink Sheet" Feb. 13, T&G-1). During April, the ads also appeared in other women's magazines. Lexis reportedly budgeted $ 4.5 mil. for the ad campaign, with $ 1.3 mil. to be spent on print in 1989. The ad agency is Mathieu and Glouskin of New York City.
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